PetPlate
PetPlate is a U.S. direct-to-consumer subscription service delivering fresh-cooked, human-grade dog food formulated by a board-certified veterinary nutritionist to AAFCO standards, with four subscription plans, treats, supplements, and a 2025-launched shelf-stable FreshBaked line serving health-conscious dog owners via its own e-commerce storefront.
- Company typePrivate
- Founded2015
- HeadquartersNew York, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What PetPlate does
PetPlate, operating under legal entity ACE II LLC headquartered in Beverly Hills, California, is a direct-to-consumer subscription service that delivers fresh-cooked, human-grade dog food to U.S. customers. The company was founded by Renaldo Webb after his dog Winston experienced digestive issues on conventional pet food; Webb partnered with Dr. Renee Streeter, one of approximately 300 board-certified veterinary nutritionists, to formulate recipes that meet AAFCO Dog Food Nutrient Profiles. Meals are prepared in small batches in USDA-approved human-grade kitchens using a low-temperature FreshCooked process and are hot-filled and flash-frozen to preserve nutrient bioavailability and freshness during direct-to-doorstep shipping. The portfolio spans four subscription plans (FreshCooked Full Plan from $1.89/day, FreshCooked Topper Plan from $0.71/day, FreshCombo Plan from $1.40/day, and the 2025-launched FreshBaked Plan from $0.79/day) across seven protein entrées, supplemented by organic treats, four vet-formulated soft chew supplements (digestive, joint, skin/coat, calming), and the PetPerks Loyalty Club.
The business model is pure e-commerce: customers complete an online quiz covering breed, age, weight, allergies, and preferences to generate a personalized meal plan, then subscribe to weekly, biweekly, or monthly deliveries via the company's owned petplate.com storefront. Acquisition is driven by a 60% first-box discount, content marketing, social media presence across Instagram, Facebook, Twitter, and TikTok, a ShareASale affiliate program, a refer-a-friend program, and earned media coverage in Forbes, CBS News, FOX 5 NY, and Newsday. PetPlate raised approximately $32 million across disclosed funding rounds from 2016 to 2021, with a $19 million Series A-2 led by Pendulum Holdings in December 2021 and a Shark Tank investment from Lori Greiner. Headcount is reported at 51–100 employees. Distribution is U.S.-only; there is no retail, marketplace, or international presence, and all sales flow through the company's owned subscription storefront.
PetPlate firmographics
Firmographics- Name
- PetPlate
- Legal name
- ACE II LLC
- Website
- https://petplate.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- PetPlate is a U.S. direct-to-consumer subscription service delivering fresh-cooked, human-grade dog food formulated by a board-certified veterinary nutritionist to AAFCO standards, with four subscription plans, treats, supplements, and a 2025-launched shelf-stable FreshBaked line serving health-conscious dog owners via its own e-commerce storefront.
- Ownership category
- akta.pro rank
PetPlate industry classification
Industry- Product category
- Fresh Dog Food / Pet Food Subscription
- NAICS
- Dog and Cat Food Manufacturing (311111), Pet and Pet Supplies Retailers (459910)
- SIC
- Miscellaneous Food Preparations & Kindred Products (2090)
- akta.pro primary industry
- Wet/Canned & Pouch Food (Dog & Cat) (CRADAFAB)
- akta.pro secondary industries
- Treats & Chews (CRADAFAE), Pet Food & Treats Retail (CRALAHAB), Companion Animal Maintenance & Wellness Nutrition (HLAMAHAB)
Keywords
Where PetPlate is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
PetPlate business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Subscription Meal Plans: PetPlate generates primary revenue through recurring subscription meal plans (FreshCooked Full Plan, FreshCooked Topper Plan, FreshCombo Plan, FreshBaked Plan). Customers are billed weekly, biweekly, or monthly based on their selected plan until their subscription is canceled. Plans range from approximately $0.71/day for Topper to $1.89/day for Full Plan. The subscription model provides predictable recurring revenue with automatic renewal.
