In a remarkable achievement during its centenary year, Yorkshire-based pet food giant Inspired Pet Nutrition (IPN) proudly announces that it has reached the £200 million sales mark.
The family-founded business, which entered the animal feed industry in 1923, is now setting ambitious goals to further expand its presence and become a £500 million+ sales business within the next five years.
Currently marking 100 years since its inception, IPN has undergone significant growth, doubling its sales in the last five years. This impressive trajectory includes achieving its initial £100 million milestone in 2018. The company attributes this success to a combination of organic growth and strategic acquisitions, notably the integration of Pet Food UK Ltd in 2021. The momentum across multiple pet categories continues to drive new growth, with IPN now eyeing further expansion in the UK and European pet business landscape.
Evolution of a Yorkshire Legacy
Led by Chairman Richard Page, grandson of the company’s founder James R Page, IPN has evolved from being the home of the Wagg brand to becoming a diversified house of brands. From Wagg and Harringtons to Barking Heads, Meowing Heads, and AATU, the company aims to make premium pet nutrition affordable and accessible to all, irrespective of the buyer’s price point.
The original business, established as a wheat trading venture, transitioned into producing animal feeds in the mid-1920s. In 1990, it rebranded as Wagg Foods and, in 2007, invested in the Real Pet Food Company. Subsequent years saw the launch of the natural dog food brand Harringtons, contributing to IPN’s mission of offering premium pet foods without compromising on quality.
Strategic Investments and Future Aspirations
The pet food industry and IPN have demonstrated resilience and significant growth, with strategic investments playing a pivotal role. L. Catterton became the majority shareholder in 2015, and in 2020, private equity firm CapVest assumed the majority share. Under CapVest’s stewardship, Inspired Pet Nutrition initiated an organic and acquisition-led growth strategy, acquiring Pet Food UK in 2021. IPN aims to solidify its position as a major player in the pet food category and European market.
Chairman Richard Page envisions doubling the business in the next five years through a combination of organic growth and mergers and acquisitions. The focus includes democratizing areas where better consumer value can be offered. IPN aims to remove more waste from packaging and the supply chain, enhance customer service, and explore new sub-categories, especially in wet feeding and treats.
Commitment to Sustainability
IPN places sustainability at the forefront of its operations. In 2020, it became the first major UK pet food manufacturer to achieve carbon negativity. The company has offset over 34,000 tonnes of CO2e through its Miles & Meals programme, which also donated 3.5 million meals to pet charities. IPN is on a mission to plant one million trees with Ecologi and collaborates with Leeds Beckett University to develop a roadmap to Net Zero emissions. While 95 percent of IPN’s packaging is currently recyclable, the company aims for 100 percent recyclable, reusable, or refillable packaging by 2025.
As IPN celebrates its centenary year and surpasses the £200 million sales mark, the company looks ahead to a future of sustained growth, innovation, and a commitment to providing accessible and premium pet nutrition to all.
