Platinum Pet Food & Care

What Platinum Pet Food & Care does

Platinum Pet Food & Care Ltd is a UK-based private limited company (registered in England and Wales, company number 08821057) that manufactures premium pet food for dogs and cats and sells primarily through its own e-commerce storefront at platinum.co.uk, with a registered office at Unit 3, Apollo Park, Armstrong Way, Yate, Bristol BS37 5AH. The company serves individual UK pet owners, dog breeders (via a dedicated breeder registration program), and pets with specialised dietary requirements (via the Vetactive line for senior, light, sensitive, and hypoallergenic diets), with a sub-line of dog and cat accessories sourced partly from third-party manufacturers such as HUNTER.

The product portfolio is anchored by two proprietary preparation methods. Fleischsaftgarung (FSG) cooks fresh meat under vacuum at low temperature in the meat's own juices without added water or broth, producing chewy-soft dry food with residual moisture that does not swell in the dog's stomach and reduces gastric torsion risk. The Freshmeatdryer method processes fresh meat at low temperature to produce crispy dry cat food under the MeatCrisp brand, distinguished from extruded, cold-pressed, or baked alternatives. Wet dog food is packaged in Tetra-Recart cartons (67% FSC-certified cardboard, 81% lower CO2 emissions versus tins, 36-month shelf life) through a partnership with Tetra Pak, and product safety is verified through ongoing independent testing by ELAB Analytik GmbH (formerly TÜV Süd Elab).

Revenue is generated through one-time e-commerce purchases and a recurring subscription service offering customer-defined delivery intervals with up to 10% loyalty benefits, denominated in GBP with VAT included and free delivery on orders over £29. The company additionally supports a 100-day money-back guarantee, free food sample program, an online Food Advisor portion calculator, and a breeder program with feeding tables. Customer acquisition is driven by owned channels (website, newsletter via Mailingwork), paid acquisition across Google Ads (including Customer Match and remarketing), Facebook, Instagram, TikTok (Pixel and Conversion API), and Pinterest, and earned media via Trusted Shops and a five-star Google rating. The German market brand recognition is independently validated by CheckForPet's 1st place ranking and Best Rated Brand 2025 designation, though UK is the disclosed commercial geography.

Name

Platinum Pet Food & Care

Legal name

Platinum Pet Food & Care Ltd

Website

https://platinum.co.uk

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Platinum Pet Food & Care Ltd is a UK-based premium pet food manufacturer selling dog and cat food directly to consumers via platinum.co.uk. It uses proprietary FSG vacuum-cooking and Freshmeatdryer preparation methods, with a recurring-delivery subscription and 100-day money-back guarantee.

Ownership category

akta.pro rank

Product category

Premium Pet Food

NAICS

Dog and Cat Food Manufacturing (311111), Pet and Pet Supplies Retailers (45991)

SIC

Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Dry Kibble (Dog & Cat) (CRADAFAA)

akta.pro secondary industries

Wet & Canned Pet Food (AFADAFAB), Functional & Veterinary Diet Pet Food (CRADAFAF), Vitamins, Minerals & Multivitamin Supplements (HLAMALAF)

Keywords

• Premium pet food
• Dry dog food
• Dry cat food
• Pet food subscription
• Specialized pet nutrition

Headquarters

HQ city

Bristol

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. Direct E-commerce Sales: Direct online sales of dog and cat food through company website. Customers purchase dry food, wet food, snacks, trial packages and accessories. Revenue collected at point of purchase.
2. Subscription Service: Recurring subscription model for regular deliveries of dog and cat food. Provides loyalty benefit of up to 10% discount. Flexible delivery intervals set by customer at time of ordering.
3. Accessories and Merchandise: Sale of dog and cat accessories including feeding bowls, training equipment, and branded products from third-party manufacturers like HUNTER.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Platinum Pet Food & Care manufactures and sells premium dry and wet dog food and dry cat food under the PLATINUM brand, using proprietary low-temperature meat preparation methods (Fleischsaftgarung/FSG for dogs and Freshmeatdryer for cats). Products are sold directly to consumers through platinum.co.uk and a subscription service, with fresh meat as the primary ingredient and no artificial additives. Supporting offerings include FSG-prepared snacks, specialist Vetactive formulas, trial boxes, accessories, and independent third-party quality testing.

Product overview

Platinum Pet Food & Care is a premium pet food manufacturer offering a focused product portfolio centered on two proprietary preparation methods: Fleischsaftgarung (FSG) for dog food and Freshmeatdryer for cat food. The product range consists of FSG-prepared dry and wet dog food (Adult, Puppy, Senior, Light, Sensitive, and Hypoallergenic varieties), FSG dog snacks (Stars, Click-Bits, Fit-Sticks, Fit-Bits functional treats), and trial/starter boxes. For cats, the company offers MeatCrisp dry cat food (Adult, Sterilised, Kitten varieties) prepared using the Freshmeatdryer method. Supporting offerings include a subscription service with loyalty benefits, a free food sample program, a food advisor calculator tool, and dog/cat accessories. All products emphasize fresh meat as the primary ingredient, gentle preparation methods, and species-appropriate nutrition without meat meal, grain, or artificial additives.

