Nestlé Purina PetCare acquires majority stake in Tails.com

Nestlé Purina PetCare, owner of the Felix and Purina ONE brands, has acquired a majority stake in Tails.com (UK), a start-up launched in 2014 specialising in the innovative and fast-growing segment of tailor-made dog food.

Tails.com customers receive a service based on a proprietary nutritional algorithm developed by vets, nutritionists and software engineers that is capable of creating tailor-made food according to the animal’s characteristics, taste preferences and health issues.

After taking out a subscription, customers receive regular home deliveries and the support of a dedicated nutritional team. Tails.com currently has more than 100,000 customers in the UK.