Nestlé Purina acquires majority share in Tails.com
Nestlé Purina PetCare has acquired a majority stake in Tails.com, a direct-to-consumer, tailor-made dog nutrition business based in the United Kingdom.
Nestlé Purina PetCare has acquired a majority stake in Tails.com, a direct-to-consumer, tailor-made dog nutrition business based in the United Kingdom. With the rapid growth of personalized pet nutrition, as well as subscription services, Nestlé Purina’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 competitive prices. 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 subscription service with home delivery, as well as access to an in-house nutrition support team.
“Personalized pet nutrition, along with direct-to-consumer subscription services, are expanding rapidly and this move underlines our focus on investing in high-growth categories and acting on consumer trends,” said Bernard Meunier, CEO, Nestlé Purina PetCare EMENA (Europe, Middle East, North Africa). “Tails.com has a unique and winning business model that successfully combines individually customized recipes with a best in class pet owner experience, and all at competitive prices.”