The Startups 20: #StartUps - The Entrepreneurial Way with A.I.


Sunday, October 25, 2020

The Startups 20: #StartUps


Why did we choose for the Startups 20? had a winning idea right from the beginning, so naturally, the business attracted the best people – and a huge chunk of initial funding. It wasn’t long before the business was reaping in great reviews from happy dogs and their humans, and by 2017, the 42 strong team was sending food parcels to over 65,000 subscribers.

Along the way, has picked up multiple awards for both its product and its customer service. In 2016, went home with the award for best product at the Startups Awards and two silver awards from the UK Customer Experience Awards, which commended their excellent culture and teamwork.

In April 2018, it was announced that Nestle Purina had taken a majority share in Unlike many companies that are bought out by competitor brands, stood by its values, and the hundreds of thousands of dogs that are fed on’s tailored diets still benefit from the same food and service standards that the brand has always delivered.

James Davidson, CEO of, is serious about continuing the long-term ambition that he set when was founded:

“Being ‘game-changing’ is one of our four core values at, and as we’ve grown, we’ve worked hard to make sure that we stay true to it and continue to provide the very best product and experience for our customers.”

Seven years since first started shaking up the pet food industry, over 200,000 dogs benefit from a diet designed for their individual health needs. Such is their success that they’re “taking the concept to continental Europe in [their] next phase of growth.” And they’ve even ‘Brexit-proofed’ the business by investing in a new factory on the continent.


October 25, 2020 at 08:08PM by Aimee Bradshaw, Khareem Sudlow