Tails.com, a Richmond, West London, UK-based direct-to-consumer, tailor-made dog nutrition business, received a majority investment from Nestlé Purina PetCare.
The amount of the deal was not disclosed.
Following the deal, Tails.com will continue to operate as a stand-alone entity, led by Davidson. The current management team and employees will remain shareholders and continue to run the business from its base in Richmond, West London.
Launched in 2014 and led by James Davidson, CEO, Tails.com provides tailored nutrition for every dog based on their specific requirements, such as breed, activity levels, age, health conditions, allergies and flavour preferences. The company leverages a proprietary nutritional algorithm developed by vets, nutritionists and software engineers to feed more than 100,000 dogs in the UK.
Customers can also get access to a subscription service with home delivery, as well as access to an in-house nutrition support team.