2025
October saw our second French acquisition with Ultra Premium Direct, further strengthening our position in the European market.
Together, we create happiness
From Heritage in Animal Feeds to Experts in Pet Food
INSPIRED traces its roots back to 1923 when the Page family set up a wheat trading business, sourcing and selling to local communities. In 1985, William Page, son of the founder James Page, launched Wagg as a complete dry dog food. It was one of the first brands to be sold direct to the Grocery market. From the very first day as a pet food manufacturer, our core aim was to produce affordable, nutritious and healthy pet foods.
Our Behaviours
Our behaviours describe how we do things around here. They depict how we treat others and how we go about our daily work. They are used to help our colleagues grow through their career development. When we’re recruiting, it’s important we assess applicants to make sure their behaviours are aligned with ours.
So, it’s important to us that all INSPIRED colleagues embody these behaviours, no matter what their role.
To reach our summit we require a high-performance team and culture
Our History
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2025
September acquisition of French-based Sopral, marking a significant milestone in our ambitious European growth plans.
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2024
Acquisition of Butcher’s Pet Food and Butcher’s, Classic and Blink! brands.
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2023
Harringtons Superfoods launches and excels in the market. Barking Heads production is brought in-house to our mill at Dalton.
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2022
Harringtons has a recipe overhaul and the brand is re-launched in November 2022.
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2021
Acquisition of PFUK and Barking Heads, Meowing Heads and AATU brands.
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2020
We became the first major UK pet food manufacturing business to be carbon negative.
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2020
Capvest, a private equity business, became the majority shareholder in an exciting new venture. Additionally, we became the first major UK pet food manufacturing business to be carbon negative.
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2016
L. Catterton became the majority shareholder, and our name was changed to Inspired Pet Nutrition. We also opened our new Distribution Centre capable of handling 17,000 finished good pallets.
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2008
Harringtons dog food range launched, with the aim of making premium pet foods affordable to everyone without any compromise on quality.
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2007
IPN invested in the Real Pet Food Company, the home of our treats kitchen today.
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2003
We commissioned our first Extruder; enabling us to stop buying in pre-made recipes for our brands.
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1990
We stopped producing animal feeds for farming, changed our name to Wagg and moved to our current purpose-built site at Topcliffe, near Thirsk.
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1923
Initially set up as a wheat trading business, then from the 1960s as an animal feed mill in Tadcaster, North Yorkshire, Page Feeds supplied the farming community through four feed mills strategically placed around Yorkshire.
We are on a journey to become a global leader in pet nutrition.
Meet The TeamOver the past five years, INSPIRED has evolved from a UK leader into one of Europe’s largest independent branded pet food companies.
