The Nutriment Company acquires Natural Instinct

Natural Instinct, based in Camberley, Surrey, makes raw, frozen dog food and treats using 100 per cent natural ingredients.

The brand is now under the wing of The Nutriment Company (TNC), formerly Voff Premium Pet Food.

This marks the second UK deal this year for the Swedish brand, having also acquired Totally Natural Pet Products in Scotland.

Phil Keen, CEO of Natural Instinct, said: “We are thrilled to become part of The Nutriment Company and see the collaboration as a valuable step to expand opportunities for our team and our customers.”

Anders Kristiansen, CEO of TNC, added: “The UK is one of our key priority markets, and with the acquisition of Natural Instinct with its long-standing expertise and tradition in high quality, natural pet food, we are creating a significant presence in the market.

“We will continue to expand our UK business over the next few years – both organically and through further acquisitions.”

Travers Smith advised TNC on the deal. The team was led by partner Tom Hartwright with support from associate Rebecca Denton and trainee Daisy Robinson, while tax advice was provided by partner and head of tax Russell Warren.