What Bella & Duke Ltd does

Bella & Duke Ltd is a UK-based direct-to-consumer pet wellness company specializing in raw dog food delivered through a monthly subscription model. Founded in 2017 and headquartered in Blairgowrie, Scotland, the company serves health-conscious UK pet owners seeking premium, grain-free, raw nutrition alternatives to processed kibble, with products including Protein Packed Chicken, Chicken + Salmon, and limited edition premium offerings such as a Wagyu Beef meal featuring 80% high-welfare beef. The underlying operational model is built around cold-chain logistics required to preserve and safely deliver raw pet food, combined with human-grade ingredient sourcing.

The company operates a recurring subscription revenue model with monthly billing cadence, augmented by a newly introduced holistic pet wellbeing platform. In November 2024, Bella & Duke relaunched its brand to integrate 24/7 video vet consultations, an online pet owner community, and expert advice guides on nutrition, health, and behavior alongside the core raw food subscription. Distribution is primarily direct subscription delivery to consumer homes, supplemented by a new retail partnership following a record-breaking growth year. Marketing combines content marketing, earned media (including coverage in The Times), and community engagement initiatives such as a calming Spotify playlist for pet anxiety.

The business has raised approximately $6.05M across two funding rounds (Techstart Ventures in 2019 and Mobeus Equity Partners in 2020) and operates with 51-100 employees. The competitive landscape is highly fragmented: the global pet raw food market's top 10 players account for only 9% of total revenue, with Stella & Chewy's leading at 3%. Bella & Duke targets the structural opportunity that 65% of UK dogs are overweight while only 22% of pet owners regularly weigh their pets, positioning its nutrition-led offering within a sizable but underserved wellness category.

Name

Bella & Duke Ltd

Legal name

Bella & Duke Ltd

Website

https://bellaandduke.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

51–100 employees

Short description

Bella & Duke Ltd is a UK-based direct-to-consumer pet wellness subscription company that delivers premium raw dog food to health-conscious pet owners, augmented by 24/7 video vet consultations and an online pet owner community. The company operates primarily through recurring monthly home delivery across multiple UK regions.

Ownership category

akta.pro rank

Product category

Raw Pet Food

NAICS

Dog and Cat Food Manufacturing (311111), Pet Care (except Veterinary) Services (81291), Pet and Pet Supplies Retailers (45991)

akta.pro primary industry

Raw & Fresh Pet Food (Refrigerated/Frozen) (AFADAFAE)

akta.pro secondary industries

DTC Pet Food Delivery (AFAIANAM), Functional & Veterinary Diet Pet Food (CRADAFAF)

Keywords

• Raw pet food
• Dog food subscription
• Pet nutrition delivery
• Premium pet wellness
• Raw dog food

Headquarters

HQ city

Blairgowrie

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Raw Pet Food Subscription: Monthly subscription service delivering raw dog food and healthy dog treats directly to consumers. Customers subscribe for recurring deliveries of raw pet food products.
2. Digital Vet Services: 24/7 video vet consultations offered as part of the holistic pet wellbeing platform, providing additional value to subscription customers.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

Bella & Duke operates a subscription-based raw pet food delivery service, sending nutritionally balanced, grain- and filler-free raw dog meals directly to UK pet owners on a recurring monthly basis. The portfolio includes specialized recipes (e.g., Protein Packed Chicken, Chicken + Salmon) and seasonal limited editions such as a high-welfare Wagyu Beef meal, complemented by holistic pet wellbeing services including 24/7 video vet consultations and an online pet owner community.

Product overview

Bella & Duke Ltd is a UK-based raw pet food subscription company offering a unified product portfolio centered on premium raw dog food. The core offering is the Raw Dog Food Subscription service, complemented by specialized sub-products including Protein Packed Chicken, Chicken + Salmon, and seasonal limited editions like the Wagyu Beef Meal. The company has expanded into holistic pet wellbeing services, offering 24/7 video vet consultations and an online pet owner community alongside expert advice guides. The brand platform was relaunched in late 2024 to emphasize holistic pet wellness beyond just food, integrating nutrition advice with health and behavior support.

Differentiator

Problem solved

Functional benefit

Products and services

• Raw Dog Food Subscription A monthly subscription delivering nutritionally balanced, raw, grain- and filler-free dog meals with human-grade ingredients directly to pet owners' homes. Includes specialized recipes such as Protein Packed Chicken and Chicken + Salmon.
• Limited Edition Wagyu Beef Meal Premium limited edition raw dog meal with 80% high-welfare Wagyu beef, seasonal vegetables and superfoods; positioned as a gourmet offering for health-conscious dog owners.
• 24/7 Video Vet Consultations Round-the-clock video veterinary consultation service providing pet owners with on-demand expert advice on pet health and nutrition, offered as part of the holistic wellbeing platform.
• Online Pet Owner Community Online community platform where pet owners can connect, share experiences, and access expert content on pet nutrition, health and behaviour.

Quantifiable outcome

• Only 22% of pet owners regularly weigh their pets
• +1 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Carolanne CicerocoreStrategic or Co-development Partner · 12 September 2024Carolanne Cicero appointed as in-house Veterinary Advisor, bringing 16 years of experience in veterinary triage and nutrition to enhance Bella & Duke's pet nutrition education and care initiatives. This appointment followed a record-breaking year for the company.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Freshpet: Larger US publicly-listed refrigerated/fresh pet food brand with national retail distribution. Broader incumbent in the adjacent refrigerated fresh pet food category, useful as a public-market comparable for cold-chain fresh pet food economics.
• Lily's Kitchen: Established UK premium natural pet food brand owned by a larger group. Comparable UK premium natural pet food positioning but with a broader portfolio beyond raw food.

Direct peers

• Tails.com: UK-based personalized dog food subscription service delivering tailored kibble to customers. Competes with Bella & Duke for the same UK D2C subscription pet food customer, though operating in dry rather than raw format.
• Stella & Chewy's: Global leader in raw and freeze-dried pet food, explicitly cited as the largest player in the global pet raw food market. Closest international raw pet food peer and the category benchmark.
• Natures Menu: UK-based raw and natural pet food manufacturer selling through retail and direct channels. Direct competitor to Bella & Duke in the British raw pet food category with overlapping product formats and target customers.
• Primal Pet Foods: US-based raw and freeze-dried pet food brand with similar product positioning around high-meat, natural ingredients. Comparable raw pet food peer operating in a different geography.
• Darwin's Natural Pet Products: US subscription raw pet food brand delivering fresh, custom-portioned meals direct to consumer. Closest US analog to Bella & Duke's DTC subscription model for raw dog food.
• Butternut Box: UK fresh dog food subscription brand delivering prepared, gently cooked meals direct to consumer. Most direct subscription peer in the UK, operating a nearly identical DTC subscription model for premium fresh dog food.

Regional players

• Pooch & Mutt: UK health-focused dog food and treat brand competing for health-conscious UK pet owners. Comparable UK premium health-positioning peer, though operating in dry and treat formats rather than raw.

Emerging players

• Open Farm: Premium ethically-sourced pet food brand with strong DTC and retail presence. Comparable on premium, ethically-sourced, ingredient-transparent positioning, though focused on kibble and gently cooked rather than raw.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/BellaAndDuke

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds2 records

Investors2 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 Bella & Duke Ltd