How Active International support Bella & Duke’s scale-up growth goals

Bella & Duke are one of the UK’s leading pet food subscription services. They offer customised raw food meal plans to help pet owners give their cats and dogs the healthy, happy, long lives they deserve.

Launched in 2018 with the mission to provide a healthier alternative to mainstream pet food products, Bella & Duke have delivered over 20 million raw food meals to more than 100,000 pet owners across the UK to date.

Active International began working with Bella & Duke in July 2021, alongside their media agency All Response Media, to extend their advertising reach and raise brand awareness in the UK market.


The challenge

Build brand awareness to capitalise on UK market trends

Despite tough economic conditions, the pet care industry in the UK continues to thrive — buoyed in part by the uptick in pet ownership during the pandemic and increased consumer focus on pet health and wellness.

Bella & Duke are a scale-up business perfectly positioned to capitalise on these trends, along with the growing popularity of DTC (direct-to-consumer) products and subscription services. They require a corporate trade partner that understands the needs of a scale-up DTC business and can provide agile, creative solutions to help them make the most of their advertising spend.


The Solution

• 10% improved value and sales on trading over a six-figure ad spend

• £20k incremental cash saving

• £200k traded across broadcast and digital media spend

Our priority with Bella & Duke has been extending their advertising reach throughout the UK to boost brand awareness and their presence in the market. Since the start of our partnership in late 2021, we’ve generated incremental client benefits of over £20k connected to Bella & Duke’s broadcast and digital spend. This benefit has extended the client’s each further, which in turn supports their ambitious growth goals, and has also meant additional investment into our media partners.


The Result

On-target growth and a strong working relationship

We are delighted to have played a role in supporting Bella & Duke reaching their ambitious growth targets over the last 18 months as they continue to lead the UK raw pet food subscription market. The partnership doesn’t end here though — we’re looking forward to working closely with the Bella & Duke team on upcoming brand campaigns and continuing to support their exciting scale-up journey.


  “After a successful round of funding in 2021, we investigated potential partners who could help us accelerate our growth further and faster.

We met with Active and explained what we needed in a growth partner. The team at Active introduced us to several of their established clients, who assured us with their own examples that Active would be an ideal partner for our company’s growth.

Initially, Corporate Trade was not a familiar concept to me, but the team walked me through the business model, outlining the benefits to Bella & Duke and the process. From the beginning, it was clear that the Active team has our business interests at heart, and we have a successful, ongoing partnership.”

Tushar Kaul, CMO, Bella & Duke