- Treats: One-time purchase of organic dog treats including Chicken Apple Sausage Bites 4-Pack ($65.00) and Beef & Sweet Potato Bites 4-Pack ($70.00), with individual bags starting at $9.95 and $10.95 respectively when added to a meal plan.
- Supplements: One-time purchase of vet-formulated soft chew supplements including Soothe Operator, Hip Hopping, Up to Fluff, and Chill Out varieties. 4-packs priced at $67.80 each, or individual bags starting at $14.95 when added to a meal plan.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | FreshCooked Full Plan - Complete fresh-cooked diet |
| Subscription | Monthly | FreshCooked Topper Plan - Mix with existing food |
| Subscription | Monthly | FreshCombo Plan - Mixed texture variety |
| Subscription | Monthly | FreshBaked Plan - Shelf-stable dry food alternative |
| Unit Pricing | Pay-as-you-go | Chicken Apple Sausage Bites 4-Pack |
| Unit Pricing | Pay-as-you-go | Beef & Sweet Potato Bites 4-Pack |
| Unit Pricing | Pay-as-you-go | Chill Out Soft Chews 4-Pack |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels10 records
PetPlate product offering
Product offeringCore offering
PetPlate is a direct-to-consumer subscription service that delivers fresh-cooked, human-grade dog food prepared in USDA-approved kitchens. Customers complete an online quiz about their dog's breed, age, weight, allergies, and preferences and receive recurring deliveries of pre-portioned gently-cooked or baked meals designed by a board-certified veterinary nutritionist. The product portfolio also includes organic training treats and vet-formulated soft chew supplements sold as add-on purchases.
Product overview
PetPlate is a direct-to-consumer fresh dog food delivery service operating a subscription-based model with multiple plan tiers and add-on products. The core offerings include FreshCooked (gently-cooked wet food entrées in 5 protein varieties: Barkin' Beef, Chompin' Chicken, Tail Waggin' Turkey, Lip Lickin' Lamb, and Lean & Mean Venison) and FreshBaked (slowly-baked dry food alternatives in 2 varieties: Roost Rulin' Chicken and Trail Blazin' Beef). Subscription plans include FreshCooked Full Plan (100% fresh diet), FreshCooked Topper Plan (25% supplement), FreshCombo Plan (50/50 cooked and baked blend), and FreshBaked Plan (shelf-stable baked food). The product portfolio is complemented by organic training treats (Chicken Apple Sausage Bites, Beef & Sweet Potato Bites) and vet-formulated soft chew supplements (Soothe Operator for digestion, Hip Hopping for joint health, Up to Fluff for skin/coat, and Chill Out for calming). All meals are designed by veterinary nutritionists to AAFCO standards, prepared in USDA-approved human-grade kitchens, and flash-frozen for delivery.
Differentiator
Problem solved
Functional benefit
Brands
- FreshBaked: Oven-baked, human-grade dry food alternative for dogs with a crunchy texture, gently baked to preserve nutrients.
- FreshCooked
- FreshCombo
- PetPerks Loyalty Club
Products and services
- FreshCooked Full Plan Subscription A complete and balanced fresh-cooked meal subscription delivering 100% of a dog's daily calories from gently-cooked human-grade entrées made with premium meats and vegetables, prepared in small batches in USDA-approved kitchens. Priced from $1.89/day on a weekly, biweekly, or monthly billing cadence. Designed for individual dog owners seeking a full fresh diet.
- FreshCooked Topper Plan Subscription A supplemental subscription providing approximately 25% of a dog's daily calories as gently-cooked human-grade food that can be mixed with the dog's existing kibble or served occasionally. Priced from $0.71/day. Designed for dog owners who want to add fresh food to a conventional diet or test PetPlate at lower cost.
