Tails.com
Tails.com is a UK direct-to-consumer subscription service that formulates and delivers personalised dry kibble (and complementary wet food, dental chews and treats) for individual dogs, with pricing and blends tailored to each dog's breed, age, weight, activity level, allergies and health goals and recalculated automatically as dogs age.
- Company typePrivate
- Founded2014
- HeadquartersRichmond Upon Thames, United Kingdom
- Headcount251–500
- GTM typeB2C
- OfferingHardware or Manufacturing
What Tails.com does
Tails.com is a UK-based direct-to-consumer subscription service that formulates and delivers personalised dry kibble for individual dogs based on a structured profile covering breed, age, weight, activity level, allergies and health goals. Its core technical asset is a proprietary matching engine that selects from over one million possible ingredient combinations (proteins, grains, vegetables, functional additives such as glucosamine, chondroitin, prebiotics and salmon oil), with a separate Adaptive Nutrition layer that recalculates blends as dogs transition through life stages from puppy to senior. Formulation is overseen by an in-house team of vets and nutritionists, including Head Vet Dr Sean McCormack and nutritionist Fiona Firth, supported by an 'empty bowl guarantee' where the company will reformulate at no cost if a dog rejects a blend.
The product range is platform-plus-modules: the core personalised kibble is augmented by wet food (Classic and Optimum Care lines), age-specific formulations (puppy and senior), specialty diets (hypoallergenic, sensitive stomach) and a treat portfolio (Dental Dailies, Fresh Chews, Cold-Pressed Rewards, Seriously Meaty Snacks, Superfood Bites, Oven-Baked Biscuits, Good Dog Treats, Natural Chews, Yak Snacks). Distribution is exclusively via the tails.com/gb self-serve onboarding quiz, with delivery through Yodel (free mainland UK), DPD (nominated-day at £3.99) and a Metapack-backed orchestration layer; a separate non-subscription shop.tails.com storefront sells treats and chews to one-off buyers.
Monetisation is monthly recurring via personalised subscription pricing (from £2/day), with acquisition driven by content marketing, an Awin-run affiliate programme (winner of consecutive 2023 and 2024 Performance Marketing Awards), a refer-a-friend scheme and Trustpilot-led social proof (46,521 reviews at 4.3 TrustScore). The company is a Certified B Corporation. The legal entity is Tailsco Ltd, incorporated in England (company number 08750390), the company is privately held with no parent company or recent venture capital disclosed, and operates primarily from Richmond Upon Thames (HQ), London (engineering/R&D) and Amstelveen (European team).
Tails.com firmographics
Firmographics- Name
- Tails.com
- Legal name
- Tailsco Ltd
- Website
- https://tails.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Tails.com is a UK direct-to-consumer subscription service that formulates and delivers personalised dry kibble (and complementary wet food, dental chews and treats) for individual dogs, with pricing and blends tailored to each dog's breed, age, weight, activity level, allergies and health goals and recalculated automatically as dogs age.
- Ownership category
- akta.pro rank
Tails.com industry classification
Industry- Product category
- Personalized Pet Nutrition
- NAICS
- Dog and Cat Food Manufacturing (311111), Pet and Pet Supplies Retailers (459910)
- SIC
- Food And Kindred Products (2000)
- akta.pro primary industry
- Dry Kibble (Dog & Cat) (CRADAFAA)
- akta.pro secondary industries
- Pet Supplies Inventory-led Online Retailers (CRAFADAH), Companion Animal Maintenance & Wellness Nutrition (HLAMAHAB), Species-Specific Supplements (Dog/Cat/Other Companion Species) (HLAMALAN)
Keywords
Where Tails.com is headquartered
LocationHeadquarters
- HQ city
- Richmond Upon Thames
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
Tails.com business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Supply Chain, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Dog Food Subscription: Monthly subscription for personalized dog food delivered to customers' doors. Price based on dog's size, needs and meal plan. Subscription auto-renews monthly until cancelled. Customers can pause, skip or cancel anytime.
- Additional Products Add-ons: Supplementary products including wet food, dental chews, treats, and other dog essentials that can be added to the monthly subscription box for incremental revenue.
