Different Dog raises €11 million for its “hand-cooked, human-grade” dog food

Shrewsbury-based Different Dog, a fresh dog food subscription service, has announced that it has raised €11.7 million, from new and existing investors, to accelerate its mission to change dogs’ lives with real food. The funding will enable the company to move to a new facility in Telford, the ‘dog capital of the UK’, expanding its […] The post Different Dog raises €11 million for its “hand-cooked, human-grade” dog food appeared first on EU-Startups.

Apr 7, 2025 - 11:41

Different Dog raises €11 million for its “hand-cooked, human-grade” dog food

Shrewsbury-based Different Dog, a fresh dog food subscription service, has announced that it has raised €11.7 million, from new and existing investors, to accelerate its mission to change dogs’ lives with real food.

The funding will enable the company to move to a new facility in Telford, the ‘dog capital of the UK’, expanding its capacity to serve more dogs with its “hand-cooked, human-grade meals“. The company is also investing in marketing to grow its customer base and hiring top talent to accelerate growth.

Alex Thurstan, Co-founder of Different Dog, said: “More and more owners are seeking healthier options for their dogs, and seeing clear benefits from feeding hand-cooked fresh food. We’re delighted that this investment will help us take things to the next level and change even more dogs’ lives.”

Founded in 2017 by husband-and-wife duo Charlie & Alex Thurstan, Different Dog was born out of frustration with the mass-produced, highly processed nature of pet food. Determined to prove that fresh, nutritious meals are the key to canine health and happiness, the couple started by cooking meals for their own dog, Crumble.

Since then, the company has grown exponentially, now feeding over 18,000 dogs and employing over 100 people.

Different Dog offers a personalised subscription service aiming to make feeding fresh, nutritious meals easy for dog owners. Customers start by providing details about their dog, including age, breed, activity level and dietary needs. Based on this, Different Dog reportedlt creates a tailored meal plan using fresh, hand-cooked, human-grade ingredients.

With pet ownership on the rise, 3.2 million UK households welcomed a new pet during the pandemic, increasing the total number of dogs to 13 million. Different Dog is now expanding its operations hoping to meet this growing demand from owners prioritising premium nutrition and wellbeing.

This latest investment follows five consecutive years of revenue doubling year-on-year.

James Connelly, founder of Charlie Oscar Group, a major shareholder and Board Director for Different Dog: “Different Dog is leading the way in pet nutrition, offering a fresh high-quality alternative to traditional pet food. With the growing demand for higher quality, more nutritious options for pets, we’re excited to support the team as they scale their operations and bring their innovative approach to even more dog owners.”

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