What SPILLERS does

SPILLERS is a UK equine nutrition brand established in 1958 and recognized as the creator of the first compound horse feed. The company is owned by Mars Horsecare UK Limited, a private limited subsidiary of Mars, Incorporated, with its registered office at 3d Dundee Road, Slough, Berkshire (company number 3596340). SPILLERS offers 46 products organized into seven core feed categories — balancers, cubes, fibres, mashes, mixes, supplements, and treats — alongside specialist nutrition lines for clinical conditions (laminitis, gastric ulcers, dental issues, excitability, box rest, low sugar/starch, molasses-free, senior), body condition (good doer, poor doer), and breeding and performance (racing, stud). Underlying product technology is grounded in equine nutrition science developed through 65+ years of R&D and validated by long-standing research partnerships with the WALTHAM Petcare Science Institute, the University of Melbourne, and the Royal Veterinary College; products targeting the competition market carry BETA NOPS and BETA EGUS certifications.

SPILLERS serves multiple horse owner segments: performance/competition owners, senior horse owners, good doer/overweight owners, poor doer/underweight owners, breeding/stud operators, and owners of horses with clinical conditions. Customer engagement is built on three pillars: a free Care-Line one-to-one nutrition enquiry service staffed by SPILLERS nutrition specialists, on-site yard visits that include weighbridge and body condition scoring, and two community-led programs — the SPILLERS Slimmers' Club (13,500+ members) and the SPILLERS Super Seniors' Club. The brand also offers AMTRA-eligible nutrition training modules for feed advisors and retail staff, creating a channel-enablement layer.

The business model is a one-time-purchase physical product sale of packaged horse feed, with revenue generated through UK retail stockists, Amazon marketplace, direct website sales, and international distributors. Retail pricing is set at the stockist level and is not publicly disclosed by SPILLERS. The company is privately held within Mars, Incorporated and does not disclose revenue, headcount, or financial detail; no venture or institutional funding is reported.

Name

SPILLERS

Legal name

Mars Horsecare UK Limited

Website

https://spillers-feeds.com

Company type

Private

Founded year

1958

Operating status

Operating

Headcount range

1–10 employees

Short description

SPILLERS is a UK equine nutrition brand founded in 1958, offering 46 horse feed products across performance, senior, clinical, and breeding categories. Owned by Mars Petcare's Mars Horsecare UK subsidiary, it serves horse owners through UK stockists, Amazon, direct website, and international distributors.

Ownership category

akta.pro rank

Product category

Equine Nutrition / Horse Feed

NAICS

Other Animal Food Manufacturing (311119)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Complete Equine Feeds (Pelleted/Extruded/Textured) (AFADAEAA)

akta.pro secondary industries

Equine Concentrates & Balancers (Ration Balancers, Fortified Concentrates) (AFADAEAB), Equine Senior & Special-Needs Feeds (Easy-Keeper, Metabolic/Low-NSC) (AFADAEAE), Equine Medicated & Functional Feeds (Gastrointestinal Support, Calming, Hoof/Coat Functional Claims) (AFADAEAJ), Equine Supplements & Additives (Vitamins/Minerals, Joint, Digestive, Electrolytes) (AFADAEAG), Equine Forage Products (Hay Cubes, Chaff, Alfalfa Pellets) (AFADAEAC), Equine Nutrition & Therapeutic Diets (HLAMAHAE)

Keywords

• Equine nutrition products
• Horse feed supplements
• Horse feed balancers
• Equine dietary supplements
• Horse feed manufacturing

Headquarters

HQ city

Wolverton

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, Technology or R&D

Revenue model

1. Horse Feed Products: SPILLERS generates revenue through the sale of horse feed products including balancers, cubes, fibres, mashes, mixes, supplements, and treats. Products are sold through retail stockists, online marketplaces (Amazon), and direct website sales.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

SPILLERS manufactures and sells compound horse feed products spanning balancers, cubes, fibres, mashes, mixes, supplements and treats, with specialist lines for clinical conditions (laminitis, gastric ulcers, dental issues, excitability, box rest), body condition (good doer, poor doer), and breeding and performance (stud, racing, competition). Products are sold to horse owners through UK retail stockists, Amazon, international distributors and the SPILLERS website, with free nutritional support via the Care-Line enquiry service and on-site yard visits.

