Different Dog funding news – Shrewsbury-based Different Dog Secures €11.7 Million in Funding

The money will help the company move to a bigger facility in Telford, known as the "dog capital of the UK," so it can cook more hand-made, human-quality meals for dogs. It also plans to invest in marketing and hire more people to support its 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.”

Since then, Different Dog has grown quickly, now feeding over 18,000 dogs and employing more than 100 people.

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The company offers a personalised subscription service to make it easy for dog owners to feed their pets fresh, healthy meals. Customers share details like their dog’s age, breed, activity level, and diet needs. Based on that, Different Dog creates a custom meal plan using hand-cooked, human-quality ingredients.

With more people getting pets—3.2 million UK households added one during the pandemic—there are now 13 million dogs in the UK. To meet rising demand for better dog food, Different Dog is expanding. The company has also doubled its revenue every year for the past five years.

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.”

About Different Dog

Different Dog was started in 2017 by husband and wife Charlie and Alex Thurstan. They were unhappy with the mass-produced, processed pet food on the market. Wanting to show that fresh, healthy meals are better for dogs, they began by cooking food at home for their own dog, Crumble.