Since their appearance on BBC 2’s Dragons’ Den back in January 2018, Poppy’s Picnic has continued to explode on to the pet food market with their range of raw food recipes for dogs.
Having turned down investment opportunities from four of the Dragons on the popular hit TV show including a £60K investment from Dragon, Deborah Meaden, founders of Poppy’s Picnic, Welsh entrepreneur, Dylan Watkins who is from Newtown in Powys and Louise Mackintosh from London, have gone on to smash their own crowdfunding target of £350,000 by raising nearly £600,000 in investment. This will be used to develop more recipes (including a new range for cats) and will help to fund their ambitious expansion plans for the business.
With their backgrounds in marketing having worked on some the leading global FMCG brands, both Dylan and Louise have been able to bring their own creative flair to the raw food market. Having spent a considerable amount of time and investment on market research they have managed to develop a brand which is both innovative and distinctive and sets it apart from the competition. With its distinctive pink packaging, quality ingredients and recipes handmade in Wiltshire by a fourth generation butcher, Poppy’s Picnic is a brand which is fun, vibrant and full of personality with a cartoon style which will appeal to both children and adults alike.
Commenting on the aims of the business, Dylan said,
“We have created food to cover all ages and types of dog. Our core COMPLETE range, which comes as mince and meatballs, is perfect for active dogs while our ENHANCED mince is ideal for the modern pet. We also have an EXPERT range of foods with a special purpose, like our Puppy Follow On Paste. Our BITES range includes air dried raw treats and bones.
“We want every cat and dog in the UK, and beyond, to have access to the best quality raw meals – the closest to what they would eat in the wild. It is our ultimate aim to make the raw food diet fun, easier and more convenient for pet owners to follow in order to encourage more people to start feeding their pets in this way”
Poppy’s Picnic has built an impressive team of experts around their brand including leading holistic vet Nick Thompson and nutritionist Moddie Lambert who have both been influential in promoting the raw diet in the UK. Poppy’s Picnic has also recruited the help of other leading marketers who have worked on some of the leading global pet food brands on the market.
All their hard work and effort was rewarded last weekend when Poppy’s Picnic was awarded the Best New Start-Up Business at the Wilshire Business Awards organised by Newquest Newspapers. Poppy’s Picnic was also a finalist in the Outstanding Excellence Business of the Year Award as well. The Awards Dinner and Ceremony was held at Centre Parks, Longleat.