What Pure Pet Food does

Pure Pet Food Ltd is a UK-based direct-to-consumer pet food company, founded in 2012 in Halifax and now headquartered in larger facilities in West Yorkshire (Leeds area). It sells personalized, dehydrated natural dog food exclusively through its own e-commerce website under a 100% monthly subscription model, with pricing starting at £0.89 per day and free delivery. The company operates on the principle that traditional high-temperature kibble extrusion degrades nutrients; instead, it uses a low-temperature moisture-removal (dehydration) process applied to human-grade ingredients to produce a just-add-water format that stores at ambient temperature.

The product portfolio comprises five standard protein recipes (chicken, duck, herring, salmon, turkey), a sensitive-stomach range, a renal range, and a broad therapeutic sub-range addressing colitis, diabetes, pancreatitis, weight management, urinary health, sensitive skin, high-fibre needs, and hypoallergenic requirements, plus breed-, puppy-, and senior-specific formulations. Customers complete a dog profile (age, breed, weight, health conditions) and receive tailored recipes, with the plan delivered every 4–8 weeks on a flexible, no-contract basis. The company reports 109M+ meals delivered, 51% fully loaded gross margins, a £25M run rate as of October 2024, first months of EBITDA positivity, and self-reported health improvement outcomes of 88–94% across customer surveys.

The business is venture-backed, with Felix Capital holding a significant minority stake following a $16M / £15M investment in October 2024 (joined in later disclosed funding references by Mercia Ventures and NVM Private Equity from earlier rounds). Distribution is entirely DTC within the UK today; the Felix round carries an explicit mandate for UK consolidation and entry into new European markets. Brand credibility is anchored by an endorsement from Dr Julian Norton (The Yorkshire Vet, Channel 5), a Pet Advisory Panel of nutritionists and behaviourists, a 2014 Dragons' Den appearance, and a 2017 Royal visit from Princess Anne.

Name

Pure Pet Food

Legal name

Pure Pet Food Ltd

Website

https://purepetfood.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

101–250 employees

Short description

Pure Pet Food is a UK direct-to-consumer company that delivers personalized, gently dehydrated natural dog food via a 100% monthly subscription model. It serves health-conscious dog owners and dogs with specific medical or dietary needs through recipes tailored to breed, age, weight, and condition.

Ownership category

akta.pro rank

Headquarters

HQ city

Halifax

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Subscription-based Dog Food Sales: Pure Pet Food operates a 100% subscription model, generating recurring revenue through monthly dog food deliveries. Customers pay for personalized meal plans delivered to their door, with pricing starting at £0.89 per day based on dog size. The company reports 51% fully loaded gross margins and has achieved EBITDA positivity.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Pure Pet Food manufactures and delivers personalized, naturally dehydrated dog food directly to consumers via a 100% subscription model. Recipes are tailored to each dog's age, breed, weight, and health conditions using human-grade ingredients that are gently preserved through moisture removal rather than high-temperature extrusion. Plans start from £0.89 per day with free UK delivery and flexible monthly subscriptions that can be paused or cancelled at any time.

Product overview

Pure Pet Food is a direct-to-consumer premium dog food subscription company based in the UK (Leeds/West Yorkshire) that delivers personalized, natural dehydrated dog food directly to customers. The core offering is a 100% subscription model with flexible plans starting from £0.89 per day. The product portfolio consists of the main Personalized Dog Food Subscription service, supplemented by five standard recipes (Chicken, Duck, Herring, Salmon, Turkey), a Sensitive Dog Food Range for digestive issues, Renal Dog Food for kidney support, Health-Specific formulations targeting colitis, diabetes, pancreatitis, weight management, urinary health, sensitive skin, high fibre, and hypoallergenic needs, Breed-Specific options for various breeds, Puppy Food, Senior Dog Food, and add-on treats. All products are gently dehydrated using moisture removal rather than extrusion, store in the cupboard, require adding water to serve, and are formulated by in-house nutritionists with input from an advisory pet panel of veterinarians and animal behaviorists. The company operates a 100% subscription model with 51% fully loaded gross margins and has grown over 200% in 24 months.

Differentiator

Problem solved

Functional benefit

Products and services

• Personalised Dog Food Subscription Monthly subscription service delivering personalized, natural dehydrated dog food directly to customers' doors. Plans are customized based on a dog's age, breed, weight, and health conditions, with flexible delivery cadence of every 4 to 8 weeks, free delivery, and no tie-in contracts.
• Standard Recipes (Chicken, Duck, Herring, Salmon, Turkey) Five core recipe varieties featuring human-grade meat proteins (chicken 45%, duck 46%, herring 33%, salmon 36%, turkey 46%) combined with vegetables and fruits. Each recipe is complete, balanced, and gently dehydrated by removing moisture for preparation by adding water.
• Sensitive Dog Food Range Specialized recipes for dogs with digestive sensitivities, including chicken, turkey, salmon, and game varieties. Features prebiotic chicory root, gentle ingredients, and limited protein sources to minimize allergic reactions.
• Renal Dog Food Therapeutic recipes designed for dogs with kidney disease, featuring controlled high-quality protein and restricted phosphorus levels. Available in beef & turkey and chicken varieties to support kidney function.
• Health-Specific Dog Food (Colitis, Diabetes, Pancreatitis, Weight Management, Urinary, Sensitive Skin, High Fibre, Hypoallergenic) Tailored recipes addressing specific canine health conditions including colitis, diabetes, pancreatitis, weight management, urinary health, sensitive skin, high fibre needs, and allergy management. Each formulation targets particular nutritional requirements and health outcomes.
• Breed-Specific Dog Food Personalized nutrition plans tailored for specific dog breeds including Cockapoo, Bulldog, Chihuahua, Cocker Spaniel, Dachshund, French Bulldog, German Shepherd, Golden Retriever, Labrador, and others.
• Puppy Food Age-specific nutrition for puppies over 8 weeks old, providing high-quality protein and essential nutrients for healthy growth and development.
• Senior Dog Food Specialized nutrition formulated for senior dogs, supporting aging canines with tailored recipes for their changing dietary needs.
• Treats and Superfood Supplements Superfood-packed treats and nutritional supplements that can be added to monthly subscription boxes, featuring antioxidant-rich ingredients to complement the main meal formulas.

Quantifiable outcome

• 91% of dogs showed overall health improvement after switching to Pure
• +3 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered primary and core.

• The Yorkshire Vet (Dr Julian Norton)primaryOthersDr Julian Norton, a veterinary surgeon of over 30 years and television host of The Yorkshire Vet (Channel 5), endorses Pure Pet Food. He has been suggesting Pure to his patients for approximately 5 years and has found it incredibly helpful, with some dogs responding dramatically well.
• Pet Advisory Panel ExpertscoreOthersPure Pet Food has assembled an advisory pet panel including Dr Lucy Williamson (qualified nutritionist and former vet), Emma Passman (pet nutritionist and food formulator with nearly 20 years' experience), and Rosie Bescoby (clinical animal behaviourist). These experts advocate the benefits of a natural diet and help ensure formulation quality.

Scale indicators12 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Butternut Box: UK-based direct-to-consumer fresh dog food subscription company with personalized portioned meals delivered to customers' doors. Closest UK competitor to Pure's subscription model, although operating in a refrigerated (not dehydrated) format.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Customer concentration

• Xx.com/purepetfood

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds3 records

Investors6 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pure Pet Food