When Kevin Glynn and David Nolan started Butternut Box in 2016, they had a clear goal: to help dogs live healthier, happier lives by feeding them fresh, human-grade meals – inspired by Kevin’s rescue dog Rudie, who became healthier on a home-cooked diet. The founders saw an opportunity in that instinct to treat pets like much-loved family members and created Butternut Box as a premium pet subscriptions service focused on quality and convenience.
Fast forward to 2025, and Butternut Box is one of the UK’s fastest-growing pet food brands, accelerated by the pandemic, which saw more Brits buying dogs and turning to petcare subscription services. With over £280 million in funding from investors including General Atlantic and L Catterton, the company has expanded across Europe and launched Marro, a fresh cat food brand, in 2024. Its B Corp certification underscores its commitment to sustainability, a value that matters to many animal lovers.
Knowing how to reach its audience
Butternut Box’s success isn’t just about quality pet food — it’s also about smart marketing. The brand has built a strong social media presence, leveraging influencer partnerships and creator-led campaigns to drive engagement and conversions. A recent TikTok campaign achieved an impressive 13.4% engagement rate and 3.4 million views, while Instagram Reels and in-feed posts have helped the company cut acquisition costs by 16% and boost conversions by more than 50%. Campaigns like “Good Human” and “Licked Clean Guarantee” lean into the emotional bond between pets and owners, creating heartwarming content that reinforces the brand’s premium positioning.
Butternut Box is not alone. Competitors such as Tails.com and Itchpet are thriving in the same space, offering tailored nutrition and health products via subscription. This growth reflects a broader shift in consumer behaviour, where convenience and personalisation are now expected, and also shows the acceleration of the UK’s premium petcare market.
The numbers tell the story…
About 60% of British households own pets, including 13.5 million dogs and 12.5 million cats. British pet owners spend £8 billion annually on their animals, with food as the biggest expense – and subscription services are gaining traction fast. Research shows 17% of dog owners and 13% of cat owners now use subscription services for food and care. Pets at Home, for example, reported 1.6 million pet care plan subscriptions this year, up 8% year-on-year, while its Easy Repeat service grew 35%.
Globally, the pet subscription box market was worth $823.5 million in 2024 and is forecast to reach $1.67 billion by 2030, a compound annual growth rate of over 15%. In the UK, subscription boxes overall are expected to grow at 16.6% CAGR through 2033, with pet-focused services as key drivers.
For retailers, as premiumisation and convenience reshape the pet sector, the opportunity is clear. British pet owners want the best for their pets and access to products that do not require trips to specialist pet stores. This creates a space for companies such as Butternut Box to thrive.
However, as the cost-of-living crisis continues, with the Autumn Budget offering little respite for shoppers, price sensitivity could become a challenge. Britain’s pooches could end up paying the price as shoppers trade down to cheaper products. Subscription offerings that combine quality with flexibility and communicate value effectively will be best placed to succeed. In the meantime, Butternut Box’s premium pet subscriptions service continues to flourish in this competitive space.
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