Pure Pet Food secure multi-million pound investment to change dogs' lives

Pure Pet Food a dog health company that combines tech and nutrition to personalise pet food, has raised a follow on round of funding to accelerate growth.

Set up in 2012 by childhood friends Daniel Valdur Eha and Mathew Cockroft, Pure focuses on personalising pet nutrition using natural ingredients, working with leading vets and

nutritionists.

Pure Pet Food has raised the funds from Mercia's Northern Venture Capital Trust (VCT) Funds and NPIF – Mercia Equity Finance, which is managed by Mercia and part of the

Northern Powerhouse Investment Fund.

Mat, Co-Founder of Pure, said: "We started Pure after seeing pet food full of low-quality ingredients manufactured into highly-processed brown biscuits dominate the market.

"We knew there was a better way and set out to inspire a healthier world for pets and educate owners on the benefits of feeding simple natural air-dried food.

"The investment will help Pure continue to provide the very best service to our customers, create deeper connections, significantly grow our customer

base, offer more personalised health-based products and services, develop and grow our retail proposition with Pets at Home and continue to lead the air-dried pet food market in

the UK."

Pure takes natural ingredients and gently removes the water whilst retaining all the nutrients. All you have to do is add the water back in.

Dan, Co-Founder and CEO, said, “Our obsession with pet health and technology has meant we've been able to take a truly data-led approach to pet nutrition. Our success is rooted in being able to conveniently offer the most nutritious diet at every stage of a dog's life.

"We continue to be laser-focused on our vision to be the most trusted and advocated pet food plan in the UK and putting pet's health at the heart of everything we

do."

Pure's growth has accelerated in the pandemic, with owners opting for the online subscription convenience instead of carrying their heavy dry or wet food home from a retail store.

A representative of Mercia said: "We're delighted to support Dan and Mat as they expand Pure Pet Food in the fast-growing pet food sector. With dog ownership and home delivery on the rise and owners generally focusing more on health, Pure is in a real sweet spot and represents the future of pet nutrition."