Omni Pet

Idea

Introduction

Omni’s award-winning proprietary plant-powered formulation gives dogs a nutritionally complete diet with proven health benefits. Plus, over half of dogs trialled showed preference for it over their usual meat-based meal so it tastes good, too!

Vet Dr Guy Sandelowsky co-founded Omni after his dog, Bondie got mouth cancer. Following 9 months developing a protein-led formula with Associate Veterinary Professor Dr. Mike Davies, Omni was trialled with 100 dog guardians feeding meat-based diets with 91% positive feedback, and launched in 2021.

Independent studies have found dogs fed plant-based diets live up to 18 months longer than those eating meat, as well as visiting the vet less & needing fewer medications.

As feeding a dog a typical meat diet creates the same carbon emissions as driving a Land Cruiser SUV all year round, switching to plant-based can have a hugely positive planetary impact, too.

We’re raising to scale D2C, launch new products, expand into retail & enter new markets.

Substantial accomplishments to date

In 2021, we soft launched in May, developing, with a subscription model and larger food packs live on our site from September.

Since then Omni has:

- Averaged 30% month on month growth*

- Retained over 50% of customers (post-trial) after 1 year. This is 2x higher than the average retention rate for pet products.

- Delivered over 500k meals

- Achieved gross revenue of £650k in 2022*

- Published a peer reviewed paper, which demonstrates the health benefits of Omni.

- Had Omni recommended by 9 out of 10 veterinary professionals.

- Launched on Amazon and approached by Walmart in the US to sell Omni

- Developed a range of plant-based dog snacks, which we plan to launch in Q1.

- Been featured in The Guardian, the Financial Times, Sky news, The BBC, The grocer, and the Evening Standard.

- Delivered strategic marketing and brand building through social channels, Google and a community of influencers.

- Won a World Finance Innovation award 2022.

Monetisation strategy

We launched on a DTC model, through our eCommerce website, which allowed us to scale without additional outlay. We've nurtured our site and community of customers, and grown to an average monthly revenue of £70k in Q4 2022*.

We have an engaged base of 13k+ social followers and a mailing list of 11k, as well as a thriving customer loyalty rewards programme.

Over 70% of our sales are from subscription, which we'll continue to build on.

We're now stocked on Amazon to reach a wider audience, and are looking to further expand into retail this year as well as exploring leading pet retailers for our meals and soon-to-be-launched snack range.

*Based on unaudited management accounts.

Use of proceeds

Our focus will remain D2C, as this is already a proven success, and we want to continue our direct relationship with subscribers, increasing numbers and converting new customers.

Alongside this, we plan to use part of our funds to promote & develop our new product ranges and explore new markets:

- 61% Marketing - Targeted social, Google and influencer campaigns for D2C, as well as Amazon advertising spend and retail channels.

- 18% New product launch of our plant-based snack range.

- 10% Team hire to support our German expansion, with customer service support and digital marketer hires.

- 7% Channel expansion into retail

- 4% Internationalisation, initial set up costs for German market