Product overview

SPILLERS is a horse feed company offering a comprehensive range of equine nutrition products under multiple categories. The product portfolio includes core feed types (Balancers, Cubes, Fibres, Mashes, Mixes, Supplements, Treats) alongside specialist nutrition lines for clinical conditions (Laminitis, Gastric Ulcers, Dental Issues, Excitability, Box Rest, Low Sugar & Starch, Molasses-Free, Senior) and body condition categories (Good Doer, Poor Doer). The company also provides breeding and performance feeds for racing and competition horses. Products are distributed through retail stores, Amazon, and direct sales, with nutritional consultation services offered through the Care-Line. SPILLERS has a heritage dating back to 1958 as the creator of the first compound horse feed, now owned by Mars Horsecare UK Limited.

Differentiator

Problem solved

Functional benefit

Brands

• SPILLERS Slimmers' Club: A supportive community for owners of overweight horses and ponies with over 11,000 members providing practical tips, encouragement, and expert input from SPILLERS.
• SPILLERS Super Seniors' Club

Products and services

• SPILLERS Ulca Fibre High-fibre, high-oil, ultra-low-starch horse feed that supports condition, topline, and digestive health without excitability; aimed at horse owners seeking low-NSC nutrition.
• SPILLERS Happy Hoof Low-calorie short-chop fibre feed suitable for horses prone to laminitis; targeted at owners managing good doers and laminitis risk.
• SPILLERS Happy Hoof Molasses Free Molasses-free version of the low-calorie Happy Hoof fibre product, for horses requiring sugar-free feed options.
• SPILLERS Speedy-Mash Fibre Quick-soaking sugar beet blend that can act as a hay replacer for horses who cannot chew short-chop fibre; laminitis-friendly.
• SPILLERS Senior Super-Mash Medium-calorie, quick-soaking fibre blend suitable for senior horses prone to laminitis, usable as a hay replacer.
• SPILLERS High Fibre Cubes Low-calorie cubes that can be fed dry or soaked into a mash; versatile for many horses.
• SPILLERS Ulca Power Cubes High-performance cubes carrying the BETA EGUS mark as approved for horses with gastric ulcers; suitable for racing and high-level competition.
• SPILLERS HDF Power Cubes Scientifically proven to support horses with gastric ulcers while providing energy for performance; aimed at racing and competition.
• SPILLERS Lite & Lean Balancer Low-calorie balancer for overweight horses that delivers a balanced diet without adding unnecessary calories.
• SPILLERS Daily Balancer Budget-friendly balancer providing essential nutrients without premium added extras.
• SPILLERS Gro N' Win Balancer Stud balancer ideal for those not requiring the high calorie levels of traditional stud feeds.
• SPILLERS Supple & Senior Balancer Multi-vitamin and mineral balancer with added joint support for senior horses, containing DHA omega 3, 7.5g glucosamine, 10g MSM per 500g serving, and 15mg biotin.
• SPILLERS Alfalfa-Pro Fibre High-oil alfalfa blend for optimum condition and digestive support, suitable for horses prone to gastric ulcers. Contains 12.5 MJ/kg digestible energy, 10% oil, 12% protein.
• SPILLERS Stud and Yearling Cubes Feed cubes designed for breeding horses, yearlings, and youngstock.
• SPILLERS Stud and Youngstock Mix Mixed feed for stud horses, youngstock, and growing foals.
• SPILLERS Senior Complete Care Mix Complete care feed for senior horses with additional nutritional support.
• SPILLERS Senior Conditioning Mix High-calorie conditioning mix for senior horses needing to gain or maintain weight.
• SPILLERS Shine+ Conditioning Mix Conditioning mix for horses that could benefit from added sparkle or for those preferring wholesome mix flavours.
• SPILLERS Digest+ Conditioning Cubes High-fibre, low-starch conditioning cubes with added digestive support.
• SPILLERS Hoof Health Supplement Supplement containing biotin, zinc, copper, and amino acids to support strong, quality hoof growth.

