Overfunding: UK-Based Fresh Dog Food Subscription Service Different Dog Quickly Surpasses £750,000 in Funding Through Seedrs Round

Different Dog, a UK-based dog food subscription service, has quickly secured its initial £750,000 funding target through its equity crowdfunding campaign on Seedrs. Founded in 2016, Different Dog claims to be the first dog food company to cook different recipes each week by hand, with fresh natural ingredients and “lots of love.”

We believe that balance is best achieved through variety, and that freshness and quality of ingredients matter. We seek to reduce waste by sourcing human grade produce that isn’t pretty enough for supermarket shelves. And our goal is for all dogs to benefit, not just the lucky ones. In short – we’re turning conventional thinking about pet food upside down. We’d love you to try our food and let your dog be the judge.”

Different Dog noted that it launched its subscription business in 2018 and has more than 740 subscribers, up from c.100 at the start of 2019.

We believe that we are the only UK dog food company that is willing and able to demonstrate its cooking processes at shows and events, and hires chefs from the human food industry. As a result, Clare Balding came to our stand at Crufts and participated in a cooking demonstration. The resulting spike in volume of traffic and sales was so large that our website crashed.”

Funds from the Seedrs campaign will be used to accelerate the company’s growth and development. Different Dog is now offering 23.08% in equity at a £2,499,790 pre-money valuation. The campaign will close mid April.


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