Nestlé Purina has acquired a majority stake in Tails.com, a direct-to-consumer dog food business based on subscriptions.
With the rapid growth of personalized nutrition, as well as subscription services, Nestlé Purina's investment in this digitally native business offers significant opportunities for both, according to a statement from the Swiss multinational. “ Personalized pet nutrition, along with direct-to-consumer subscription services, is expanding rapidly, and this business reflects our commitment to investing in high-growth categories and acting on consumer trends. Tails.com has a unique and winning business model that successfully combines personalized recipes and competitive pricing. The team behind Tails.com has achieved strong growth and generated impressive customer engagement and loyalty. Our support will allow them to accelerate their expansion plans in the UK and internationally ,” says Bernard Meunier, CEO of Nestlé Purina PetCare EMENA.
Launched in 2014, Tails.com brought personalized nutrition to consumers at competitive prices. The company pioneered the identification of evolving ways consumers buy and care for their pets and combined digital technology, food innovation, and new production techniques to offer personalized products based on factors such as the animal's age, breed, size, and activity level. Based on a unique nutritional algorithm created by veterinarians, nutritionists, and computer engineers, Tails.com feeds over 100 dogs in the UK. Its customers also benefit from a convenient subscription service with home delivery and access to a dedicated nutrition support team.
Tails.com will continue to operate autonomously and be managed by its co-founder and CEO, James Davidson. The current management team and employees will remain shareholders and continue to lead the business from its headquarters in Richmond, London.
