The Golden Paste Company

What The Golden Paste Company does

The Golden Paste Company is a UK-based animal health and nutrition brand founded in 2014 and operating as a subsidiary of I'Anson Holdings, a family-run animal feed business with more than 125 years of operating history. The company develops and sells turmeric-based supplement products for companion animals, organized around two flagship SKUs: Golden Turmeric Paste for dogs and cats, and TurmerAid pellets for horses and ponies. Formulations are built around curcumin with bioavailability enhancers, and the company sources proprietary Java Turmeric from Indonesia to underpin supply chain differentiation. The TurmerAid brand is trademarked, supporting brand equity in the equine segment, and the company maintains UFAS accreditation and Pet Industry Federation membership to signal quality assurance to trade buyers and end consumers.

Underlying inputs include a curated turmeric supply chain (Java Turmeric from Indonesia), proprietary blends combining turmeric with bioavailability enhancers (notably black pepper-derived piperine), and trade-level accreditations (UFAS, Pet Industry Federation) that function as procurement gating criteria with UK retail partners. The portfolio has been deliberately narrowed: management has discontinued non-core lines to concentrate R&D, manufacturing, and commercial effort on the two flagship SKUs.

The business model is a focused B2C supplement brand monetized primarily through UK retail partners (independent pet and equine retailers), with a subscription option layered on top for repeat purchase. The company supplements retail distribution with phone-based expert advice and a Trustpilot presence to drive conversion and retention. Revenue is generated per unit at typical niche supplement ASPs, with no enterprise contracts, no licensing disclosed, and no adjacent monetization streams, leaving the company dependent on volume throughput via its retail partner channel.

Name

The Golden Paste Company

Legal name

The Golden Paste Company

Website

https://goldenpastecompany.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

The Golden Paste Company is a UK animal supplement brand founded in 2014 and subsidiary of I'Anson Holdings, selling turmeric-based paste for dogs and cats and TurmerAid pellets for horses and ponies through UK retail partners.

Ownership category

akta.pro rank

Product category

Animal Dietary Supplements

NAICS

Dog and Cat Food Manufacturing (311111), Animal Food Manufacturing (3111)

SIC

Food And Kindred Products (2000), Agricultural Prod-Livestock & Animal Specialties (200)

akta.pro primary industry

Species-Specific Supplements (Dog/Cat/Other Companion Species) (HLAMALAN)

akta.pro secondary industries

Allergy & Anti-Inflammatory Supplements (HLAMALAL), Skin & Coat Supplements (HLAMALAB), Specialty & Condition-Specific Nutraceuticals (e.g., Liver, Eye, Endocrine) (HLAMALAO)

Keywords

• Pet dietary supplements
• Equine nutritional supplements
• Turmeric animal supplements
• Natural pet nutrition
• Horse joint supplements

Headquarters

HQ city

Ripon

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Technology or R&D, Personnel, Marketing or Sales

Revenue model

1. Pet Supplements Sales: Sale of Golden Turmeric Paste for dogs and cats through retail partners and subscription services. Products are available in recyclable plastic pouches.
2. Horse Supplements Sales: Sale of TurmerAid pellets for horses and ponies through retail partners and subscription services.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

The Golden Paste Company manufactures and sells two natural turmeric-based dietary supplements: Golden Turmeric Paste for Dogs and Cats (a ready-to-feed paste supplement) and TurmerAid™ Pellets for Horses and Ponies. Both products are formulated with Java Turmeric from Indonesia, combined with bioavailability-enhancing ingredients such as coconut/linseed oil and black pepper, and are sold exclusively through trusted UK retail partners (with subscription available via those partners).

Product overview

The Golden Paste Company is a natural turmeric supplement manufacturer for animals, now operating as part of I'Anson Holdings. The company offers two core products: Golden Turmeric Paste for Dogs and Cats (a ready-to-feed paste supplement) and TurmerAid™ for Horses and Ponies (pellet-form supplement). Both products are formulated with turmeric sourced from Indonesia, combined with bioavailability-enhancing ingredients such as coconut oil, linseed, black pepper, and apple cider vinegar. The company recently discontinued other products to focus exclusively on these two core offerings.

Differentiator

Problem solved

Functional benefit

Brands

• TurmerAid™: Easy to feed turmeric pellets for horses and ponies, containing turmeric, linseed, and black pepper for optimum absorption.

Products and services

• Golden Turmeric Paste for Dogs and Cats

Quantifiable outcome

• 100g of Golden Paste lasts 40 days at 1/4 teaspoon twice daily, 20 days at 1/2 teaspoon twice daily, and 10 days at 1 teaspoon twice daily

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• I'Anson HoldingscoreStrategic or Co-development PartnerParent company of The Golden Paste Company. I'Anson Holdings is a family-run business based in Masham, North Yorkshire, with over 125 years of experience in manufacturing animal feed and supplements. The Golden Paste Company operates as part of this holding company.
• Pet Industry Federation (PIF)minorOthersThe company is a member of the Pet Industry Federation, a trade association for pet product businesses in the UK.
• Universal Feed Assurance Scheme (UFAS)coreStrategic or Co-development PartnerThe company is a UFAS member, which guarantees quality feed sourcing and enables them to source guaranteed products and blend to declared nutrient levels. Batch analysis is independently audited according to written procedures.

Scale indicators3 records

Recent moves6 records

Expansion highlights2 records

Direct peers

• Lintbells (Yumove): UK-based pet supplement company best known for Yumove joint-care products for dogs. Direct competitor in the UK pet joint supplement category with established retail distribution and similar positioning around natural ingredients.
• Nutravet: UK pet supplement company offering natural joint care and wellbeing products for dogs and cats. Direct competitor in the natural pet supplement space with veterinary and retail distribution channels.
• Pooch & Mutt: UK premium pet food and supplement brand offering natural health products including joint care and skin & coat formulations. Comparable as a UK-focused natural pet wellness brand with retail distribution.
• Hilton Herbs: UK-based manufacturer of herbal supplements for horses, dogs, and cats. Comparable as a UK natural supplement specialist serving multiple animal species with retail partner distribution.
• NAF (Natural Animal Feeds): UK equine supplement manufacturer with broad horse and pony product range including joint, digestive, and coat support. Direct competitor on the TurmerAid equine side with overlapping target customers and retail channels.
• Global Herbs: UK herbal equine supplement manufacturer offering natural formulations for joint, digestive, and respiratory health. Comparable to TurmerAid in the UK herbal equine supplement category with shared retail channels.
• Equine America: UK equine supplement brand with joint, hoof, calming, and digestive formulations. Directly comparable to TurmerAid on the horse/pony side with similar condition-specific positioning and UK retail distribution.
• Dorwest Herbs: Long-established UK herbal pet supplement manufacturer offering natural health products for dogs and cats. Directly comparable as a UK natural/herbal pet supplement brand with retail partner distribution and condition-specific formulations.

Broad incumbents

• Vet's Best: Established pet wellness brand offering natural supplements, grooming, and care products for dogs and cats. Comparable as a broader natural pet supplement portfolio competing for the same shelf space and consumer attention as The Golden Paste Company.

Emerging players

• Mark & Chappell: UK-based manufacturer of natural animal health products and supplements for pets. Comparable as a smaller UK natural pet supplement specialist with overlapping condition-specific product offerings.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/TeamTurmeric

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 The Golden Paste Company