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Natural pet food brand Scrumbles has announced that it has sold 20% of its business to investors BGF for £6m.
The company previously turned down an offer of £60k for 20% from Deborah Meadon on Dragon’s Den in 2019.
As a result of the investment the brand announced the launch of a new wet cat food,
expanding the brand from a pate texture to launch more popular recipes.
The new range is available in single serve portions in the jelly chicken, jelly turkey,
jelly salmon and pate chicken 80g recipes.
The new wet cat food launch is the first in a list of new ventures and launches for the company.
Aneisha Soobroyen, founder and CEO said: “Our cat customers have been crying out for us to expand into new wet cat textures for sometime but we wanted to go a step further so we
have overhauled our entire range to launch in a new fully recyclable, easy-to-use tin format
in 3 scrumptious textures: keeping our much loved pate but also introducing a new delicious
jelly chunk recipes alongside a premium, indulgent shreds in broth recipe.”
