Nestle Purina Petcare has acquired a majority stake in dog food subscription service Tails.com.
Surrey-based Tails.com offers personalised dog nutrition, sent direct to consumers. The company uses an algorithm developed by vets, nutritionists and software engineers to develop a dog’s diet plan based on factors such as its age, breed, size and level of activity.
The move has been described as offering ‘significant growth opportunities’ for both companies, with Purina benefiting from the technology of Tails.com, and Tails.com benefiting from Purina’s experience and size.
Launched in 2014, Tails.com claims it now feeds more than 100,000 dogs in the UK. It offers home delivery for customers, and has an in-house nutrition support team.
It will continue to operate as its own company, and Tails.com co-founder and CEO James Davidson will remain in his role.
Davidson commented on the news: “When we launched the company nearly four years ago, we were excited to bring something totally new to pet care in the UK. Our mission is to change the world of pet food for good, by providing every dog with its own unique, blended recipe.
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“We’ve been amazed by the response from pet owners. We now provide four million bespoke meals per month to dogs across the UK and expect to see sales of well over £20m this year. Purina’s support gives us the opportunity to build on this success in the UK and beyond, reaching more pets with our tailored nutrition. We will continue to run the business with the same entrepreneurial and customer-centric vision that has already brought us so much success,” he added.
Nestle Purina PetCare makes a range of pet food products, including FELIX®, Purina ONE®, Gourmet® and Purina PRO PLAN®, and Winalot. The global manufacturer and pet care company is part of Swiss-based Nestlé S.A.
Bernard Meunier, CEO of 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.
“Our support will enable the acceleration of Tails.com’ expansion plans in the UK and beyond,” he added.
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Customers of Tails.com complete a two minute online consultation build a nutritional profile and create a blend of tails.com kibbles, delivering the right macro- and micro nutrients for each dog.
The algorithm works out the meal plans, calories and portions based on health conditions, allergies and flavour preferences as well as the typical factors.
The blend evolves gradually over time as the dog’s needs change. The subscription service is pay-as-you-go, and home delivery is free.