Pure Pet Food receives second multi-million pound deal as pet ownership booms

May 4, 2021
Asad Ali


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Yorkshire brand Pure Pet Food has secured another multi-million pound private equity investment, advised by challenger law firm gunnercooke.  

The additional deal with NPIF HTV Equity LP and also Mercia Fund Management Limited follows another sizeable deal for the brand with NVM Private Equity, handled by gunnercooke Corporate Partner Asad Ali two years ago. 

Pure Pet Food, who appeared on Dragons Den, are an award-winning manufacturer of healthy, natural dehydrated and freeze fried pet food. The Yorkshire-based company was formed by Mathew Cockroft and Daniel Valdur Eha and since has grown to a huge global brand. 

Other recent work for gunnercooke in the pet sector includes a £15m acquisition deal for Pets at Home Group Plc last year, led by Asad Ali and Sam Ogden. 

Daniel Eha, CEO of Pure Pet Food commented: “This is another exciting investment for our business. Growth over the last year has been huge with the rise in pet ownership during lockdown and we’re thrilled to announce our latest investment. We’d like to thank gunnercooke and the full team involved for helping with another smooth transaction.”

Asad Ali added: “I have been working with Pure Pet Food since they formed and am pleased to have helped secure another sizeable deal for the business. It’s a fantastic brand in a thriving sector with an exceptional management team.”

gunnercooke is a full-service commercial professional services firm, founded to change the way legal services are delivered to clients and how lawyers balance their lives. The firm’s innovative model sees partners with a minimum 10,000 hours practicing experience becoming trusted advisers to their clients, providing certainty of price and delivering the best quality advice.