The premium dog food firm will use the funding to move to a new ‘state-of-the-art’ facility in Telford as it expands its capacity to serve thousands more dog with its hand-cooked meals.
Different Dog is also investing in marketing to grow its customer base and hiring top talent to accelerate growth.
Founded in 2017 by husband-and-wife team Charlie and Alex Thurstan, Different Dog was born from the desire to create nutritious meals for pets after being frustrated with the mass-produced, highly processed offerings available to them.
Feeding 18,000 dogs
From humble beginnings making food for their own dog, Crumble, the duo has built a business that is now feeding more than 18,000 dogs and employs more than 100 people.
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.”
Different Dog offers a personalised subscription service for dog owners looking to feed their pets fresh, nutritious meals. The service creates meals based on details of the dog provided by the customer – including age, breed, activity level and dietary needs – made with hand-cooked, human-grade ingredients.
Fresh alternative
James Connelly, founder of Charlie Oscar Group – a major shareholder and board director for Different Dog – added: "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.”
Meanwhile, the William Jackson Food Group has invested more than half a million pounds into sweet treats bakery Lottie Shaw’s to expand its reach as it enters its next stage of growth.
