Nutriment expands UK raw pet food market with Dog’s Butcher acquisition  

UK – Swedish-based Nutriment, a premium natural pet food leader, has strengthened its European presence by acquiring The Dog’s Butcher, a UK-based raw dog food brand celebrated for its locally sourced ingredients and extensive product range.

This strategic acquisition marks The Nutriment Company’s (TNC) first move of 2025, adding The Dog’s Butcher to a portfolio that already includes prominent brands like DIBO, Barfgold, AniForte, and Natural Instinct. 

Based in Stockholm, TNC continues to pursue its vision of making high-quality, natural pet food accessible to customers across Europe.

Anders Kristiansen, CEO of TNC, expressed enthusiasm about the partnership, stating, “We are extremely happy to welcome The Dog’s Butcher team to The Nutriment Company. Their unwavering dedication to quality and innovation aligns perfectly with our values, and we look forward to expanding their reach in the UK market.”

Founded by Joanne and Daniel McMahon, The Dog’s Butcher has earned a reputation for its premium raw pet food offerings, featuring over 100 varieties of minces, chunks, and bones. 

The company sources ingredients from local farms in Devon, Cornwall, and the Southwest of England, catering to more than 150 trade customers and a loyal base of pet owners.  

“We were delighted when we met with the team from TNC,” said the McMahons. “Their commitment to raw feeding and the quality of ingredients mirrored our own. Knowing they are deeply invested in the pet industry made this an easy decision for us.”

Julius Adrian, TNC’s Chief Corporate Development Officer, praised the McMahons for their role in popularising the 80/10/10 feeding concept in the UK and maintaining exemplary standards. 

“Their product range is a perfect complement to our existing brands, and I am confident that our customers will be equally delighted by this addition,” Adrian noted.

TNC’s strategic acquisitions in 2024  

The acquisition of The Dog’s Butcher builds on The Nutriment Company’s aggressive expansion strategy following several notable deals in 2024. These include:  

• PETMAN (Germany): Acquired in August 2024, PETMAN is renowned for its diverse raw pet food range, catering to dogs, cats, fish, and reptiles.  
• Pet Treats Wholesale (UK): Also acquired in August 2024, this UK-based natural treats manufacturer broadened TNC’s product portfolio with high-quality natural snack offerings.  
• Natural Instinct (UK): Purchased in July 2024, this leading raw pet food processor strengthened TNC’s footprint in the UK market.  
• Totally Natural Pet Products (Scotland): Acquired in April 2024, this Scottish brand expanded TNC’s raw dog food range and reinforced its natural pet food sector position.  

With over a decade of expertise, The Nutriment Company is a leading supplier of natural premium pet food in Europe, offering a diverse range of raw pet food, natural snacks, and supplements. 

Headquartered in Stockholm, TNC operates under the ownership of Nordic private equity firm Axcel, distributing its products through retail, online platforms, and speciality pet shops.

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