NATURAL PETFOOD DEALS
Internet-based providers of custom and fresh pet food have kibble in the crosshairs. NomNomNow raised $13 million for custom dogfood with participation from Bullish, CircleUp, e.ventures, Tandem Capital, and Greycroft. Founded in 2015, NomNomNow says it is the only made-to-order fresh pet food company having its own U.S.-based dedicated facility.
PetPlate, a direct-to-consumer subscription service that delivers fresh-cooked pet meals, closed a $4 million seed round led by Dane Creek Capital. Other investors include Amity Supply, SWAT Equity, The Yard Ventures, Castor Ventures, and BrandProject. PetPlate sells human-grade meals for dogs in pre-portioned containers. “Demand for a healthy alternative to kibble will grow exponentially in the next few years,” predicted Mark Warren, chairman & CEO of Dane Creek.
Nestlé Purina PetCare purchased a majority stake in Tails.com, a direct-to-consumer, customized dog nutrition business, from Draper Esprit. Tails.com was launched in summer 2014 in the UK and creates custom kibble based on a proprietary algorithm that defines a dog’s nutritional profile. These custom pet food transactions follow premium pet food megadeals earlier in the year (General Mills’ acquisition of Blue Buffalo and J.M. Smucker’s of Ainsworth (Nutrish).