What Nom Nom does

Nom Nom, Inc. (DBA Nom Nom, formerly Nom Nom Now) is a direct-to-consumer fresh dog food subscription company founded in 2014 in San Francisco and now operating as a subsidiary of Mars Petcare following a 2025 acquisition. The company produces and delivers personalized, gently cooked dog meals from its own Nashville, Tennessee kitchen facilities to individual pet parents across the United States. Its product line comprises six gently cooked meal recipes (Turkey Fare, Beef Mash, Chicken Cuisine, Pork Potluck, Turkey & Chicken Cookout, Lamb Pilaf), a Sampler Pack, four treat SKUs, and two probiotic supplements, all formulated by board-certified veterinary nutritionists using a proprietary vitamin and mineral blend called NomNomNutrient Mix.

The underlying platform combines an intake quiz that captures per-dog profile data (breed, age, weight, activity level, health conditions) with a portion-calculation algorithm that determines daily caloric needs to the gram, producing individually portioned subscription shipments on customer-set recurring schedules. An optional microbiome testing service analyzes gut health and feeds dietary recommendations. The company maintains a multi-channel go-to-market — DTC subscription as the primary revenue driver, supplemented by Amazon marketplace listings and select retail availability through a Find in Store locator — supported by content marketing, social media, email, a referral program, and PR. Pricing is subscription-based with a 50% first-order discount, monthly billing for meals, and unit-pricing for treats ($9.99–$14.99) and probiotics ($40/30-day supply).

The business model is a continuous-recurring revenue subscription engine with one-time-purchase adjacencies (treats, probiotics) and an emerging health-services layer (microbiome testing). Nom Nom is led by a management team with deep consumer goods and pet care experience, including multiple ex-Mars executives (CFO Melissa Hagedorn, VP Operations Lance Qualls) and a Royal Canin veteran as General Manager (Matthew Foster). The company does not publicly disclose revenue; cumulative scale is referenced as 3,000,000+ boxes delivered, with operating geographies limited to the United States.

Name

Nom Nom

Legal name

Nom Nom Now, Inc.

Website

https://nomnomnow.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

251–500 employees

Short description

Nom Nom is a Mars Petcare-owned, direct-to-consumer subscription company that delivers personalized, gently cooked fresh dog meals, treats, and probiotics from its own Nashville kitchens to US pet parents, with portions customized by breed, weight, and activity level.

Ownership category

akta.pro rank

Product category

Fresh Pet Food Subscription

NAICS

Dog and Cat Food Manufacturing (311111), Animal Food Manufacturing (3111), Animal Food Manufacturing (31111)

SIC

Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Natural/Organic & Limited-Ingredient Diets (CRADAFAH)

akta.pro secondary industry

Specialty Small Animal Feed (Rabbits, Guinea Pigs, Ferrets, etc.) (AFADAFAI)

Keywords

• Fresh dog food
• Pet food subscription
• Personalized dog nutrition
• Vet-formulated pet meals
• Dog probiotics

Headquarters

HQ city

Nashville

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Meal Subscription: Continuous meal subscription service where customers receive personalized, gently cooked dog food delivered on a recurring schedule. Subscriptions continue indefinitely until cancelled, with recurring charges 4-8 days prior to delivery. The primary revenue driver, offering personalized portioned meals based on individual dog profiles.
2. Treats and Probiotics: One-time purchases of dog treats (Beef Jerky, Sweet Potato Chews, Wafers) and probiotic supplements. Can be purchased standalone or add-on to subscription. Probiotics offered at $40/30-day supply, treats ranging $9.99-$14.99.
3. Microbiome Testing Services: Optional microbiome testing services available through the platform, providing pet gut health analysis with recommendations.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Nom Nom operates a direct-to-consumer fresh dog food subscription service delivering gently cooked, personalized meals prepared in its Nashville kitchen. Customers complete an intake quiz covering breed, weight, and activity level, and receive portioned meal deliveries (Turkey Fare, Beef Mash, Chicken Cuisine, Pork Potluck, Turkey & Chicken Cookout, Lamb Pilaf) formulated with a proprietary NomNomNutrient Mix by board-certified veterinary nutritionists. The offering is complemented by one-time treat purchases, vet-developed probiotic supplements, and optional microbiome testing services.

Product overview

Nom Nom is a fresh dog food subscription service delivering gently cooked, personalized meals for dogs. The core offering consists of six named meal recipes (Turkey Fare, Beef Mash, Chicken Cuisine, Pork Potluck, Turkey & Chicken Cookout, Lamb Pilaf) plus a Sampler Pack, all prepared in the company's own Nashville kitchen facilities. Complementing the meal subscription are two probiotic supplements (Full Spectrum and GI-Targeted) and four treat products (Beef Jerky, Sweet Potato Chews, and two Wafers flavors). All products are formulated by board-certified veterinary nutritionists using real, whole-food ingredients and a proprietary nutrient blend. Meals are individually portioned based on each dog's caloric needs and delivered on a recurring subscription basis. Retail availability exists through Amazon.

