Pet Food That's Out of These Wolds

NutriWold’s PAPI supported new equipment led to the launch of their new, innovative business and eight new-to-market products.

Image: Masthead

NutriWolds is an innovative new business in the pet industry, offering new-to-market pet food which is nutritious for both cats and dogs. With over 50 businesses waiting to place orders, the company applied for a PAPI workshop, which helped shape an innovation plan for the business as well as a PAPI grant, enabling the company to purchase new machinery to get their product to market quickly and meet customer demand.

Case study: NutriWolds

NutriWolds, based in Pocklington, is an innovative new business in the pet industry offering an inclusive pet food for both cats and dogs, the only company in the UK to do so.

NutriWolds was created in 2019, following extensive market research, and the company developed a line of new-to-market raw pet food which is nourishment for both cats and dogs. The recipes provide a variety of health benefits including improved digestion and healthy coat. The range’s recipes are unique and provide the only ‘herb-fed’ chicken product on the market; a formulation which closely resembles how cats and dogs would feed in the wild.

The company wanted to be sustainable in production, so the range is made using ethically sourced, local, free range and herb fed meat, as well as all organic herbs and vegetables and the products are packed in either biodegradable or fully recyclable materials.

NutriWold's website
Image: medium
product innovation & new jobs

Prior to the company launch, the raw products had already won widespread recognition and had over 50 businesses waiting to place orders. In order not to miss the opportunity and to enter the market quickly, NutriWolds secured a PAPI grant to purchase machinery which would contribute to manufacturing their raw products. This included a purpose-built ancillary cold production room and frozen storage, a mixer grinder, vacuum sealer and blast freezer.

The grant allowed the business to create 2.5 new jobs and 8 new products. The grant meant that the company could launch with all 8 products ready, meaning they can satisfy orders quickly. The new equipment also allows the company to complete research and development for more new products.

NutriWold’s director Lizz also attended a PAPI innovation workshop which provided the company with one-to-one sessions with a business coach who helped to form an innovation plan tailored to the company. PAPI innovation workshops include sessions with industry experts in finance, sales and marketing as well as networking sessions with like-minded businesses.

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PAPI has been an incredibly positive process, not only the financial support offered, but also the excellent help given to support new businesses through the [innovation workshop] has been invaluable and the business will reap the rewards for years to come, we cannot recommend the process and the team more highly.

Lizz Adair, Managing Director