Irish Pure
Irish Pure is a Berlin-based D2C company selling premium grain-free Irish-made dog food, snacks, and supplements to health-conscious German pet owners via its own e-commerce storefront, a recurring subscription program, and a B2B portal for breeders and trade.
- Company typePrivate
- Founded2016
- HeadquartersBerlin, Germany
- Headcount1–10
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Irish Pure does
Irish Pure GmbH is a Berlin-headquartered, privately held direct-to-consumer pet food company founded in 2016 that sells premium grain-free dog food, snacks, and supplements manufactured in Ireland. The product portfolio is anchored on four core lines — dry food (Trockenfutter), wet food (Nassfutter), snacks, and the Care Line supplements — differentiated by >65% meat content, single-protein recipes, inclusion of 3% Atlantic Kelp algae, and absence of grain and artificial additives. Products are processed within 48 hours of slaughter at licensed Irish family farms under Global Food Standard certification.
The business operates a product-led, e-commerce-centric go-to-market model with its own German-language storefront at irish-pure.de serving as the primary sales channel. Revenue is generated through three streams: (1) direct one-time e-commerce purchases at unit prices ranging from €5.99 (snacks) to €34.99 (supplements); (2) the Futterabo subscription program offering a perpetual 10% discount with configurable delivery cadence, priority shipping, and bundled free supplements on orders above €50; and (3) B2B wholesale via a dedicated portal (b2b.irish-pure.de) serving dog breeders and specialty retailers. Distribution is augmented by selected specialty pet retail and veterinary practice partners, plus a storefinder feature.
Customer acquisition is driven by an SEO-focused educational blog, organic social media presence on Facebook, Instagram, and TikTok, email newsletters, and a customer review ecosystem reinforced by 30,000+ verified reviews averaging 4.9/5. The Clover Bonus Club loyalty program and free nutrition consultation services (including individualized counseling by a certified canine nutrition expert) serve as retention mechanisms. The company is founder-managed, with Daniel Neumann as sole managing director (Geschäftsführer), operates with 1-10 employees, has not raised external funding, and serves the German-speaking DACH market as its primary geography.
Irish Pure firmographics
Firmographics- Name
- Irish Pure
- Legal name
- Irish Pure GmbH
- Website
- https://irish-pure.de
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Irish Pure is a Berlin-based D2C company selling premium grain-free Irish-made dog food, snacks, and supplements to health-conscious German pet owners via its own e-commerce storefront, a recurring subscription program, and a B2B portal for breeders and trade.
- Ownership category
- akta.pro rank
Irish Pure industry classification
Industry- Product category
- Premium Pet Food
- NAICS
- Dog and Cat Food Manufacturing (311111)
- SIC
- Food And Kindred Products (2000)
- akta.pro primary industry
- Natural/Organic & Limited-Ingredient Diets (CRADAFAH)
- akta.pro secondary industries
- Organic Pet Food & Companion Animal Feed (AFADAJAF), Organic Micro-Ingredients & Supplements (Kelp, Herbs, Oils) (AFADAJAK)
Keywords
Where Irish Pure is headquartered
LocationHeadquarters
- HQ city
- Berlin
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
Irish Pure business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D
Revenue model
- Direct E-commerce Sales (One-time Purchase): Irish Pure sells directly to consumers through its own online storefront at irish-pure.de. Customers purchase individual product units at listed retail prices (e.g., wet food from €16.14/unit, dry food from €16.99/unit, snacks from €5.99/unit). Revenue is generated per transaction with no recurring commitment from the buyer.
- Subscription / Auto-Delivery (Futterabo): Customers can subscribe to receive regular deliveries on a configurable cadence (every 2 weeks to every 2 months). Subscribers receive a perpetual 10% discount, priority shipping, and a free Shiny Coat supplement (valued at €34.99) on orders over €50. This creates predictable recurring revenue and reduces churn.
- B2B Wholesale (Breeders & Trade): Irish Pure supplies specialty pet retailers, veterinary practices, and dog breeders through a dedicated B2B portal (b2b.irish-pure.de), selling its product range (dry food, wet food, snacks) to trade partners at wholesale pricing.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard one-time purchase across all product categories |
| Subscription | Monthly | Futterabo Subscription - 10% recurring discount |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Irish Pure product offering
Product offeringCore offering
Irish Pure produces and sells premium grain-free dog food, snacks and supplements made in Ireland from pasture-raised meat, vegetables and Atlantic Kelp algae. Products include dry food, wet food, treats, and a Care Line of supplements with high meat content (>65%) and single-protein recipes targeted at dogs with food sensitivities. The company sells primarily through its own e-commerce storefront with a subscription/auto-delivery model, supported by a B2B portal for breeders and trade partners.
