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A London start-up that sends dog owners tailormade food for their pets is seeing fast growth., backed by founders of Innocent, LOVEFiLM and Graze, says it is the first company in the UK to tailor-make food for a dog’s unique nutritional and dietary needs.

Dog owners put their dog’s breed, size, age, taste preferences and health conditions into a two-minute online consulation – and food parcels bearing the dog’s name once a month in the post. In the past six months, sales have grown by 120% with traffic to its site increasing by 80% over the same period.

Now the company has released its first brand film, narrated by Sir Michael Gambon and directed by BAFTA-nominated Gary Tarn.

Chief executive and co-founder James Davidson said: “Dogs are one of the most diverse species on the planet and their needs vary greatly on factors such as their breed, gender, age, weight and health. We saw an opportunity to use the new world of direct relationships that technology allows to provide better nutrition for dogs, which was driven by our own experiences of uncertainty when trying to choose the best food for our pets. 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.” already has tens of thousands of dogs on its books and employs 40 staff in its HQ in South West London.

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