Pure Pet Food, a UK-based personalized dog food company, recently secured £15 million ($19.45 million USD) in funding, aiming to bolster its growth in the UK market, expand internationally, and diversify its product line. Founded in 2013, Pure offers natural, shelf-stable dog food that rehydrates into fresh meals, containing quality proteins like chicken, salmon, and beef, with health-focused ingredients. Operating on a direct-to-consumer subscription model, Pure tailors meals to each dog’s specific needs. This funding, led by Felix Capital with continued support from Mercia Ventures, reflects strong investor confidence in Pure’s mission to improve pet health through high-quality nutrition.
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