KatKin raised $22 million for its online cat food brand

KatKin, a London-based online food ordering and delivery startup, has completed a $22 million Series 1 round.

Founded by siblings Brett and Nikki O’Farrell, who come from backgrounds in finance and advertising respectively, Catkin is a direct-to-consumer service of customized cat food.

KatKin’s service bears a lot of similarity to meal kit delivery products like Gousto but to cat food.

Users pay for a monthly subscription for cat food that is tailored to their cats’ traits and needs and delivered to their home.

He led the first round of Series A Verlinvest and Perwyn with the participation of Octopus Ventures.

The founders said the new money will be invested in expanding manufacturing capacity, research and development, and marketing.

The duo, who are both cat owners, believe that there is an underserved market for online sales of specialty cat foods, with dogs and their owners garnering most of the investor attention — even though the global cat food market tends to be worth $40 billion.

“There is no single global cat brand that is truly reliable and relentless,” Brett said.

“As a result, a lot of capital, especially in the startup category, tends to go to dog-based companies first.”

Nikki said the dog market has been more visible and diffuse for investors to catch.

“A parent and cats are a very special relationship at the moment within your home, so I think this also is probably something that investors coming into the space don’t fully understand, if they don’t have cats themselves.”

The siblings push the unique recipes and meat content into the food they make. According to the founders, some cat food makers on the market exaggerate the meat content of their products.

“Cats are harder and you have an inherent challenge in terms of palatability that you don’t have with dogs,” Brett said.

KatKin meal boxes consist of meat that has been steamed, frozen and delivered to customers in insulated boxes. Cats are omnivores, dependent on meat for their nutrition. All recipes have been formulated by a veterinary nutritionist.

“Cats need meat,” Nikki said. “There are certain bodily functions they can’t really do without the right protein that comes from meat.” “All of our meals are 100% freshly cooked meat. We wanted to reduce many of the risks associated with raw food processing and production.”

Brett said monthly subscriptions range from £50 to £64. The service is currently only available in the UK.

He added that this latest funding round will be used to strengthen its presence in the local market with the aim of expanding internationally.

“The aim of this funding is to demonstrate that the unit economics of business operates in the UK. The UK is very much our home market, our test market. But the ambition is to build a global cat brand. The plan will be to enter the US sometime in the year. next”.

Leave a Reply

%d bloggers like this: