Lily's Kitchen

What Lily's Kitchen does

Lily's Kitchen is a UK-headquartered natural pet food company founded by Henrietta, producing formulated wet and dry food, treats, dental chews, and supplements for dogs and cats. The product portfolio spans life stages (puppy/kitten, adult, senior) and specialty diets including grain-free, organic certified, novel protein (lamb, venison, wild boar, duck), sensitive stomach, sensitive skin, and vegan/vegetarian options. Formulations emphasize proper meat and offal as primary ingredients, exclude meat meal, and are positioned as complete and balanced nutrition supported by veterinary input including a partnership with Rory the Vet.

Name

Lily's Kitchen

Legal name

Lily's Kitchen Limited

Website

http://www.lilyskitchen.co.uk/

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Product category

Premium Pet Food

NAICS

Dog and Cat Food Manufacturing (311111), Pet and Pet Supplies Retailers (459910)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Natural/Organic & Limited-Ingredient Diets (CRADAFAH)

akta.pro secondary industries

Wet & Canned Pet Food (AFADAFAB), Dry Pet Food (Kibble) (AFADAFAA), Pet Treats & Chews (AFADAFAF), Functional & Veterinary Diet Pet Food (CRADAFAF), Dry Kibble (Dog & Cat) (CRADAFAA)

Keywords

• Natural pet food
• Premium dog food
• Cat food products
• Grain-free recipes
• Pet nutrition

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: Direct-to-consumer sales of wet food, dry food, treats, and accessories through the company's e-commerce website. Also distributes through major UK retailers including Tesco, Morrisons, and Waitrose.
2. Subscription Service: Recurring subscription service for repeat orders of pet food products at customer-chosen frequencies, with 20% discount for subscribers.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Lily's Kitchen manufactures and sells premium natural pet food for dogs and cats, including wet food, dry food, treats, dental chews, and supplements. Products are made with proper meat, offal, and natural ingredients, with specialty options including grain-free, organic certified, novel protein, sensitive stomach, sensitive skin, vegan/vegetarian, and life-stage specific formulations (puppy/kitten, adult, senior). The company sells directly via its own e-commerce websites and through major UK supermarket retailers, and offers a recurring subscription service with 20% off.

Product overview

Lily's Kitchen is a UK-based natural pet food company offering a comprehensive portfolio of products for dogs and cats. The core offering consists of wet food and dry food made with natural ingredients, proper meat, offal and vegetables, free from meat meal. Products span multiple life stages (puppy/kitten, adult, senior) and specialty diets including grain-free, organic, novel protein, sensitive stomach, sensitive skin, and vegan/vegetarian options. Additional products include treats, dental chews, and a recently launched supplements and salmon oil range for dogs. The company operates a subscription service and sells bundles and trial packs. The portfolio emphasizes natural ingredients, complete nutrition, and grain-free recipes, positioning in the premium pet food segment.

Differentiator

Problem solved

Functional benefit

Products and services

• Wet Dog Food Complete wet food meals made with natural ingredients, proper meat and offal, free from meat meal, available in various proteins and textures for dogs.
• Dry Dog Food Nutritious and complete dry food made with natural ingredients, freshly prepared proper meat, offal and vegetables for dogs.
• Dog Treats and Snacks Natural treats and snacks made with proper meat, offal and nutritious ingredients, free from meat meal for dogs.
• Dog Dental Chews Daily dental chews with natural ingredients and a chewy bubbly texture that reaches the gumline for plaque reduction.
• Wet Cat Food Complete and balanced wet cat food made with proper meat, offal and natural ingredients in various textures including pâté, shredded fillets, and tasty cuts.
• Dry Cat Food Dry cat food made with proper meat, offal or fish, perfectly balanced and complete with essential nutrients.
• Cat Treats Natural cat treats made with proper meat, offal and fish to a grain-free recipe.
• Grain-Free Dog Food Grain-free recipes that are easily digestible, gentle and nourishing, ideal for dogs with sensitive tummies, skin or gluten intolerances.
• Organic Dog Food 100% certified organic dog food made with nutritious organic ingredients including proper meat, vegetables and herbs.

Quantifiable outcome

• Market position as key UK challenger brand in £4 billion grain-free pet food market
• +1 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Pooch & Mutt: UK challenger brand in natural/premium dog food, cited alongside Lily's Kitchen as a key UK grain-free pet food challenger. Directly comparable in positioning, target customer, and channel mix.
• Butternut Box: UK direct-to-consumer fresh dog food brand. Operates a subscription-led DTC model targeting premium, ingredient-conscious pet owners with cooked fresh meals; directly comparable customer base and GTM motion to Lily's Kitchen.
• Barking Heads: UK natural/premium pet food challenger brand with overlapping positioning on natural ingredients, no added sugar, and a similar price tier in UK grocery and DTC channels.

Broad incumbents

• Nestlé Purina: Lily's Kitchen's parent company and a global pet care incumbent. Portfolio includes Felix, Bakers, Gourmet and Purina ONE; competes with Lily's Kitchen on the same UK supermarket shelves in the premium tier while also enabling its distribution.
• Hill's Pet Nutrition: Global premium and veterinary diet pet food brand owned by Colgate-Palmolive. Competes in the same premium/specialty diet aisles as Lily's Kitchen (sensitive stomach, skin, life-stage nutrition) across the UK and Europe.
• Royal Canin: Premium and breed/life-stage-specific pet food brand owned by Mars. Overlaps with Lily's Kitchen on life-stage and functional nutrition SKUs and uses veterinary channel distribution that complements retail.
• Mars Petcare: Global pet care incumbent owning Pedigree, Whiskas, Royal Canin and others. A direct competitor on UK grocery shelves and a likely acquirer/integrator of premium challengers like Lily's Kitchen.

Emerging players

• Wellness Pet Company: Natural pet food brand (Wellness CORE, Complete Health) positioned in the natural/holistic segment with grain-free and limited-ingredient lines overlapping Lily's Kitchen's specialty diet offerings.
• The Farmer's Dog: US direct-to-consumer fresh dog food brand with a similar subscription-led, ingredient-transparent value proposition to Lily's Kitchen. Comparable business model though currently US-focused.

Regional players

• Symply Pet Food: UK natural pet food brand emphasizing natural, wholesome ingredients with overlapping target customer base. A smaller UK regional competitor with comparable positioning but lower brand awareness than Lily's Kitchen.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/lilyskitchen

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 Lily's Kitchen