Nestle Purina acquires majority share in UK’s


Nestle Purina PetCare announced that it has acquired a majority stake in, a direct-to-consumer, tailor-made dog nutrition business based in the UK.

With the rapid growth of personalised pet nutrition, as well as subscription services, Nestle Purina’s shareholding in this digital first business offers significant growth opportunities for both companies.

Launched in 2014, has brought tailored dog nutrition to consumers at competitive prices. Powered by a proprietary nutritional algorithm developed by vets, nutritionists and software engineers, the company now feeds more than 100’000 dogs in the UK. customers also benefit from a convenient subscription service with home delivery, as well as access to an in-house nutrition support team.

Bernard Meunier, CEO, Nestlé Purina PetCare EMENA said: “Personalised pet nutrition, along with direct-to-consumer subscription services, are expanding rapidly and this move underlines our focus on investing in high-growth categories and acting on consumer trends. has a unique and winning business model that successfully combines individually customised recipes with a best in class pet owner experience, and all at competitive prices.”

Nestlé Purina is a pet care company that makes many popular pet food brands, such as Felix and Purina ONE, and works continuously to enrich the lives of pets and the people who love them.

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