- Online Shop: Non-subscription purchases of treats, chews, and wet food available through separate online shop (shop.tails.com) without requiring a subscription.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Personalized subscription based on dog size and needs |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Tails.com product offering
Product offeringCore offering
Tails.com is a direct-to-consumer subscription service that manufactures and delivers 100% personalized dog food formulated from over one million possible ingredient combinations based on each dog's breed, age, weight, activity level, allergies and health goals. Recipes are designed by vets and nutritionists and are automatically adjusted as the dog ages through life stages. Orders are shipped monthly across the UK with free mainland delivery, complemented by an online shop selling wet food, treats and dental chews.
Product overview
Tails.com is a subscription-based pet food company offering 100% personalized dog food with a platform-plus-modules architecture. The core offering is a Tailor-made Kibble blend that is personalized to each dog based on breed, age, weight, activity level, allergies, and health goals. This is complemented by Wet Food (available in Classic and Optimum Care varieties), and a range of age-specific formulas (Puppy Food, Senior Dog Food). Specialty diets include Hypoallergenic and Sensitive Stomach options. The product range extends to dental chews (Dental Dailies, Fresh Chews), training treats (Good Dog Treats, Cold-Pressed Rewards), natural chews, snacks (Seriously Meaty Snacks, Superfood Bites, Yak Snacks), and Oven-Baked Biscuits. All products are delivered via a monthly subscription model with free delivery on the UK mainland, and the Adaptive Nutrition system automatically adjusts meal plans as dogs age.
Differentiator
Problem solved
Functional benefit
Products and services
- Tailor-made Kibble (Dry Dog Food Subscription) 100% tailored dry kibble blend formulated by vets and nutritionists based on each dog's unique profile (breed, age, weight, activity level, allergies, health goals), drawn from over one million possible ingredient combinations and delivered monthly via the tails.com subscription.
- Wet Dog Food Wet dog food available in multiple textures (gravy, jelly, pâté) across Classic recipes (10 flavours) and Optimum Care grain-free recipes with 60% meat content, designed to complement the tailored kibble as a topper or complete meal.
- Puppy Food Tailored puppy food supporting growth and development with protein, glucosamine, chondroitin, salmon oil and prebiotics; includes grain-free and fussy-eater options and is integrated with the Adaptive Nutrition system that automatically adjusts portions as the puppy matures.
- Senior Dog Food Tailored nutrition for senior dogs supporting joint health, weight management and healthy digestion, formulated with lower fat and calories appropriate for less active aging dogs and integrated with Adaptive Nutrition automatic life-stage transitions.
- Hypoallergenic Dog Food Hypoallergenic formulation avoiding the 'big 5' common allergens (beef, dairy, wheat, soya, egg), using alternative proteins such as lamb or salmon and including prebiotics for digestive support.
- Sensitive Stomach Dog Food Dog food formulated for dogs with sensitive digestion, featuring easily digestible ingredients and added prebiotics to support a healthy gut microbiome.
- Dental Dailies Star-shaped dental chews made with chicken and pumice to reduce plaque and tartar buildup while freshening breath, available in three sizes for small, medium and large dogs.
- Fresh Chews Grain-free dental chews supporting fresher breath by fighting plaque and tartar, reaching the gumline and containing antioxidant-rich kelp and apple.
- Natural Chews Long-lasting air-dried chews made from a single ingredient, designed to be easy to digest and provide natural entertainment for dogs.
- Seriously Meaty Snacks High-protein grain-free treat snacks with a meaty taste, formulated for use as training rewards.
- Cold-Pressed Rewards Training treats with 50% single-protein source, under 4 calories each, designed for frequent reward-based training.
- Superfood Bites Hypoallergenic, grain-free treats made with superfood ingredients designed to support health, available in three recipes.
- Oven-Baked Biscuits Hand-baked grain-free biscuits made in the UK with natural ingredients, available in duck, salmon and chicken recipes with added superfoods.
- Good Dog Treats Low-calorie training treats at approximately 3 calories per bone, made with chicken and free from artificial additives.
- Yak Snacks Long-lasting yak chews made from milk, high in protein and calcium, 100% natural and vegetarian, sourced from the EU.
Quantifiable outcome
- 350,000+ dogs subscribed to the service
- +4 more outcomes
Companies that use Tails.com
Customer profileNamed customers7 records
Segments4 records
Ideal customer profiles2 records
Tails.com technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
AI capability2 records
Feature3 records
Tails.com partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- MetapackcorePartnership to enhance delivery operations, offering customers greater shipping choice and transparency while reducing fulfillment costs. Metapack platform provides real-time data to improve logistics, speed, and delivery accuracy, strengthening customer loyalty. The partnership underscores Tails.com's commitment to technology-driven growth and customer service excellence.
