UK start-up Different Dog to ramp up production as demand for fresh pet food soars

Different Dog plans to scale up its production capabilities to meet demand following recent funding of £10 million (€11.7M/$13.2M) from new and existing investors.

This will help the Shrewsbury-based company to relocate to a new state-of-the-art 40,000-square-foot production facility in Telford, Shropshire, which was recently named the UK’s ‘Dog Capital’ with 8.2 dogs per 20 people.

“This investment is a testament to the belief our community, team and investors have in what we’re doing. We’re not just growing a business – we’re building a movement around better health, better food and better lives for our 4-legged family members,” says Managing Director Charlie Thurstan.

Making a difference

The company was founded in 2017 by Thurstan, who had previously served as the head of strategy and commercial initiatives at Pets at Home and later became the head of food and pricing. He had a background in corporate management and finance, along with his wife, Alexandra.

The duo wanted to feed their puppy, Crumble, the same level of food they were eating themselves. Their focus was on human-grade ingredients, avoiding highly processed options and providing fresh, hand-cooked, nutritious meals for dogs.

“Determined to make a difference, we began a mission to feed 1 million dogs,” explains Head of Brand Nia Dawson. “We partnered with our fantastic nutritionist, Bianca, and vet, Alison, to ensure balanced meals and transitioned to an industrial kitchen. Today, we proudly serve over 18,000 dogs daily.”

Bootstrap marketing

Different Dog found that getting into major retailers, especially supermarkets, was a significant barrier for challenger brands, so they opted for a more ‘grassroots’ approach to marketing their products.

“We’ve traveled the length and breadth of the country with our cooking bar to show just how we make the food and let dogs taste the food and their owners see first-hand how adding fresh to the diet can really change dogs’ lives,” says Dawson. “We also work hard with our dog-passionate team of experts to explain why better ingredients come at a higher cost.”

The newly secured funding will also help with their marketing and educational efforts.

“The investment will support marketing initiatives to expand our customer base and allow us to hire top talent to accelerate growth. This funding marks a pivotal step in our mission to change dogs’ lives with real food and to continue providing high-quality nutrition to our customers’ dogs,” adds Dawson.

Profit and purpose

In addition to prioritizing the health and nutrition of dogs at the heart of the business, Different Dog is also committed to striking a balance between profit and purpose in the broader community.

Sustainability and ethical practices are central to their operations, and they have achieved Certified B Corporation status.

“We source all our meat and fish from within the UK, supporting local communities while minimizing our carbon footprint,” says Dawson. The company has been certified Carbon Neutral since 2022. “Wherever possible, we choose local suppliers, all of whom are vetted and required to sign a code of conduct to ensure high standards of animal welfare and responsible practices.”

Packaging is also chosen for its sustainability and reduced environmental impact.

“Early in the journey, we made a commitment to move away from single-use plastics and use compostable and recyclable packaging. On top of that, we run a returns scheme that allows customers to send back packaging for reuse. We’re now reusing around 500 wool liners and ice packs per week, significantly reducing waste and landfill impact,” Dawson states.

Leading transformation

As the company prepares for the next stage of growth with scaled-up production capabilities, it continues to have ambitious plans.

“Our long-term goal is to change as many dogs’ lives as possible and lead the transformation of the pet food industry away from ultra-processed foods and towards fresh, human-grade nutrition,” Dawson says.

“We aim to set new standards for quality and transparency, influencing industry practices and consumer expectations. By continuing to innovate and educate, we aspire to be at the forefront of a movement that prioritizes the health and well-being of pets through better nutrition.”