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Pet e-commerce site expands overseas has announced that it has expanded into Europe, and is now live for customers in Sweden, the Netherlands, Denmark, Belgium, Austria and Ireland

The UK group said that international growth was a “significant focus” for the pet food service, after it first expanded into France in 2019 and launched in Germany earlier this year. 

It added that there was a “high demand” for online retail and personalised pet food nutrition despite the ongoing pandemic.

Looking ahead, its focus will largely be on growing its customer base internationally. The group said it was looking to appoint country-specific teams and marketing in order to support this expansion. provides personalised, nutritious meals for pets. It currently delivers over 9 million meals a month to 200,000 customers.

James Davidson, CEO and co-founder of, commented: “The vision has always been to change the world of pet food for good. 

“Delivering world-leading personalisation for our customers’ dogs has meant that we’ve built our manufacturing and digital services from the ground up, including capability for international expansion.”

He added: “This next phase of growth is testament to the hard work of a passionate and dedicated team. 

“I’m excited to be offering another 5.5 million European dog owners across six countries the chance to experience the difference that’s tailored nutrition can make.”

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