Funding Round attributes
Pure Pet Food, a UK-based company focused on creating healthy, natural pet food, has secured £15 million in new funding to bolster its growth. Established in 2013 by founders Daniel Valdur Eha and Mathew Cockroft, Pure Pet Food has made a mark in the pet food industry, gaining over 40,000 loyal subscribers and expanding its team to over 100 employees. The company’s products emphasize health and nutrition, targeting pet owners who prioritize quality and natural ingredients.
The funding round was led by Felix Capital, a venture capital firm known for investing in consumer-focused brands, with Mercia Ventures also contributing. Felix Capital's Antoine Nussenbaum expressed strong support for Pure Pet Food’s vision, commending the dedication of its founders in building a brand that addresses pet owners’ demands for nutritious and wholesome products. Similarly, Mercia Ventures’ Jan Oosthuizen highlighted the company’s impressive recent growth, reflecting confidence in its future potential.
With the infusion of capital, Pure Pet Food plans to accelerate its expansion efforts. The company aims to increase its market reach, enhance distribution networks, and further develop its brand presence within the UK and possibly beyond. The backing from Felix Capital and Mercia Ventures represents a strategic partnership aimed at supporting Pure Pet Food’s ambitious growth targets and innovative product offerings, reinforcing its position in the competitive pet food sector.
