Smalls
Smalls is a U.S. direct-to-consumer subscription brand offering human-grade, gently cooked fresh cat food produced in USDA-certified facilities, serving cat parents seeking high-protein, high-moisture nutrition, with a growing independent-pet-retail distribution channel.
- Company typePrivate
- Founded2017
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Smalls does
Smalls is a U.S.-based direct-to-consumer pet food company that exclusively serves cat owners with fresh, human-grade cat food. Founded in 2017 by Matthew Michaelson and Veronica del Rosario and headquartered in New York (legal entity True Pet Food Project, Inc.), the company differentiates from the dog-heavy fresh pet food category by being cat-first and by addressing feline biology with high-protein, high-moisture recipes formulated by an animal-nutrition PhD and reviewed by a veterinary council including Dr. Sarah Mitten.
The core technology is a cook-and-freeze production method: recipes are gently cooked to 165°F (167°F for freeze-dried) in USDA-certified, federally inspected human-grade facilities in New Jersey and Ohio, then immediately frozen to eliminate pathogens without artificial preservatives. The product portfolio spans fresh food in 7 recipes with 2 textures across 5 protein options, Freeze-dried Puffs (95% animal protein, 2024), Broths, and the Licks functional lickable treat line launched October 2025. Custom accessories are sold via the Smalls Mart storefront.
The business model centers on a recurring DTC subscription with quiz-based onboarding that produces a personalized meal plan, priced from approximately $4/day per cat, with a low-friction 50%-off first-order promotion, a 100% money-back guarantee, and free shipping within the continental U.S. Acquisition has historically been channel-diversified, but Meta (Facebook/Instagram) now represents 60%+ of paid marketing after a fourfold increase in spend over two years. In early 2026 the company began scaling a second channel through independent pet retail via distribution partnerships with Phillips Pet Food & Supplies (17 states), IPS South (CA/NV), Fauna Foods (NY/NJ/CT), and Mud Bay. Total disclosed funding is roughly $34 million across multiple rounds, including a $19 million Series A led by Companion Fund in March 2023.
Smalls firmographics
Firmographics- Name
- Smalls
- Legal name
- True Pet Food Project, Inc.
- Website
- https://smalls.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Smalls is a U.S. direct-to-consumer subscription brand offering human-grade, gently cooked fresh cat food produced in USDA-certified facilities, serving cat parents seeking high-protein, high-moisture nutrition, with a growing independent-pet-retail distribution channel.
- Ownership category
- akta.pro rank
Smalls industry classification
Industry- Product category
- Fresh Cat Food
- NAICS
- Dog and Cat Food Manufacturing (311111), Animal Food Manufacturing (31111), Frozen Food Manufacturing (31141)
- SIC
- Food And Kindred Products (2000)
- akta.pro primary industry
- Raw & Fresh Pet Food (Refrigerated/Frozen) (AFADAFAE)
- akta.pro secondary industries
- Freeze-Dried & Dehydrated Pet Food (AFADAFAD), Frozen & Raw Pet Food (incl. freeze-dried) (CRADAFAD), Natural/Organic & Limited-Ingredient Diets (CRADAFAH)
Keywords
Where Smalls is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices5 records
Markets served
Smalls business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Marketing or Sales, Personnel, Technology or R&D, Supply Chain
Revenue model
- Direct-to-Consumer Subscription: Recurring subscription model delivering personalized fresh cat food plans based on a quiz that determines cat preferences. Customers receive curated samplers and recurring shipments of preferred recipes. Subscription includes perks like free treats for life and free shipping.
- Retail/Wholesale: Sale of products through independent pet retailers and specialty stores via distribution partnerships. Products include fresh food, freeze-dried puffs, broths, and lickable treats.
