Pet nutrition disruptor Omni tamed the investors on Dragons’ Den tonight, securing an offer for £75k as it expands its offering of plant-based dogfood and supplements.
Founders Guy Sandelowsky and Shiv Sivakumar agreed to a joint investment from Deborah Meaden and Steven Bartlett in return for a 2.5% equity stake, valuing the business at £3m.
Sandelowsky, a practicing veterinarian for more than a decade, launched Omni in 2020 after witnessing “countless cases of preventable, nutrition-related illnesses in pets”.
The business sells a range of wet and dry dogfood, including for pets with sensitivities and allergies, as well as treats and supplements for anxiety, gut health, bad breath and irritated skin.
Meaden said: “I had already been looking for a healthy, balanced alternative to processed meat dogfood, so when Guy and Shiv presented Omni and its credentials as a highly nutritional vet formulated choice I was bound to invest. Trust in a product is hugely important to dog owners.
“The big test came though, after the den, when I offered the food and treats to my pack of dogs and they literally woofed them down – that certainly sealed the deal.”
In 2024, Omni achieved £2.7m in sales, representing 123% growth compared with the previous year, and now serves more than 30,000 customers, delivering in excess of five million meals to pets globally.
The business said its rapid rise reflected a growing demand for petfood that prioritised health, flavour and sustainability “without compromising on quality or the joy of eating”.
“Skin complaints, gut issues and obesity are soaring in our pets, and the solutions on the market simply aren’t good enough,” Sandelowsky added. “Omni changes this by delivering products that are healthier, tastier, and better for the planet.
“Taking Omni onto Dragons’ Den was another step towards normalising our novel protein petfood. Since our primary focus is – always has been, and always will be – the health of our dogs, we are hugely grateful to the dragons for giving us the opportunity to showcase our modern, science-backed approach to canine health, and helping us help dogs everywhere.”
Sandelowsky said Meaden and Bartlett had already been “incredibly helpful” in guiding Omni’s approach to business and making decisions for the future long-term health of the company.
Omni has plans to expand its product range and footprint, with dental sticks to clean teeth as pets chew and more supplements, including the launch of a soft chew product for cats.
It is also plotting a “groundbreaking” natural weight loss powder for dogs, which it has dubbed ‘Ozempic for dogs’.
Coffee challenger Little’s also received backing from Steven Bartlett on this evening’s programme and joins Doughboys Pizza, Dot Dot Bubble Tea, Seep and Love Sum as fmcg brands to score investment on the current series.
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