CLECKHEATON, YORKSHIRE, UNITED KINGDOM — Pure Pet Food, a subscription-based, personalized dog food manufacturer based in Yorkshire, has received a “multi-million pound” investment from private equity firm Mercia Asset Management.
The pet food company raised investments from Mercia’s Northern Venture Capital Trust (VCT) and NPIF – Mercia Equity Finance funds. The exact amount of the investment was not disclosed. Mercia’s Northern VCTs invested £2 million ($2.76 million USD) in 2019.
Pure Pet Food plans to use the investment to support its growth plans, part of which is to develop its Software as a Service (SaaS) platform and data capabilities.
“The investment will help Pure continue to provide the very best service to our customers, create deeper connections, significantly grow our customer base, offer more personalized health-based products and services, develop and grow our retail proposition with Pets at Home and continue to lead the air-dried pet food market in the UK,” said Mathew Cockroft, co-founder of Pure Pet Food.
The company was founded in 2012 by Cockroft and Danier Valdur Eha. Products include air-dried, complete-and-balanced dog foods formulated with high-quality, natural ingredients. Pure Pet Food has experienced accelerated sales as consumer shopping habits have shifted online during and after the pandemic.
“We’re delighted to support Dan and Mat as they expand Pure Pet Food in the fast-growing pet food sector,” said Aaron Lawson-Clark, investment director of Mercia. “With dog ownership and home delivery on the rise and owners generally focusing more on health, Pure provides personalized pet nutrition that is easily accessible on a secure and intuitive platform.”
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