People’s Champion finalist 2016:

Dog food tailored to each pet’s individual nutritional needs from the brains behind Will you vote for tails for People’s Champion?

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Start-up name:
Founders: Graham Bosher, Joe Inglis, James Davidson, Steve Webster, Karen Freeman, Kat Linger, Mark Holland, and Paul Cooke
Started in: 2013
Based in: London
Business description: Dog food subscription service

Shortlisted categories:

Product Business of the Year, Retail Business of the Year, Tech Business of the Year

The story: recognises that different dogs have different nutritional and dietary needs.

After a two-minute nutritional consultation, the online only operation – co-founded by creator Graham Bosher – produces tailor-made blends of dry dog food and delivers direct to customers’ doors for a monthly fee.

The Startups 100-featured company claims to be the first of its kind in the UK to use technology to analyse a dog’s health, lifestyle, life stage and flavour preferences to calculate the exact level of nutrients they need. The food, created from over one million different combinations with UK-reared meat, is then delivered in the exact amounts.

In a bid to boost revenue per customer, this year saw the launch of two new product ranges that can be added to monthly orders: wet food and dental treats.

To date, the business has signed up over 40,000 canine customers, achieved seven-figure revenues last year, and is on track to hit eight-figures revenues for 2016. In May of this year, the business announced that it had enjoyed sales growth of 120% over the previous six months.

Why made our shortlist:

tails has achieved astonishing growth since launch in 2014 with its “UK-first” tailored dog food subscription service. With a booming market to capitalise on and multi-million pounds in revenue to its name, this is one to watch.

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