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Devoted Pet Foods
days left
Pre-money valuation

Devoted is a premium dog & cat food brand, rated 5* on Trustpilot and currently sold in 16 countries. Its focus is producing high-quality products that improve the wellbeing of cats and dogs. The company aims to become a major provider of premium pet foods to health-conscious pet owners worldwide.

  • 9.3/10 rating on Trustpilot from 213 satisfied customers
  • Listings in Japan; partner of one of Russia's largest distributors
  • Unlike traditional brands, Devoted has minimum 60% meat content
  • Production already in place to grow rapidly in a strong sector


As society has started perceiving pets as family members rather than just animals, the $90bn pet food market is evolving to offer more premium options with an abundance of health benefits. Even though, as carnivores, dogs and cats are more suited to convert animal protein rather than cereal protein, traditional brands that have dominated the industry for years are still focusing on grain-based foods with very low meat content.

After observing the UK market of 9 million dogs and 7.5 million cats and conducting extensive research, Devoted has created a high-quality alternative that is completely grain-free and high in meat content. We launched our unique recipes in 2014 at Interzoo, the world’s largest pet show. Since then we've received positive feedback on the quality of our ingredients, impact on pets, re-sealable packaging and visual appeal.

By 2019 we unlocked many achievements – selling in 16 countries, major online retailer Waitrose Pet and excellent brand recognition with 5-star reviews on Trustpilot. We have also secured listings with retailers in Japan and partnered with one of the largest distributors of pet foods in Russia – two of the largest export markets currently available to the UK. We seek to capitalise on the current market trends with our natural pet foods that are already established and become a major player in the UK online pet food space and export markets.

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Devoted Pet Foods

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