Dog food firm fetches £10 million investment

A Shropshire-based pet food company is scaling up operations following a multi-million-pound investment to meet booming demand for fresh, healthy meals for dogs.

Different Dog, founded in 2017 by husband-and-wife duo Charlie and Alex Thurstan, has secured £10 million from new and existing investors. 

The premium pet food brand, which hand-cooks human-grade meals and currently feeds more than 18,000 dogs nationwide, say they will use the funds to open a new facility in Telford, the so-called ‘dog capital of the UK’, as well as expand their team and invest in marketing to grow their customer base. 

Alex said: “More and more owners are seeking healthier options for their dogs and seeing clear benefits from feeding hand-cooked fresh food. 

“We’re delighted that this investment will help us take things to the next level and change even more dogs’ lives.” 

The move comes as UK dog ownership surpasses 13 million, with more pet owners seeking nutritious alternatives to mass-produced food. 

James Connelly, founder of Charlie Oscar Group, a major shareholder and board director for Different Dog, added: “Different Dog is leading the way in pet nutrition, offering a fresh high-quality alternative to traditional pet food. 

“With the growing demand for higher quality, more nutritious options for pets, we’re excited to support the team as they scale their operations and bring their innovative approach to even more dog owners.”

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