- Merchandise (Smalls Mart): Sale of cat accessories including Smallserve ceramic bowls, crochet toy gift sets, and other merchandise through the Smalls Mart storefront.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Fresh food subscription starting at $4/day per cat |
| Unit Pricing | Pay-as-you-go | Freeze-dried Puffs available in 3 sizes |
| Unit Pricing | Pay-as-you-go | Smallserve ceramic bowl |
| Unit Pricing | Pay-as-you-go | Crochet Toy Gift Set |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels6 records
Smalls product offering
Product offeringCore offering
Smalls manufactures and delivers human-grade, gently cooked fresh cat food via a direct-to-consumer subscription model. The company produces 7 fresh food recipes with 2 textures (Smooth and Ground) across 5 protein options, supplemented by freeze-dried puffs, broths, and functional lickable treats. Products are made in USDA-certified facilities using a cook-and-freeze method that preserves nutrition without artificial preservatives.
Product overview
Smalls is a cat-only fresh pet food company offering a subscription-based product portfolio centered on human-grade, gently cooked fresh food. The core offering includes Fresh Human-Grade Cat Food in 7 recipes with 2 textures (Smooth and Ground) across 5 protein options. Adjacent products include Freeze-dried Puffs (95% animal protein dry alternative), Broths (hydrating meal toppers), and Licks (functional lickable treats for gut and coat health). The company also sells accessories including the Smallserve ceramic bowl and Crochet Toy Gift Set through Smalls Mart. Products are sold via direct-to-consumer subscription with a Sampler trial option and are expanding into physical retail through distribution partnerships.
Differentiator
Problem solved
Functional benefit
Products and services
- Fresh Human-Grade Cat Food Gently cooked, human-grade fresh cat food available in 7 recipes with 2 textures (Smooth and Ground) and 5 protein options. Cooked to 165°F and frozen for freshness. Sold via subscription to cat owners seeking premium nutrition.
- Freeze-dried Puffs Freeze-dried cat food crafted with 95% single-source animal protein, providing a satisfying crunchy bite with high protein content. Available in Chicken (Puffy Bird) and Turkey (Puffy Other Bird) recipes in 3oz, 8oz, and 14oz sizes.
- Broths Hydrating broth products made with wild-caught tuna and chicken. Adds moisture and flavor to meals. Available in Bird Broth, Fish Broth, and Pig Broth variants.
- Licks Functional Lickable Cat Treats Functional, lickable cat treats packed with real broth and all-natural ingredients, designed to support specific health benefits including gut health and skin & coat. Available in Fish Licks and Bird Licks variants.
- Smallserve Ceramic Bowl Ergonomic ceramic cat bowl designed with ample whisker room, elevated for proper posture, and non-porous to prevent chin acne. Dishwasher and microwave safe. Available in Mossball and Butterblue colors at $52.
- Crochet Toy Gift Set Catnip-filled crochet toy set in a keepsake tin illustrated by artist David Huang. Includes four toys for cats to steal, stash, bat, and hunt. Priced at $50.
- Smalls Sampler Trial offering providing curated fresh food packets to help cat owners identify their cat's preferred recipe before committing to a full subscription plan. Backed by a 100% money-back guarantee.
Quantifiable outcome
- 88% of customers report health improvements after switching to Smalls
- +2 more outcomes
Companies that use Smalls
Customer profileNamed customers3 records
Segments2 records
Ideal customer profiles2 records
Smalls technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Smalls partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- Phillips Pet Food & SuppliescoreStrategic distribution partnership to expand Smalls' presence in independent pet retailers across 17 states in the Midwest, Central, and Western regions. Served through warehouse locations in Lansing, Michigan and Sacramento, California.
- Independent Pet Supply South (IPS South)coreDistribution partnership to expand retail footprint across California and Nevada through IPS South's network of independent pet retailers.
- Fauna FoodscoreDistribution partnership to expand retail presence to New York, New Jersey, and Connecticut tri-state area through Fauna Foods' network of independent retailers.
- Humane Society of the United StatescoreStrategic partnership to support animal welfare. Smalls donated over $1 million worth of food to cat shelters and rescues. Added donation option at checkout where customers can contribute and Smalls matches every contribution. Partnership supports underserved communities and feline welfare.
Scale indicators6 records
Recent moves11 records
Expansion highlights4 records
Smalls competitors and assessment
Company assessmentEmerging players
- Tiki Cat: Cat-specialist pet food brand (Whitebridge Pet Brands) offering high-protein, grain-free wet and dry cat foods. Comparable on the cat-only positioning and high-protein formulation ethos, though primarily shelf-stable rather than fresh.