Scale indicators10 records
Recent moves5 records
Expansion highlights5 records
Tails.com competitors and assessment
Company assessmentDirect peers
- Different Dog: UK DTC personalized dog food subscription, also using a quiz-driven model to create tailored meals. Closest direct competitor by category, geography, and business model.
- Butternut Box: UK-based DTC subscription service for personalized fresh dog food. Direct competitor to Tails.com in the UK with the same quiz-based personalization model and subscription delivery motion.
- Lily's Kitchen: UK premium natural pet food brand selling through retail and online. Competes with Tails.com for the premium-positioned UK pet parent segment, though via a multi-SKU retail model rather than a quiz-driven subscription.
- The Farmer's Dog: US-based DTC subscription for personalized fresh dog food. Closest US analogue to Tails.com, operating the same direct-to-consumer personalized-meal model and demonstrating the international scalability of the category.
Emerging players
- BarkBox: US DTC subscription service for dog toys, treats, and chews. Comparable as a category-defining DTC pet subscription, though focused on the toy/treat box rather than personalized nutrition.
Regional players
- Forthglade: UK-based natural pet food brand with a strong position in wet and cold-pressed dog food. Comparable as a UK premium-positioned pet food brand targeting health-conscious pet parents.
Broad incumbents
- Royal Canin (Mars Petcare): Global leader in breed- and life-stage-specific pet nutrition, owned by Mars Petcare. Represents the scale incumbent that Tails.com's personalized model attempts to disrupt via direct consumer relationship.
- Nom Nom (Mars Petcare): Personalized pet food subscription acquired by Mars Petcare in 2022. Operates the same quiz-based DTC personalized meal model but now backed by a global pet food incumbent with vastly larger resources.
- Purina (Nestlé): Global pet food giant with extensive UK presence across nutrition, treats, and veterinary lines. Competes for the same UK pet food wallet share with far broader distribution and marketing budget.
- Zooplus: Europe's largest online pet supplies retailer (owned by Hellman & Friedman). Comparable as a digital-first pet retailer operating across multiple European geographies that Tails.com could expand into.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Tails.com social profiles
Digital presenceTails.com compliance and trust
Trust signalCompliance1 record
Tails.com financial estimates
Financial estimateRevenue estimate
Valuation estimate
Tails.com leadership team
Management profileNumber of profiles
Profiles5 records
Tails.com funding detail
Funding detailFunding overview
Funding rounds3 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Tails.com M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Tails.com
What does Tails.com do?
Tails.com is a direct-to-consumer subscription service that manufactures and delivers 100% personalized dog food formulated from over one million possible ingredient combinations based on each dog's breed, age, weight, activity level, allergies and health goals. Recipes are designed by vets and nutritionists and are automatically adjusted as the dog ages through life stages. Orders are shipped monthly across the UK with free mainland delivery, complemented by an online shop selling wet food, treats and dental chews.
Is Tails.com a public or private company?
Tails.com is a private company. It is classified as venture growth investor backed and is currently operating.
When was Tails.com founded?
Tails.com was founded in 2014. It employs 251 to 500 people.
Where is Tails.com based?
Tails.com is headquartered in Richmond Upon Thames, United Kingdom, in the Europe region.
How does Tails.com make money?
Three revenue lines are on record. Dog Food Subscription is the primary driver. The others are additional Products Add-ons and online Shop.
Who are Tails.com's main competitors?
Direct peers on record are Different Dog, Butternut Box, Lily's Kitchen and The Farmer's Dog. BarkBox is listed as an emerging player. Forthglade is listed as a regional player. Broad incumbents are Royal Canin (Mars Petcare), Nom Nom (Mars Petcare), Purina (Nestlé) and Zooplus.
Does Tails.com have an API?
No public API is recorded for Tails.com.
What industry is Tails.com in?
Tails.com's product category is Personalized Pet Nutrition. Its primary akta.pro industry code is CRADAFAA, Dry Kibble (Dog & Cat), with a secondary code of CRAFADAH, Pet Supplies Inventory-led Online Retailers. Its NAICS code is 311111 and its SIC code is 2000.