Quantifiable outcome

• Laminitis prevention through low NSC (starch and sugar) diets
• +2 more outcomes

Named customers3 records

Segments6 records

Ideal customer profiles6 records

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.

• University of MelbournecoreStrategic or Co-development Partner · 1 January 2025Research partnership on pituitary pars intermedia dysfunction (PPID/Cushing's syndrome) and insulin dysregulation in senior horses. Study published in Equine Veterinary Journal evaluating effect of pergolide mesylate on insulin dysregulation, selected as clinically relevant research.
• WALTHAM Petcare Science InstitutecoreStrategic or Co-development PartnerLong-standing research partnership with WALTHAM, the scientific arm of Mars Petcare. SPILLERS works with WALTHAM, vets, and nutritionists worldwide to bring the latest scientific insights and research findings to their product development and customer guidance.
• Royal Veterinary CollegecoreStrategic or Co-development PartnerCollaboration on laminitis research with researchers including Dr Edd Knowles from the Royal Veterinary College. Research investigating prediction of laminitis risk in horses and ponies.
• BETA (British Equestrian Trade Association)coreStrategic or Co-development PartnerSPILLERS is a member of the BETA NOPS (Naturally Occurring and Other Prohibited Substances) scheme with processes in place to monitor supply chain and subject to yearly audits according to the BETA NOPS code of practice.
• AMTRAminorGTM or Marketing PartnerPartnership for professional development where SPILLERS Module 4 (Clinical Conditions) is eligible for AMTRA points. SPILLERS collates quiz results and submits to AMTRA on behalf of completed participants.
• Equine Veterinary JournalminorStrategic or Co-development PartnerResearch published in partnership with Equine Veterinary Journal for PPID study recognition. The journal recognized the University of Melbourne/SPILLERS research as one of the most clinically relevant pieces of research published.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Blue Chip Feed: UK equine supplement and balancer specialist offering targeted nutritional products. Overlaps materially with SPILLERS' supplement and balancer SKUs and shares independent-retail distribution.
• Allen & Page: Long-established UK horse feed brand offering a similar range of complete feeds, fibre-based diets, and specialist nutrition. Competes head-on with SPILLERS in the natural / fibre-led equine nutrition positioning.
• Equine America: UK equine supplement brand covering joint, hoof, calming, and digestive claims. Overlaps meaningfully with SPILLERS' supplement portfolio and is sold through similar retail channels.
• Saracen Horse Feeds: UK equine nutrition manufacturer with a comparable product matrix across performance, breeding, and clinical categories. Direct overlap with SPILLERS on retail stockist distribution and competition-rider customer base.
• Baileys Horse Feeds: UK equine feed manufacturer producing complete feeds, balancers, and performance lines distributed through independent retailers. Closely comparable product depth and target customer base to SPILLERS in the UK leisure and competition horse market.
• Dodson & Horrell: Heritage UK equine feed brand with a comparable full-spectrum product portfolio (balancers, mixes, supplements, specialist clinical lines) and similar equestrian-channel distribution. Directly competes with SPILLERS across most SKUs and customer segments in the UK.
• NAF (Nutritional Advice for Animals): Leading equine supplement brand with broad product range and strong UK/EU retail presence. Directly comparable to SPILLERS' supplements category and shares the same independent-stockist go-to-market model.

Broad incumbents

• Purina Animal Nutrition (Land O'Lakes): Diversified animal feed manufacturer with a long-standing equine line. Compares to SPILLERS on category coverage (horse feed and supplements) but operates at much greater scale across multiple species and geographies.
• Buckeye Nutrition: US equine feed manufacturer with a broad portfolio of textured, pelleted, and specialty horse feeds. Comparable product mechanics and target user, but operates primarily in North America rather than the UK.

Emerging players

• Tribute Equine Nutrition: Equine-focused feed brand emphasising fixed-formula, low-starch formulations for metabolic and performance horses. Closely comparable positioning to SPILLERS' specialist clinical-condition lines (laminitis, gastric ulcers).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/teamspillers
• Instagraminstagram.com/spillershorsefeeds
• TikToktiktok.com/@team_spillers
• Xx.com/TeamSPILLERS
• LinkedInlinkedin.com/company/mars-horsecare-uk-ltd.

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 SPILLERS