Direct peers
- Ollie: DTC fresh pet food subscription offering gently cooked, human-grade meals with vet-formulated recipes. Operates a similar quiz-based onboarding, subscription delivery, and retail expansion model; dog-focused but a primary competitor in the fresh pet food category.
- Open Farm: Premium pet food brand offering human-grade, ethically sourced dry food, wet food, and treats. Comparable positioning on ingredient quality and certifications, with overlap on freeze-dried and natural product lines.
- Spot & Tango: DTC fresh pet food subscription offering fresh, human-grade meals plus UnKibble dry food. Direct competitor in the personalized fresh pet food subscription space with overlapping target customer and recipe-based product portfolio.
- The Farmer's Dog: Direct-to-consumer fresh pet food subscription brand with human-grade gently cooked recipes delivered on a recurring basis. Closest comparable in business model, technology (cook-and-freeze), and target customer, though dog-focused versus Smalls' cat-only positioning.
- Nom Nom: DTC fresh pet food subscription that pioneered the personalized fresh meal category before being acquired by Mars. Highly comparable in product format (fresh, gently cooked, human-grade) and subscription distribution model.
- PetPlate: DTC fresh, vet-formulated pet food subscription delivering gently cooked meals on a recurring basis. Directly comparable subscription model and human-grade positioning, with similar emphasis on nutritional quality.
- Stella & Chewy's: Premium pet food brand specializing in raw and freeze-dried diets for cats and dogs. Directly comparable on the freeze-dried protein product format (similar to Smalls' Freeze-dried Puffs) and on high-protein, no-filler positioning.
Broad incumbents
- Royal Canin: Global pet food incumbent owned by Mars Petcare offering breed- and life-stage-specific nutrition including a veterinary diet line. Represents the broader incumbent competition in cat nutrition that Smalls differentiates against via fresh, human-grade formats.
- Hill's Pet Nutrition: Science-led pet food incumbent (Colgate-Palmolive) with a strong veterinary prescription and science diet portfolio. Comparable as a large-scale competitor in premium cat nutrition, though focused on dry/wet kibble formats versus Smalls' fresh-frozen approach.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks3 records
Key highlights1 record
Customer concentration
Smalls social profiles
Digital presenceSmalls compliance and trust
Trust signalCompliance3 records
Smalls financial estimates
Financial estimateRevenue estimate
Valuation estimate
Smalls leadership team
Management profileNumber of profiles
Profiles4 records
Smalls funding detail
Funding detailFunding overview
Funding rounds7 records
Investors17 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Smalls M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Smalls
What does Smalls do?
Smalls manufactures and delivers human-grade, gently cooked fresh cat food via a direct-to-consumer subscription model. The company produces 7 fresh food recipes with 2 textures (Smooth and Ground) across 5 protein options, supplemented by freeze-dried puffs, broths, and functional lickable treats. Products are made in USDA-certified facilities using a cook-and-freeze method that preserves nutrition without artificial preservatives.
Is Smalls a public or private company?
Smalls is a private company. It is classified as venture growth investor backed and is currently operating.
When was Smalls founded?
Smalls was founded in 2017. It employs 11 to 50 people.
Where is Smalls based?
Smalls is headquartered in New York, United States, in the North America region.
How does Smalls make money?
Three revenue lines are on record. Direct-to-Consumer Subscription is the primary driver. The others are retail/Wholesale and merchandise (Smalls Mart).
Who are Smalls's main competitors?
Tiki Cat is listed as an emerging player. Direct peers are Ollie, Open Farm, Spot & Tango, The Farmer's Dog, Nom Nom, PetPlate and Stella & Chewy's. Broad incumbents are Royal Canin and Hill's Pet Nutrition.
Does Smalls have an API?
No public API is recorded for Smalls.
What industry is Smalls in?
Smalls's product category is Fresh Cat Food. Its primary akta.pro industry code is AFADAFAE, Raw & Fresh Pet Food (Refrigerated/Frozen), with a secondary code of AFADAFAD, Freeze-Dried & Dehydrated Pet Food. Its NAICS code is 311111 and its SIC code is 2000.