Pure Pet Food, the award-winning manufacturer of dehydrated and freeze dried pet food has secured a £2m investment from NVM Private Equity (NVM) to accelerate its plans to make healthy choices for pet owners easy and accessible.

Their low processed natural recipes have become the go-to option for pets suffering with a range of ailments and sensitivities.

The innovative Yorkshire based company formed by childhood friends Mathew Cockroft and Daniel Valdur Eha has quickly grown from a tiny business which started life in Daniel’s kitchen, to a brand that is now sold around the world and in major retailers such as Pets at Home.

Pure produces natural pet food products in their very own human grade food facility in West Yorkshire. The company’s innovative manufacturing techniques allow for products that not only address current market trends to feed a low processed and high quality food, but also avoids the inconvenience and expense which can prevent a significant number of owners from doing so.

The investment from NVM comes after a host of recent accolades and achievements for the business. Pure won the Lloyds TSB’s National Best Start-up award and the PetQuip Pet Product Innovation award.