HiLife

What HiLife does

HiLife is a UK-based pet food brand established in 1995 and operated under parent company Assisi Pet Care. The company manufactures and distributes 100% natural wet food pouches, freeze-dried treats, and functional lickable treats for cats and dogs across all life stages (kitten/puppy, adult, and mature). The product range is built on proprietary manufacturing techniques including freeze-drying for cat treats to preserve nutritional value, gentle steaming of wet food pouches, and hand-preparation of whole proteins. HiLife differentiates through its LifePlus proprietary blend of added vitamins and minerals, a registered brand identity on packaging, and an industry-first Dolphin Safe tuna sourcing agreement with the Earth Island Institute.

The business operates a multi-channel go-to-market: a direct-to-consumer e-commerce storefront at hilifepet.co.uk with Subscribe & Save recurring delivery (15% off first order, 5% recurring, configurable 2-12 week cadence), supplemented by third-party marketplace listings on Amazon UK, Ocado, and Zooplus. Distribution is fulfilled primarily via Evri courier with next-day UK delivery on orders over £30. The portfolio encompasses four retained sub-brands — Banquet (wet dog food), Perfection (premium cat food), FEED ME! (semi-moist dog food), and Pets Pantry — addressing tiered price points under the Assisi Pet Care umbrella.

Revenue is generated through one-time product sales and subscription recurring orders, with unit pricing ranging from £1.75 for single treat packs to £30+ for multipacks. Customer targets are dog and cat owners in the UK seeking natural, additive-free nutrition; sub-segments include kitten, puppy, and senior pet owners with life-stage specific formulations. Geographic reach is principally UK with curated extensions into Europe via Zooplus, while delivery is restricted from the Republic of Ireland and Channel Islands.

Name

HiLife

Legal name

HiLife

Website

https://hilifepet.co.uk

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

11–50 employees

Short description

HiLife is a UK pet food brand (est. 1995) under Assisi Pet Care that makes 100% natural wet food, freeze-dried treats, and functional licks for cats and dogs, sold DTC via hilifepet.co.uk and through Amazon, Ocado, and Zooplus.

Ownership category

akta.pro rank

Product category

Pet Food

NAICS

Dog and Cat Food Manufacturing (311111)

SIC

Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)

akta.pro industry

PRIMARYCRADAFAD

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

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Pet Food & Treats

SECONDARYCRADAFAE

Treats & Chews

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Pet Food & Treats

SECONDARYCRADAFAH

Natural/Organic & Limited-Ingredient Diets

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Pet Food & Treats

Keywords

• Natural pet food
• Cat food pouches
• Dog food pouches
• Freeze-dried treats
• Pet nutrition

Headquarters

HQ city

Melton Mowbray

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, Technology or R&D

Revenue model

1. Direct Product Sales: HiLife generates revenue primarily through direct sales of pet food and treats via their e-commerce website. Products include wet cat food pouches, wet dog food pouches, freeze-dried treats, and functional lickable treats. Prices range from £1.75 for single treat packs to £30+ for multipacks.
2. Subscribe & Save Subscription: Recurring subscription model offering 15% discount on first order and 5% on all future deliveries. Customers can customize delivery frequency (every 2, 4, 6, 8, or 12 weeks) and manage subscriptions online. Subscription continues until paused or cancelled.
3. Third-Party Online Marketplace Sales: Distribution through online retail partners including Amazon, Ocado, and Zooplus, generating revenue through marketplace channel sales.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

HiLife manufactures and sells 100% natural wet food pouches and freeze-dried treats for cats and dogs across all life stages (kitten/puppy, adult, mature). The company also markets functional lickable treats targeting specific health needs (skin & coat, digestive support) and operates four sub-brands: Banquet, Perfection, FEED ME!, and Pets Pantry. Products are sold primarily through the HiLife e-commerce site and online marketplaces (Amazon, Ocado, Zooplus), with a Subscribe & Save subscription program offering 15% off first orders and 5% recurring.