Differentiator

Problem solved

Functional benefit

Products and services

• FSG (Fleischsaftgarung) Dry Dog Food

Quantifiable outcome

• 81% lower carbon dioxide emissions compared to traditional tin packaging
• +5 more outcomes

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration19 records

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Trusted Shops GmbHcoreTechnology or IntegrationReview collection and buyer protection service. Sends email reminders for customer reviews after orders. Provides Trusted Shops seal and buyer protection for PLATINUM customers.
• DPDGROUP UK LTDcoreChannel Partner/ Reseller/ DistributorPrimary shipping courier for UK deliveries. PLATINUM transmits customer email addresses for shipment tracking notifications. Operates from Roebuck Lane, Smethwick, West Midlands B66 1BN.
• PayPal (Europe) S.à r.l. et Cie, S.C.A.coreTechnology or IntegrationPayment processing partner. Handles PayPal transactions for customer purchases on platinum.co.uk. Located at 22-24 Boulevard Royal, L-2449 Luxembourg.
• ELAB Analytik GmbHcoreStrategic or Co-development PartnerFormerly TÜV Süd Elab. Independent laboratory testing for PLATINUM products including fresh meat content verification, harmful substances screening, and declaration compliance. Regular testing ensures product quality.
• Tetra Pak (Tetra-Recart)coreTechnology or IntegrationPackaging technology partner for wet dog food. Tetra-Recart carton packaging enables low-temperature cooking while maintaining 36-month shelf life and 81% lower carbon emissions than traditional cans.
• HUNTERminorChannel Partner/ Reseller/ DistributorThird-party manufacturer of dog accessories sold through PLATINUM website including feeding bowls, snack bags, training dummies, and poop bag dispensers.

Scale indicators4 records

Recent moves5 records

Expansion highlights6 records

Broad incumbents

• Champion Petfoods (Orijen & Acana): Global premium and 'biologically appropriate' pet food manufacturer behind Orijen and Acana. Competes with PLATINUM on fresh-meat, high-protein, premium positioning but at much larger global scale.
• Royal Canin (Mars Petcare): Global premium pet food brand owned by Mars Petcare with a strong veterinary and breed-specific positioning. Overlaps with PLATINUM's Vetactive and breed-specific lines (e.g., Minis Dry Dog Food) and dwarfs it on scale and distribution.
• Hill's Pet Nutrition: Global premium pet food brand with a science-led, veterinary-channel focus. Comparable to PLATINUM's Vetactive Senior, Light, Sensitive, and Hypoallergenic range through its therapeutic and specialty diet lines.
• Nestlé Purina: One of the world's largest pet food manufacturers with a broad portfolio including Purina ONE, Pro Plan, and Felix. Sets the competitive baseline on distribution, marketing, and pricing against which PLATINUM must differentiate.

Direct peers

• Canagan: UK premium pet food brand focused on high-meat, grain-free formulations for dogs and cats. Competes head-to-head with PLATINUM on premium fresh-meat positioning and species-appropriate nutrition claims.
• Bella & Duke: UK raw and natural pet food brand with a subscription-led DTC model. Comparable to PLATINUM on premium positioning, subscription mechanics, and the focus on species-appropriate, minimally processed pet nutrition.
• Lily's Kitchen: UK-based premium natural pet food brand with a strong DTC and retail footprint, offering dry, wet, and snack ranges for dogs and cats. Directly competes with PLATINUM on the same premium, fresh-meat, natural-ingredient positioning in the UK market.
• Forthglade: UK-based natural pet food manufacturer with a strong wet food and cold-pressed dry food range. Comparable in its premium, natural-ingredient, mostly DTC and UK-specialist-retail positioning.
• Barking Heads: UK premium pet food brand offering dry food, wet food, and treats positioned around natural ingredients and health benefits. Direct competitor to PLATINUM in the UK premium pet food segment.
• Symply Pet Food: UK premium natural pet food brand with a focus on high-meat, hypoallergenic recipes for dogs and cats. Competes with PLATINUM on the same UK premium, natural, and veterinary-style dietary positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/Platinumpetfood
• Facebookfacebook.com/platinumuk
• Instagraminstagram.com/platinumpetfood
• Pinterestpinterest.co.uk/PlatinumPetFood
• TikToktiktok.com/@platinumpetfood

Compliance5 records

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 Platinum Pet Food & Care