- FreshCombo Plan Subscription A blended subscription providing 100% of a dog's daily calories from a 50/50 mix of gently-cooked entrées and slowly-baked morsels, delivering combined wet and crunchy textures. Priced from $1.40/day. Designed for owners seeking maximum variety in textures and proteins.
- FreshBaked Plan Subscription A shelf-stable oven-baked dry food subscription providing 100% of a dog's daily calories from human-grade, gently-baked morsels with a crunchy texture, available in grain-free and grain-inclusive recipes. Priced from $0.79/day. Designed for owners who want a lower-cost, shelf-stable fresh-baked alternative to FreshCooked.
- Chicken Apple Sausage Bites Organic wood-smoked dog treats made with USDA chicken and nutrient-rich apples, prepared in human-grade kitchens. Limited ingredient, filler-free, 25-30 treats per 4.5 oz bag, with 4-pack at $65.00 and individual bags starting at $9.95 when added to a meal plan. Designed for dog owners seeking high-protein, single-protein training treats.
- Beef & Sweet Potato Bites Organic wood-smoked dog treats made with grass-fed beef and nutrient-rich sweet potatoes, prepared in human-grade kitchens. Limited ingredient, single-source protein, filler-free, 35-45 treats per 4.5 oz bag, with 4-pack at $70.00 and individual bags starting at $10.95 when added to a meal plan. Designed for owners seeking high-protein training treats for sensitive dogs.
- Soothe Operator Soft Chews Vet-formulated digestive health supplement soft chews containing prebiotics and probiotics to support microbiome balance and healthy digestion, made with organic bananas and pumpkin. 28 chews per 9.8 oz bag, 4-pack at $67.80 with individual bags starting at $14.95 when added to a meal plan. Designed for dogs with digestive sensitivity.
- Hip Hopping Soft Chews Vet-formulated hip and joint health supplement soft chews containing glucosamine and chondroitin to support canine mobility, made with blueberries and organic coconut. 28 chews per 9.8 oz bag, 4-pack at $67.80 with individual bags starting at $14.95 when added to a meal plan. Designed for aging or mobility-challenged dogs.
- Up to Fluff Soft Chews Vet-formulated skin and coat health supplement soft chews containing biotin, salmon oil, and zinc, made with organic cranberries and carrots to support lustrous coats. 28 chews per 9.8 oz bag, 4-pack at $67.80 with individual bags starting at $14.95 when added to a meal plan. Designed for dogs needing skin and coat support.
- Chill Out Soft Chews Vet-formulated calming supplement soft chews containing ashwagandha and L-theanine to balance stress hormones and promote relaxation, made with peanut butter and carob. 28 chews per 9.8 oz bag, 4-pack at $67.80 with individual bags starting at $14.95 when added to a meal plan. Designed for dogs experiencing stress or anxiety.
- PetPerks Loyalty Club A customer loyalty program allowing PetPlate subscribers and purchasers to earn points on purchases and redeem rewards. Managed under separate terms of use. Designed to increase customer retention and repeat subscription renewals.
Quantifiable outcome
- Customer testimonial: Digestive problems resolved after switching to PetPlate
- +1 more outcomes
Companies that use PetPlate
Customer profileNamed customers5 records
Segments2 records
Ideal customer profiles1 record
PetPlate technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature5 records
PetPlate partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Stripe, Inc.coreStripe serves as PetPlate's primary payment processor for processing subscription charges and one-time purchases. Customers' credit card information is handled directly by Stripe and is not collected or stored by PetPlate. Payment processing supports the company's recurring subscription billing model for weekly, biweekly, or monthly deliveries.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
PetPlate competitors and assessment
Company assessmentDirect peers
- The Farmer's Dog: The leading direct-to-consumer subscription service delivering fresh, human-grade dog food. Operates the same personalized-meal-plan, cold-chain subscription model as PetPlate and is its closest head-to-head competitor in the premium fresh dog food segment.
- Ollie: DTC subscription service offering fresh, human-grade dog food with vet-formulated personalized meal plans. Mirrors PetPlate's value proposition, customer segment (health-conscious pet parents), and subscription GTM motion.
