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This Pet Group

Parent company operating in the pet space

1-20 employees

B2C
Retail
Sustainability
Food
Pets

South Bank, London, UK

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Company mission

To create a more sustainable world in which pets are both happier and healthier.

Top investors

50% female employees

Trustpilot (4.5)

Our take

The environmental impact of pets to this day remains a virtually untold story – with pets eating an estimated 20% of the world’s meat and being responsible for as much as a quarter of the damage associated with the meat industry. In a world increasingly focused on sustainability, This Pet Group launched Aardvark in hoping to disrupt the traditional pet food market with its revolutionary product - a premium, insect-based pet food whose insect protein requires as little as 2% of the land area and 4% of the water per kg of protein when compared to beef.

This may look like an impossible task; the market for pet food is incredibly crowded, with large companies like Pedigree and Purina commanding large market shares. What's more, This Pet Group will also face competition from smaller, newer companies such as Wild Earth and Lily's Kitchen. Despite this, there are already key indicators pointing in the company's favour, the most obvious being that it managed to raise over 6 times as much capital as it expected in its first funding round - evidence for big excitement surrounding its products.

Crucially, the sustainable pet food market has no definitive brand leader, leaving this niche market open for the taking. This Pet Group will continue to utilise advances in technology, science and sustainability to transform the lives of our pets. Having successfully established Aardvark, This Pet Group is gearing up for the launch of its new product, This Dog Is Unique - which will primarily focus on personalising supplements for our furry companions.