Pure Pet Food

About Pure Pet Food

Pure Pet Food, founded in 2012 by childhood friends Mathew Cockroft and Daniel Valdur Eha, operates within the premium pet food market, focusing on personalized, air-dried dog food. The founders' journey began in a home kitchen, fueled by the question of why pets should eat highly processed "little brown biscuits" daily. After previous entrepreneurial attempts failed, they drew inspiration from a fast-growing US pet food company and established Pure with a mission to offer a healthier, convenient alternative to traditional kibble.

The company's core product is a range of air-dried meals made from human-grade, natural ingredients, including proteins like chicken, duck, and salmon, combined with fruits and vegetables. This gentle air-drying process, an old preservation method, removes moisture while locking in nutrients, resulting in a shelf-stable product that is rehydrated with water before serving. This method avoids the high-temperature extrusion common in kibble production. Pure's manufacturing facility in Cleckheaton, Yorkshire, is human-grade regulated, a significant differentiator in the UK pet food sector. The product is designed to be convenient, requiring no refrigeration like fresh or frozen alternatives, and is lightweight for shipping.

Pure Pet Food operates on a direct-to-consumer (DTC) subscription business model, delivering personalized meal plans tailored to a dog's specific needs, including health issues and breed. This model has proven successful, with the company serving over 40,000 regular customers across the UK and delivering more than 42 million meals since its inception. The business has shown substantial growth, with sales increasing by over 200% in the two years leading up to late 2024, achieving an annual revenue run rate of £25 million. This growth trajectory attracted significant investment, including a £15 million ($19.4 million) round in October 2024 led by Felix Capital and Mercia Ventures to fuel UK and international expansion. An earlier milestone included a 2014 appearance on BBC's Dragon's Den, where the founders walked away from investment offers they felt were not on favorable terms, a decision that was followed by securing investment from the CEO of Pets at Home.