What Natures Menu does

Natures Menu is a UK-based pet food manufacturer founded around 1980 in Norfolk, producing raw, dry, wet, and freeze-dried food for dogs and cats. The company's core technology centers on cold-chain raw food manufacturing including freeze-drying and steam cooking in own juices, conducted in DEFRA-approved facilities following FEDIAF guidelines. Its product portfolio spans multiple formats — frozen raw nuggets, supercharged kibble with added freeze-dried raw bites, wet food in cans and pouches, freeze-dried meals, and treats — anchored by sub-brands Country Hunter (high-protein dog food) and Especially for Cats. The company also operates a Breeder Club serving professional breeders and offers a Personal Nutrition Plan builder for dog owners.

The business model is multi-channel within the UK domestic market, combining direct-to-consumer e-commerce through naturesmenu.co.uk, a subscription-based 'Subscribe and Save' programme offering 10% recurring discounts with weekly to bi-monthly delivery flexibility, and physical retail distribution through a network of UK stockists. Pricing is mid-premium, with dog food units priced between £1.99 and £6.99 and cat food multipacks between £12.59 and £24.99. Customer segments are predominantly consumer-focused: health-conscious dog and cat owners seeking natural or biologically appropriate nutrition, with a secondary segment of professional breeders served through dedicated bulk purchasing. Company-reported metrics include over 2 million meals served per month and a claimed 92% customer stick rate post-transition. The company employs 251-500 people, has no public listing or disclosed institutional investment, and operates exclusively within the UK despite self-identifying as 'Europe's leading experts on raw and natural dog and cat foods.'

The intellectual property and content assets include a substantial raw-feeding advice centre featuring expert-led guides, beginner transition content, and veterinary-nurse-led video materials used as top-of-funnel content marketing. Regulatory assets include DEFRA approval and FEDIAF compliance, which constitute meaningful barriers to entry for raw pet food competitors in the UK. No AI, machine learning, or proprietary digital technology is evidenced beyond a likely rule-based personalization questionnaire.

Name

Natures Menu

Legal name

Natures Menu

Website

https://naturesmenu.co.uk

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

251–500 employees

Short description

Natures Menu is a UK-based pet food manufacturer producing raw, dry, wet, and freeze-dried food for dogs and cats, serving health-conscious UK pet owners via D2C e-commerce, subscription delivery, and physical retail stockists.

Ownership category

akta.pro rank

Product category

Raw and natural pet food

NAICS

Dog and Cat Food Manufacturing (311111), Animal Food Manufacturing (3111), Dried and Dehydrated Food Manufacturing (311423)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Frozen & Raw Pet Food (incl. freeze-dried) (CRADAFAD)

akta.pro secondary industries

Raw & Fresh Pet Food (Refrigerated/Frozen) (AFADAFAE), Freeze-Dried & Dehydrated Pet Food (AFADAFAD), Dry Pet Food (Kibble) (AFADAFAA), Wet & Canned Pet Food (AFADAFAB), Pet Treats & Chews (AFADAFAF), Natural/Organic & Limited-Ingredient Diets (CRADAFAH)

Keywords

• Raw pet food
• Natural dog food
• Cat food products
• Freeze-dried pet food
• Pet nutrition plans

Headquarters

HQ city

Watton

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, Infrastructure

Revenue model

1. Pet Food Product Sales: Direct sales of dog and cat food products across multiple formats including raw frozen, dry kibble, wet canned/pouched, and freeze-dried. Offers both one-time purchases and subscription delivery models with 10% subscriber discount.
2. Subscription Delivery: Recurring revenue through subscribe-and-save model offering 10% discount on all orders with flexible delivery frequencies (weekly, bi-weekly, monthly)

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Natures Menu manufactures and sells natural and raw pet food for dogs and cats in the UK, offering raw frozen, dry kibble with added freeze-dried raw bites, wet food in cans and pouches, freeze-dried food, and treats. Products are made with natural ingredients, free from artificial colours, flavours, and preservatives, developed with veterinarians and nutritionists and produced in DEFRA-approved facilities in Norfolk. The company also provides a Personal Nutrition Plan customisation service and a Subscribe and Save recurring delivery programme.

Product overview

Natures Menu is a UK-based pet food company offering natural, minimally processed dog and cat food with over 45 years of experience. The product portfolio includes raw frozen dog food, dry kibble with freeze-dried raw bites, wet food in cans and pouches, freeze-dried food, and treats for both dogs and cats. For dogs, key product lines include the Complete & Balanced 80/20 and 60/40 ranges, the Country Hunter sub-brand, and the Puppy 80/20 formula. For cats, offerings include poultry-based food, fish-based food, and meat bites in gravy. The company also provides Personal Nutrition Plan customization services and a Subscribe and Save subscription programme. All products are made with natural ingredients, free from artificial colours, flavours, and preservatives, and are developed with veterinary and nutritional expertise.

