Pure Pet Food in a funding round backed by Mercia.

Pure Pet Food, a Cleckheaton, UK-based D2C manufacturer of pet food, announced the completion of a capital funding round.

The money was raised from Britsh investors, including Mercia’s Northern Venture Capital Trust (VCT) Funds and NPIF – Mercia Equity Finance, which is managed by Mercia and part of the Northern Powerhouse Investment Fund.

Proceeds will will be used for business growth and development of its software as a service (SaaS) platform and data capabilities.

Pure Pet Food, founded in 2012 by Daniel Valdur Eha and Mathew Cockroft, produces personalised pet food using only natural ingredients. Products are sold online against a subscription and personalized plans with dehydrated and freeze-dried pet food.

The company previously raised £2 million in 2019.