Novel pet food supplier Omni Pet has raised £11m from venture capital providers to fund its next phase of development.
The new capital will be used to accelerate customer acquisition online and also expand into retail, says the company, as well as to launch new products including an ‘Ozempic-style’ natural weight loss supplement for dogs.
The round is led by UK-based venture capital firm IW Capital, supported by Redrice Ventures, Rootbridge Capital, Digitalis Ventures, Lever VC, Ani.VC and Ami Capital. Earlier in 2025, Omni Pet appeared on TV programme Dragons’ Den, where it received investment from Deborah Meaden and Steven Bartlett.
Omni Pet, founded by veterinarian Dr Guy Sandelowsky and former investment banker Shiv Sivakumar, supplies food, treats and supplements using novel yeast, algae and pulse-based alternatives to traditional animal proteins.
The business has grown more than 10 times over in the last year, achieving over 200% sales growth and acquiring more than 100,000 new customers since its Dragons’ Den appearance.
Co-founder Dr Guy Sandelowsky said: “The pet sector is undergoing a structural shift with owners increasingly treating pets as family members, driving an unprecedented rise in demand for health-focused nutrition and personalised care.
“With chronic conditions in pets growing at double-digit rates, consumers are actively moving away from allergy-triggering and calorie-heavy brands. Omni Pet is leading this shift by bringing together clinical know-how and round-the-clock vet access to give pet owners practical, long-term support for their pets’ health.”
Alex Petri, investment director at IW Capital, said: “Omni Pet stands out for its exceptional growth and the clarity of its vision: to reshape a category that has seen little true innovation for decades. As consumers demand transparency and real health outcomes through clinically credible products, Omni Pet is positioned to lead the next wave of pet-wellness disruption. We’re backing Omni Pet because we believe the combination of veterinary expertise with strong data and its scalable subscription model represents one of the most compelling offerings in the sector.”
Dragons’ Den investor Deborah Meaden added: “Pet health is becoming an increasingly important issue, with more dogs struggling with obesity, allergies and other chronic health conditions. What impressed me about Omni from the beginning was its commitment to combining science and innovation without compromising on sustainability or ethics to tackle these problems properly.
“The team have continued to execute exceptionally well, building a fast-growing brand with real purpose behind it. That progress is exactly why I chose to double down and reinvest.”