Differentiator

Problem solved

Functional benefit

Brands

• Banquet: Wet dog food pouches made with high quality human grade ingredients and no artificial additives, offering great taste and value for money.
• Perfection
• FEED ME!
• Pets Pantry

Products and services

• HiLife Cat Treats (Chicken Breast & Duck Breast) Freeze-dried single-source protein cat treats (chicken breast 10g/30g, duck breast 10g) made from 100% natural ingredients, aimed at adult cat owners seeking high-protein, additive-free treats. Crude protein content 80-84%.
• HiLife Cat Food (Wet Pouches - Kitten, Adult, Mature) Gently steamed wet cat food pouches (e.g., Adult Cat Chicken Dinner Pâté 70g) formulated for kitten, adult, and mature cats with 100% natural ingredients and LifePlus nutrient blend. Marketed as complete nutrition for all life stages.
• HiLife Dog Food (Wet Pouches - Puppy, Adult, Grain Free) Wet dog food pouches (e.g., Adult Dog Chicken Recipes 150g and Jelly & Broth 150g selections) available in multipacks up to 32 count, with both grain-inclusive and grain free recipes. Includes puppy-specific recipes.
• HiLife Functional Cat Licks (Skin & Coat Care / Digestive Support) Lickable cat treats formulated for specific functional benefits, including Skin & Coat Care and Digestive Support variants. Made with 70% chicken breast and salmon. Sold in 5-packs.
• Banquet (Wet Dog Food Brand) Sub-brand offering wet dog food pouches made with high quality human-grade ingredients and no artificial additives, positioned as great taste and value.
• Perfection (Premium Cat Food Brand) Sub-brand offering premium cat food made with high quality human-grade ingredients and no artificial colours or flavours.
• FEED ME! (Dry Dog Food Brand)

Quantifiable outcome

• Products contain 100% or more of recommended daily amounts of essential nutrients including Zinc, Calcium, Vitamin B1, and Vitamin A
• +2 more outcomes

Segments5 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Earth Island InstitutecoreStrategic or Co-development PartnerHiLife was the first UK pet food manufacturer to sign an agreement with Earth Island Institute to purchase verified Dolphin Safe tuna. This partnership ensures ethical and sustainable tuna sourcing, with HiLife listed on their official website.
• Assisi Pet CarecoreOthersHiLife is owned by Assisi Pet Care, a pet care company headquartered in London. Assisi Pet Care operates as the parent organization for the HiLife brand.
• EvricoreChannel Partner/ Reseller/ DistributorHiLife partners with Evri (formerly Hermes) for delivery services. Evri provides next-day delivery for mainland UK orders placed before noon, with 2-4 day delivery for other UK locations. Evri's carbon neutral commitment aligns with HiLife's sustainability values.
• AmazonminorChannel Partner/ Reseller/ DistributorOnline marketplace distribution partner for HiLife pet food products in the UK market.
• OcadominorChannel Partner/ Reseller/ DistributorOnline grocery marketplace partner for HiLife products, providing additional retail distribution channel.
• ZooplusminorChannel Partner/ Reseller/ DistributorEuropean pet supplies online marketplace partner for HiLife products, extending reach beyond UK market.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Lily's Kitchen: UK premium natural pet food brand (acquired by Nestlé) selling wet food, dry food, and treats with a human-grade, natural-ingredient positioning that directly competes with HiLife in the same UK retail and DTC aisles.
• Arden Grange: UK pet food brand focused on natural, hypoallergenic recipes for dogs and cats. Targets the same premium natural buyer as HiLife across DTC, specialty, and grocery channels.
• James Wellbeloved: UK natural pet food brand focused on hypoallergenic, natural recipes across dry kibble and wet food. Shares HiLife's natural-leaning target consumer and UK supermarket/grocery distribution footprint.
• Harringtons: UK natural pet food brand owned by TA Kobayashi, positioned at a slightly lower price tier but with a comparable natural-ingredient proposition and similar wet/dry pouches and treats portfolio.
• Forthglade: UK natural pet food brand specializing in wet food trays and pouches for dogs and cats with a natural-ingredient positioning almost identical to HiLife's. The closest direct match on category, channel (DTC + grocery), and target consumer.
• Burns Pet Nutrition: Wales-based UK natural pet food brand built on natural ingredients and sensitive-stomach/skin positioning. A comparable mid-sized independent in the same natural pet food niche.

Emerging players

• Tails.com: UK personalized dog food subscription brand (Mars Petcare owned). Competes for the same subscription-driven, premium UK dog owner with a digitally-led, personalized-nutrition model.
• Butternut Box: UK DTC fresh dog food subscription brand. Competes with HiLife for premium UK dog owners and operates a similar subscription DTC model, though focused on fresh rather than pouch format.

Broad incumbents

• Pets at Home: UK's largest specialist pet retailer with an own-label pet food range and in-store vet/services. A channel competitor (shelf space, own-label) and adjacent incumbent against HiLife's DTC + marketplace mix.
• Bob Martin: Long-established UK mass-market pet food and health brand with a broader portfolio of treats and supplements. Competes in the same UK consumer brand space at different price points.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/hilifepet
• Instagraminstagram.com/hilifepet
• TikToktiktok.com/@hilifepet
• Xx.com/hilifedog

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries4 records

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 HiLife