Product overview
Irish Pure is a German e-commerce company selling premium grain-free dog food and accessories made in Ireland. The product portfolio consists of four core product lines: dry food (Trockenfutter), wet food (Nassfutter), supplements (Nahrungsergänzung via the Care Line), and snacks. Products are categorized by protein source (beef, chicken, lamb, salmon, whitefish, venison) and life stage (puppy, junior, adult, senior). The company also offers supplementary services including free food consultation, individual nutrition counseling, subscription delivery, and a B2B portal for breeders and retailers. Products are distributed primarily through the online shop with subscription options and physical retail partners.
Differentiator
Problem solved
Functional benefit
Products and services
- Trockenfutter (Dry Food)
Companies that use Irish Pure
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
Irish Pure technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Irish Pure partnerships and signals
Strategic signalScale indicators4 records
Recent moves6 records
Expansion highlights5 records
Irish Pure competitors and assessment
Company assessmentDirect peers
- Wildborn (formerly Wildes Land): German premium natural dog food brand positioned around high-meat, grain-free recipes. Direct competitor in the same German health-conscious dog owner segment.
- Lily's Kitchen: UK-based premium natural pet food brand with grain-free and limited-ingredient recipes. Comparable on natural ingredients positioning and DTC-led European go-to-market.
- Terra Canis: Munich-based premium natural/raw dog food brand focused on high meat content and natural ingredients. Closely comparable on product philosophy, price tier, and German specialty retail footprint.
- Platinum (PLATINUM Pet): German manufacturer of premium natural dog food using fresh meat and cold-pressed processes. Comparable on premium positioning, single-protein recipes, and direct-to-consumer/retail hybrid model.
- Wolfsblut: German premium natural/grain-free dog food brand with a similar high-meat, single-protein positioning. Direct head-to-head competitor in the German specialty pet food channel.
Broad incumbents
- Bosch Tiernahrung: Established German premium pet food manufacturer (including the Sanabelle and Happy Dog lines). Competitor across both premium and mid-tier segments in the German market where Irish Pure operates.
- Hill's Pet Nutrition: Science-led mass premium pet food brand (Colgate-Palmolive). Competes on condition-specific and veterinary-channel nutrition, overlapping with Irish Pure's vet practice and health-sensitive positioning.
- Royal Canin: Global mass-market premium pet food brand owned by Mars. Competes with Irish Pure on life-stage/condition-specific nutrition but at vastly larger scale and broader distribution.
- Orijen: Global premium 'biologically appropriate' dog food brand from Champion Petfoods with WholePrey, high-meat, grain-free formulations. Competes with Irish Pure in the same premium natural segment at much larger scale.
- Acana: Sister brand to Orijen from Champion Petfoods, also positioned in premium natural dog food with regional ingredients and high protein content. Overlaps with Irish Pure on quality positioning and category.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Irish Pure social profiles
Digital presenceIrish Pure financial estimates
Financial estimateRevenue estimate
Valuation estimate
Irish Pure leadership team
Management profileNumber of profiles
Profiles2 records
Irish Pure funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Irish Pure M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Irish Pure
What does Irish Pure do?
Irish Pure produces and sells premium grain-free dog food, snacks and supplements made in Ireland from pasture-raised meat, vegetables and Atlantic Kelp algae. Products include dry food, wet food, treats, and a Care Line of supplements with high meat content (>65%) and single-protein recipes targeted at dogs with food sensitivities. The company sells primarily through its own e-commerce storefront with a subscription/auto-delivery model, supported by a B2B portal for breeders and trade partners.
Is Irish Pure a public or private company?
Irish Pure is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Irish Pure founded?
Irish Pure was founded in 2016. It employs 1 to 10 people.
Where is Irish Pure based?
Irish Pure is headquartered in Berlin, Germany, in the Europe region.
How does Irish Pure make money?
Three revenue lines are on record. Direct E-commerce Sales (One-time Purchase) is the primary driver. The others are subscription / Auto-Delivery (Futterabo) and B2B Wholesale (Breeders & Trade).
Who are Irish Pure's main competitors?
Direct peers on record are Wildborn (formerly Wildes Land), Lily's Kitchen, Terra Canis, Platinum (PLATINUM Pet) and Wolfsblut. Broad incumbents are Bosch Tiernahrung, Hill's Pet Nutrition, Royal Canin, Orijen and Acana.
Does Irish Pure have an API?
No public API is recorded for Irish Pure.
What industry is Irish Pure in?
Irish Pure's product category is Premium Pet Food. Its primary akta.pro industry code is CRADAFAH, Natural/Organic & Limited-Ingredient Diets, with a secondary code of AFADAJAF, Organic Pet Food & Companion Animal Feed. Its NAICS code is 311111 and its SIC code is 2000.