Nestlé snaps up Tails.com

Richmond-based Tails.com has been snapped up by Nestlé Purina PetCare for an undisclosed sum.

With the rapid growth of personalised pet nutrition, as well as subscription services, Nestlé’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 affordable prices.

The company was early to identify changes in the way consumers want to shop and care for their pets, and married digital technology, food innovation and new manufacturing techniques to provide food individually tailored according to factors such as a dog’s age, breed, size and level of activity.

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.

The company will continue to operate as a stand-alone entity, with co-founder and CEO James Davidson remaining at the helm.

Calum Macrae, regional director, Nestlé Purina PetCare, said: “This is a real vote of confidence for the UK pet care market which is one of the biggest in Europe.

“The UK has a vibrant tech scene and is the home of many great start-ups. London is one of the main hubs in Europe for digital and technological innovation and Tails.com has grown out of that.

“We are very excited about working together and very much looking forward to the future.”

Stefano Agostini, CEO, Nestlé UK & Ireland added: “Tails.com is a hugely successful UK based business and we offer them a warm welcome to the Nestlé and Purina family.

“Pet care is a very important focus area for us and this investment, in a truly innovative UK business, helps put Purina at the forefront of current trends while allowing Tails to take their unique business model much further, much faster.

“I know that Tails will benefit greatly from Purina’s support and I am delighted that Tails.com will add a brand new dimension to our offering for pet owners both here and overseas.”

Rebecca Hunt, early stage investor as Octopus Ventures, who invested in Tails.com at seed stage, said: “We backed this bespoke business at seed stage, before they had sold a single product, as we were sure they were on to a winning formula, and today’s announcement is great news for both the Tails.com team and our investors.

“Tails.com’s success has been down to the entrepreneurial talent of the team, their world class customer service and a high-quality product that has equated to extraordinary brand loyalty and a growing customer base.

"Its growth over the years has demonstrated its innovative spirit which they will continue on its trajectory with Nestle Purina Petcare.

"We look forward to following them and CEO James Davidson on their journey and are excited to see what the future holds for Tails.com.”

Published: 30 April 2018

Article by Bryce Wilcock
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