Differentiator

Problem solved

Functional benefit

Brands

• Country Hunter: A product range featuring high-quality meat proteins such as beef, chicken, lamb, and salmon nuggets.
• Especially for Cats

Products and services

• Raw Dog Food Nutrient-rich frozen raw dog food made with 100% natural ingredients, designed to provide the most natural diet benefiting coat, digestion, and lifelong wellbeing for dogs.
• Dry Dog Food Supercharged crunchy kibble upgraded with added freeze-dried raw bites for an extra nutritional boost, providing complete and balanced nutrition for dogs.
• Wet Dog Food Easy-to-store cans and pouches with high meat content, available in a big variety of flavours for complete and balanced nutrition for dogs.
• Freeze Dried Dog Food Convenient dog food full of nutrients and flavour, freeze-dried to preserve nutritional content while offering easy storage and preparation.
• Dog Treats Meaty chunks and superfood bars to reward good behaviour in dogs, available in both raw and dry formats.
• Complete & Balanced 80/20 Raw Dog Food Complete and balanced raw food recipes with 80% meat and 20% fruits and vegetables formulated for adult dogs.
• Complete & Balanced 60/40 Raw Dog Food Complete and balanced raw food recipes with 60% meat content, providing balanced nutrition for dogs.
• Complete & Balanced Puppy 80/20 Raw Food Expertly crafted complete and balanced raw food for puppies with 80% meat content, formulated for growing dogs.
• Country Hunter Raw dog food range featuring high-quality protein sources including beef, chicken, lamb, and salmon with fruits and vegetables.
• Cat Food - Poultry Range Expertly-crafted cat meals with real poultry including chicken and turkey, free from artificial colours or preservatives.
• Cat Food - Fish Range Cat food recipes featuring fish varieties including salmon and trout, formulated for feline nutrition.
• Cat Treats Real and natural cat treats made with natural ingredients, available in meat and fish varieties.
• Meat Bites in Gravy Selection (Cat) Selection of wet cat food pouches in Chicken, Turkey, Salmon and Tuna varieties in savoury gravy, made with natural ingredients without artificial colours, flavours or preservatives.
• Meat Selection 12 Can Multipack (Cat) Multipack canned cat food including Chicken with Turkey, Beef and Chicken, and Chicken with Salmon and Tuna varieties from the complete and balanced range.
• Salmon Treats (Cat) Real meat healthy cat treats made with 95% salmon, trout and pork, gluten free in re-sealable 50g packs.
• Personal Nutrition Plan Custom nutrition planning service that creates a personalised diet for dogs based on their characteristics, allowing pet owners to build their own nutrition plan.
• Subscribe and Save Subscription service offering 10% discount on every order with flexible delivery scheduling and easy cancellation options.

Quantifiable outcome

• 92% of customers would never switch back to previous food
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• Darlings Pet Food: Emerging UK raw dog food brand focused on raw complete meals. Smaller-scale emerging player with partial overlap in the UK raw pet food category Natures Menu leads.
• Stella & Chewy's: US raw and freeze-dried pet food brand sold via retail and DTC. Strong overlap in freeze-dried raw positioning and natural ingredient messaging, comparable to Natures Menu's freeze-dried line.
• Primal Pet Foods: US-based raw and freeze-dried pet food manufacturer with a comparable product range including freeze-dried raw bites and frozen raw formulas. Adjacent geographic competitor with strong category overlap in format and positioning.

Direct peers

• Pure Pet Food: UK-based air-dried natural dog food brand selling DTC with subscription. Competes in the same natural/ minimally-processed segment with a different preservation format (air-dried vs raw frozen).
• Poppy's Picnic: UK raw and natural dog food company with DTC subscription delivery. Competes head-to-head with Natures Menu in the UK raw feeding segment with comparable multi-format product range.
• Benyfit Natural: UK raw pet food brand producing raw dog food with a working-dog positioning. Direct competitor targeting the same raw-feeding enthusiasts, primarily via DTC.
• Butternut Box: UK-based fresh, gently-cooked dog food brand operating on a similar DTC subscription model. Direct competitor in the UK natural/fresh pet food category with overlapping customer base of health-conscious pet owners.
• Natural Instinct: UK raw pet food manufacturer specialising in frozen raw dog and cat food. Closest direct competitor in the UK raw feeding segment with similar DEFRA-compliant manufacturing and DTC channel mix.

Broad incumbents

• Mars Petcare: Global pet care giant owning brands like Royal Canin, Pedigree, Whiskas, and Cesar. Operates broadly in UK pet food and increasingly in premium/natural sub-segments, posing structural competitive pressure on specialists like Natures Menu.
• Nestlé Purina: Global pet food multinational with a broad portfolio spanning dry, wet, treats, and increasingly natural/Beneful-organic ranges. Large incumbent competing for the same UK consumer wallet with vastly greater distribution and marketing scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebooken-gb.facebook.com/NaturesMenuPetFood
• Xx.com/naturesmenu

Revenue estimate

Valuation estimate

Number of profiles

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 Natures Menu