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Pioneering tailor-made dog food startup Tails enjoys 120% sales jump

Tails.com, the dog food startup that is aiming to shake up the £2bn pet food market, has announced a 120% sales jump in the last six months as the online firm continues to cement its position in a competitive market.

The firm, who have received high-profile backing from the founders of Innocent, LOVEFiLM and Graze, have also enjoyed an 80% increase in site traffic over the same period.

Based out of South West London, Tails are the first UK organisation to offer unique packages of food tailored to a dog’s individual nutritional and dietary needs, offering personalised, monthly dog food subscriptions delivered in the post.

Following a two-minute online consultation, freshly blended dry dog food mixes are then prepared based on a dog’s profile, while an algorithm automatically accounts for a dog’s specific life-stage to adjust the blend over time.

Despite the the level of complexity and personalisation, the firm claims to be able to offer comparable prices to that found in supermarkets and pet shops by cutting out the middleman, and is now gearing up for the launch of its wet food subscription service too.

Coming off the back of a strong six months for the startup, Chief Executive Officer and co-founder James Davidson commented: “The response has been incredible and we are growing quickly, but reaching our business goals is only part of the success for us – we are on a mission to change the way dogs are fed for the better and transform the industry forever, and we will know we have done this when the major players in the market start to emulate us.”

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