Online Cat Food Brand Katkin Raises $22 Million For Its Direct-to-consumer Business

Online Cat Food Brand Katkin Raises $22 Million For Its Direct-to-consumer Business

KatKin, a London-based online cat food ordering, and delivery start-up have closed a Series A round of $22 million in funding.

KatKin is a direct-to-consumer service for customized cat food that was founded in 2012 by Brett and Nikki O’Farrell, who both come from backgrounds in finance and advertising, respectively.

In many ways, KatKin’s service reminds me a lot of meal kit delivery services like Gousto, but for cat food instead of meals.

Online Cat Food Brand Katkin Raises $22 Million For Its Direct-to-consumer Business

There is a monthly subscription service in which users pay for cat food tailored to their cat’s specific needs and attributes, which is delivered to their house on a regular basis.

A Series A round of funding was led by Verlinvest and Perwyn, with Octopus Ventures also participating in the round.

According to the founders, the new funds will be used to expand the manufacturing capabilities, research and development, and marketing of the company.

As both cat owners themselves, the duo believes that there is an underserved market for online sales of specialized cat food at this time, as dogs and their owners have received most of the investor attention so far – despite the fact that the global cat food market is tipped to be worth over $40 billion by 2022.

Brett told me that there is no singular global cat brand that is trusted and uncompromising all over the world.

The result is that much of the capital, especially in the emerging company category, tend to go to companies with a strong dog-first focus.

According to Nikki, the dog market has been more visible and prevalent for investors to latch onto in the past few years.

There is something very private about a cat parent’s relationship with their cat right now, and I think that’s also something that’s perhaps not understood fully by investors who come into the space if they do not own cats themselves, as it’s a very private relationship within your home.”

It is important for the siblings to emphasize their unique recipes and the meat content of the food that they manufacture, as well. Some of the cat food makers on the market overstate the meat content of their products, in the opinion of some of the founders.

“Cats are harder to take care of and there’s an inherent challenge when it comes to palatability that you don’t have with dogs,” Brett said.

The meals that KatKin offers are made up entirely of meat that has been steam cooked and frozen, and they are shipped to customers in insulated boxes. Cats are obligate carnivores, so they get all of their nutrition from meat. The recipes have been formulated by a veterinary nutrition expert.

“Cats need meat in order to survive. “There are certain bodily functions that can’t be accomplished without the proper amount of protein that comes from meat,” Nikki explained, “which is why we only serve fresh, cooked meat at all times.” In order to reduce the risks associated with raw food manufacturing and production, we set out to reduce many of them.”

A monthly subscription will cost between £50 and £64, Brett said. At present, the service is only available in the United Kingdom.

It is expected that this latest round of financing will be used to bolster the company’s presence in its home market and to expand internationally once that is achieved.

There is a very clear reason behind this kind of funding, and it is aimed at proving that the unit economics of the business will work in the UK.

There is no doubt that the UK is very much our home market, our test market.

In spite of this, the ambition is to build a global brand for cats. In the near future, the plan would be to enter the US at some point in the future.”

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