Pure Pet food receives £2m funding to change pet food for the better

2 April 2019

Pure Pet Food, the award-winning manufacturer of dehydrated and freeze dried pet food has secured a £2m investment from NVM Private Equity(NVM) to accelerate its plans to make healthy choices for pet owners easy and accessible. Their low processed natural recipes have become the go-to option for pets suffering with a range of ailments and sensitivities. The innovative Yorkshire based company formed by childhood friends Mathew Cockroft and Daniel Valdur Eha has quickly grown from a tiny business which started life in Daniel’s kitchen, to a brand that is now sold around the world and in major retailers such as Pets at Home.

Dogs are not the same, even with same breeds, there are food that will upset one and not the other. “If your dog continuously struggles with an upset tummy, diarrhea and loose stools, it is worth considering that you might not be feeding them the right food that help with their firm stools or diarrhea. It does not have to be about quality, as not all high-quality dog food works for every dog, and it might be more of a question of what is in the food you are feeding.”, stated by Janni, a dog lover and writer for TreeHousePuppies.

Pure produces natural pet food products in their very own human grade food facility in West Yorkshire. The company’s innovative manufacturing techniques allow for products that not only address current market trends to feed a low processed and high quality food, but also avoids the inconvenience and expense which can prevent a significant number of owners from doing so.

The investment from NVM comes after a host of recent accolades and achievements for the business. Pure won the Lloyds TSB’s National Best Start-up award and the PetQuip Pet Product Innovation award.

Founder Mat commented “Pure first started after we decided to do our own research into the current commercial pet food available and exactly how it was made. It made little sense to us that highly processed food, containing low quality ingredients, manufactured into small brown biscuits that are fed to pets each day was possibly the healthiest diet option.”

Co-founder Dan added “We set out to create a food which retained the convenience of a commercial dry or wet pet food, but with the benefits of fresh, wholesome ingredients. This thought process led us to the methods of dehydration and freeze drying, which allow for the gentle preservation of fresh ingredients. Pure requires no refrigeration or freezer space, owners simply have to add water and serve, creating a healthy low processed meal in minutes.”

Dan continued. “Pure Pet Food has proved to be a big hit with pets suffering from a range of ailments and allergies such as stomach sensitivities, IBD, Pancreatitis and fussiness to name just a few. I think rather than anything special in our recipes it is more what we haven’t added. Our food contains no grains, corn, additives or any other nasties.”

The pair plan to use the funding to support Pure Pet Food’s rapid growth, whilst launching new products, adding to their team and expanding their offering throughout Europe.

“This investment will allow for the development of a much more personalised offering, improving the level of service we can provide to our customers and their pets. We see huge opportunity within this space and by partnering with NVM we now have the resources and experience to realise our vision.” Mat added

Aaron Lawson-Clark, Investment Associate at NVM, added: “NVM is delighted to be backing Dan and Mat to take Pure Pet Food to the next level. The team have impressed demonstrating the skills required to build a business, brand and quality product with limited resources. We are excited by the potential market for natural convenient pet food in the years ahead and we look forward to working with the team to scale up the business and deliver the future of pet nutrition.”



For further information please contact:

Natalie Dickinson (NVM: PR & Marketing) – 0118 951 7021 natalie.dickinson@nvm.co.uk
Aaron Lawson-Clark (NVM: Investment Associate)– 0191 244 6013 aaron.lawson-clark@nvm.co.uk
Download photos of: Pure Pet Food – www.nvm.co.uk/PRphotos

NVM was provided with:

Legal advice by Square One Law
Commercial and digital due diligence by Palladium
Financial due diligence by Tait Walker
Management due diligence by Confidas People
VCT clearance by Philip Hare & Associates
Pure Pet Food were supported by Lee Humble at Inveniam Corporate Finance and Asad Ali at Gunnercooke.

NVM Private Equity is independently owned with over 30 years’ experience of investing in unquoted UK businesses. NVM is a generalist investor, managing more than £400 million of funds, and is differentiated by having executives living and working in regional business communities throughout the UK. NVM seeks investment opportunities of between £2 million and £15 million in UK businesses which have the right mix of growth potential and market vision. They may be looking to grow organically, acquire another business or secure a management buy-out. www.nvm.co.uk