FDBusiness.com

Nestlé Purina PetCare has acquired a majority stake in Tails.com, a direct-to-consumer, tailor-made dog nutrition business based in the UK. With the rapid growth of personalised pet nutrition, as well as subscription services, Nestlé Purina’s shareholding in this digital first business offers significant growth opportunities for both companies.

Launched in 2014, Tails.com has brought tailored dog nutrition to consumers at competitive prices. Powered by a proprietary nutritional algorithm developed by vets, nutritionists and software engineers, the company now feeds more than 100’000 dogs in the UK. Tails.com customers also benefit from a convenient subscription service with home delivery, as well as access to an in-house nutrition support team.

Bernard Meunier, chief executive of  Nestlé Purina PetCare EMENA, says: “Personalised pet nutrition, along with direct-to-consumer subscription services, are expanding rapidly and this move underlines our focus on investing in high-growth categories and acting on consumer trends. Tails.com has a unique and winning business model that successfully combines individually customised recipes with a best in class pet owner experience, and all at competitive prices.”

Nestlé Purina is a world leading pet care company that makes many popular and trusted pet food brands, such as Felix and Purina ONE.