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Different Dog
Freshly-cooked dog food, directly delivered from owned kitchens. B Corp™ certified with carbon-neutral delivery
About Different Dog
Different Dog is a direct-to-consumer pet food company specializing in hand-cooked, fresh meals for dogs delivered through a personalized subscription service. Founded in 2016 by Alexandra and Charlie Thurstan, the company was born from their experience with their own dog, Crumble, who suffered from health issues related to conventional pet food. This personal journey led them to create a service that provides dogs with balanced and complete meals made from fresh, natural ingredients.
Read full description
The business operates on a subscription model where customers receive regular deliveries of frozen, cooked dog food. The meals are formulated by the company's nutritionist and veterinarians to ensure they meet the nutritional needs of dogs of all ages and breeds. Key features of the service include personalized plans based on a dog's specific needs, such as age, weight, and activity level. The food is gently cooked to preserve nutrients and is made with human-grade ingredients sourced from British farms. The company emphasizes sustainability through its use of compostable and recyclable packaging and has achieved B Corp certification.
Different Dog serves dog owners across the UK who are seeking healthier alternatives to traditional processed pet food. The company has received multiple accolades, including the 'Online Pet Retailer of the Year' at the Pet Industry Federation (PIF) Awards in 2023. Founder Alexandra Thurstan's background is in brand management, which she has leveraged to build the Different Dog brand.
At a glance
- Status
- Operational
- Founded
- 2016
- Headquarters
- Shrewsbury, United Kingdom
- Employees
- 66
- Open positions
- 4
- Dealroom signal
- 82.0/100
- Industry
- Food
- Sub-industry
- Food Logistics & Delivery, Innovative Food
- Sector
- eCommerce & Marketplaces, Crowdfunding, Pets, B Corp, Pet Food
- Business model
- Marketplace & ecommerce
- Client focus
- b2c
Knowledge graph
More headlines
Funding history
Company financing events and reported valuations.
| Deal type | Date | Amount | Valuation | Investors | Source |
|---|---|---|---|---|---|
| DEBT✓Debt | Feb 2026 | $0 | — | Frontier Development Capital | ↗ |
| EARLY VC✓Equity / VC | Apr 2025 | $13M | $53M | Undisclosed | ↗ |
Growth signals
Latest recorded traffic for Different Dog is 44K monthly website visits, down 34.3% over the last three months. Different Dog's team grew 11.9% over the past year.
Open positions
Similar companies
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Investments and acquisitions
Recent portfolio relationships for companies that also act as investors or acquirers.
Investors
From Dealroom's funding and investor records, grouped by the round each investor first entered.
Seed2 investors entered at this stage
INSEADAlum Ventures
Republic Europe
Series B and later1 investor entered at this stage
Frontier Development Capital
Other known investors2 additional known investors
- JPJP
Syndicate Room
Source: Dealroom Talent Intelligence.
Global footprint
team presence
Market sentiment
An AI-synthesised read of the highest-engagement posts about Different Dog on X, ranked by likes and reposts, corporate channels excluded.
Reading the room on X — pulling top posts and synthesizing themes…
Source: X recent search ranked by engagement (likes + retweets) · Synthesis by Claude · Cached for 1 hour
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