Nestlé's Purina PetCare has acquired a majority stake in, a direct-to-consumer, personalised dog nutrition business based in the UK and backed by Draper Esprit.

Launched in 2014, London-based aims to bring tailored dog nutrition to consumers at competitive prices and by means of a subscription service with home delivery. The company self-reportedly now feeds more than 100,000 dogs in the UK, with sales expected to exceed £20 million this year.

After the acquisition by the Nestlé subsidiary, will continue to operate as a stand-alone entity, with co-founder and CEO James Davidson at the helm. The current management team and employees will remain shareholders. received £5 million in seed funding in 2013, plus a follow-on Series A round in 2015.

Terms of the acquisition remain undisclosed.

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