- JustFoodForDogs: Fresh, human-grade pet food company selling through both subscription delivery and a network of retail kitchens/clinics. Comparable vet-formulated positioning with the addition of a physical retail footprint PetPlate lacks.
- Spot & Tango: DTC fresh dog food subscription brand offering personalized meal plans (UnKibble dry + fresh wet). Competes directly with PetPlate across both fresh-cooked and shelf-stable fresh-baked formats.
- Nom Nom (Mars Petcare): Pioneer DTC fresh pet food subscription brand acquired by Mars Petcare. Operates the same personalized fresh-meal model as PetPlate but now with the distribution, marketing, and capital backing of a global pet food conglomerate.
Broad incumbents
- Freshpet: Public, scaled manufacturer of fresh, refrigerated pet food sold through grocery and mass retail. Represents the at-scale incumbent in fresh pet food that PetPlate competes with for the same consumer wallet share, though distributed via shelf rather than subscription.
- Blue Buffalo (General Mills): Mass-market premium pet food brand owned by General Mills. Sets the mainstream premium price-quality benchmark PetPlate must justify, and competes with PetPlate's FreshBaked line in shelf-stable dry food.
Emerging players
- Open Farm: Premium, ethically sourced pet food brand (dry, wet, treats, raw) sold via DTC and retail. Comparable positioning on human-grade, transparent sourcing, and vet-friendly formulations, with partial product overlap (especially FreshBaked-style dry SKUs).
- Smalls: DTC subscription fresh cat food brand built on the same human-grade, vet-formulated, personalized-meal-plan thesis as PetPlate. Strong business-model and GTM analog, with the species focus (cats only) being the primary difference.
- Wild Earth: Premium DTC pet food and treat brand focused on alternative-protein, sustainable, vet-developed nutrition. Adjacent rather than direct overlap, but competes for the same health-conscious, premium-tier pet parent consumer.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
PetPlate social profiles
Digital presencePetPlate compliance and trust
Trust signalCompliance1 record
PetPlate financial estimates
Financial estimateRevenue estimate
Valuation estimate
PetPlate leadership team
Management profileNumber of profiles
Profiles3 records
PetPlate funding detail
Funding detailFunding overview
Funding rounds6 records
Investors19 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PetPlate 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 PetPlate
What does PetPlate do?
PetPlate is a direct-to-consumer subscription service that delivers fresh-cooked, human-grade dog food prepared in USDA-approved kitchens. Customers complete an online quiz about their dog's breed, age, weight, allergies, and preferences and receive recurring deliveries of pre-portioned gently-cooked or baked meals designed by a board-certified veterinary nutritionist. The product portfolio also includes organic training treats and vet-formulated soft chew supplements sold as add-on purchases.
Is PetPlate a public or private company?
PetPlate is a private company. It is classified as venture growth investor backed and is currently operating.
When was PetPlate founded?
PetPlate was founded in 2015. It employs 51 to 100 people.
Where is PetPlate based?
PetPlate is headquartered in New York, United States, in the North America region.
How does PetPlate make money?
Three revenue lines are on record. Subscription Meal Plans are the primary driver. The others are treats and supplements.
Who are PetPlate's main competitors?
Direct peers on record are The Farmer's Dog, Ollie, JustFoodForDogs, Spot & Tango and Nom Nom (Mars Petcare). Broad incumbents are Freshpet and Blue Buffalo (General Mills). Emerging players are Open Farm, Smalls and Wild Earth.
Does PetPlate have an API?
No public API is recorded for PetPlate.
What industry is PetPlate in?
PetPlate's product category is Fresh Dog Food / Pet Food Subscription. Its primary akta.pro industry code is CRADAFAB, Wet/Canned & Pouch Food (Dog & Cat), with a secondary code of CRADAFAE, Treats & Chews. Its NAICS code is 311111 and its SIC code is 2090.