Differentiator

Problem solved

Functional benefit

Products and services

• Turkey Fare A gently cooked turkey-based dog food recipe formulated by board-certified veterinary nutritionists, featuring real whole-food ingredients and the proprietary NomNomNutrient Mix for complete and balanced nutrition. Delivered via subscription to dog owners seeking fresh, personalized meal plans.
• Beef Mash A gently cooked beef-based dog food recipe formulated by board-certified veterinary nutritionists, featuring real whole-food ingredients and the proprietary NomNomNutrient Mix for complete and balanced nutrition.
• Chicken Cuisine A gently cooked chicken-based dog food recipe formulated by board-certified veterinary nutritionists, featuring real whole-food ingredients and the proprietary NomNomNutrient Mix for complete and balanced nutrition.
• Pork Potluck A gently cooked pork-based dog food recipe formulated by board-certified veterinary nutritionists, featuring real whole-food ingredients and the proprietary NomNomNutrient Mix for complete and balanced nutrition.
• Turkey & Chicken Cookout A gently cooked recipe combining turkey and chicken, formulated by board-certified veterinary nutritionists with real whole-food ingredients and the proprietary NomNomNutrient Mix for complete and balanced nutrition.
• Lamb Pilaf A gently cooked lamb-based dog food recipe formulated by board-certified veterinary nutritionists, featuring real whole-food ingredients and the proprietary NomNomNutrient Mix for complete and balanced nutrition.
• Sampler Pack A variety pack allowing customers to sample multiple Nom Nom recipes before committing to a full subscription plan, enabling discovery of preferred flavors.
• Beef Jerky Treats Single-ingredient beef jerky treats made with 100% beef and nothing else, priced at $14.99 for a 4 oz package. Available as one-time purchases through the website and Amazon.
• Sweet Potato Chews Low-fat single-ingredient sweet potato treats made with 100% sweet potato and nothing else, priced at $9.99 for a 6 oz package. Available as one-time purchases.
• Wafers: Beef & Blueberry Flavor Tender beef and nutritious blueberry wafer treats for dogs, priced at $11.99 for a 7 oz package.
• Wafers: Chicken & Cranberry Flavor Tender chicken and nutritious cranberry wafer treats for dogs, priced at $11.99 for a 7 oz package.
• Full Spectrum Probiotic Vet-developed probiotic for all-around wellness and immune system function in dogs, offered as a 30-day supply at $40.00.
• GI-Targeted Probiotic Vet-developed probiotic for balanced microbiome and healthy digestion in dogs, offered as a 30-day supply at $40.00.
• Microbiome Testing Service Optional microbiome testing service for pets that analyzes gut health and informs personalized diet and product recommendations. Available through the Nom Nom platform.

Quantifiable outcome

• Dogs show increased excitement about eating and higher energy levels when switched to fresh diet
• +2 more outcomes

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature4 records

Partnerships

Four partnerships are on record, tiered minor, core and flagship.

• Craft & CommerceminorGTM or Marketing Partner · 5 November 2025Craft & Commerce, an independent media agency, secured Nom Nom as a client following competitive pitches. The agency is developing tailored media campaigns for Nom Nom alongside other clients including Jus-Rol and Real Good Foods.
• AmazoncoreChannel Partner/ Reseller/ DistributorNom Nom participates in Amazon's annual Pet Day promotion and maintains an Amazon store presence for treats and probiotics. The partnership provides additional distribution channel beyond direct subscription model.
• Board-Certified Veterinary NutritionistscoreStrategic or Co-development PartnerRecipes formulated and scientifically evaluated for nutritional balance by board-certified veterinary nutritionists. Includes Dr. Sally Perea, DVM, MS, DACVIM, who serves as company spokesperson for probiotic products. Partnership ensures AAFCO compliance and nutritional standards.
• Mars PetcareflagshipOthersNom Nom is owned by Mars Petcare (parent company references in cookie policy and privacy policy). Mars Petcare provides corporate infrastructure and oversight. Several executives including Melissa Hagedorn and Lance Qualls are ex-Mars Associates.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• The Farmer's Dog: The Farmer's Dog is the largest direct-to-consumer fresh dog food subscription service in the U.S. It competes head-to-head with Nom Nom on personalized, gently cooked meal plans delivered to the home, with a similar quiz-based onboarding and veterinary-formulated positioning.
• Ollie: Ollie is a direct-to-consumer fresh dog food subscription brand offering human-grade, gently cooked personalized meals. It competes with Nom Nom on subscription delivery, vet-formulated recipes, and premium positioning, and is consistently grouped with Nom Nom as a fresh dog food innovator.
• Spot & Tango: Spot & Tango offers fresh and dry (UnKibble) personalized dog food subscriptions, targeting the same premium, health-conscious pet parents as Nom Nom with vet-formulated meals delivered on a recurring basis.
• PetPlate: PetPlate is a DTC fresh dog food subscription service that cooks vet-formulated, human-grade meals and delivers them to pet owners. It is a smaller direct competitor to Nom Nom in the fresh, portion-controlled meal category.
• JustFoodForDogs: JustFoodForDogs sells fresh, human-grade dog food through both DTC subscription and a network of company-owned retail kitchens. The retail-kitchen model and vet-formulated recipes make it a close comparable to Nom Nom's owned-kitchen, vet-formulated approach.

Emerging players

• Open Farm: Open Farm is a premium pet food brand focused on ethically sourced, natural ingredients across kibble, wet, and raw formats. While not a fresh DTC subscription specialist, it targets the same ingredient-conscious premium segment as Nom Nom and overlaps on treats and supplements.
• Smalls: Smalls applies the same direct-to-consumer fresh subscription model to cat food that Nom Nom applies to dog food. It is a close analog in business model and category, but in the cat segment rather than dogs.

Broad incumbents

• Royal Canin: Royal Canin is a Mars Petcare sister brand and a global leader in breed- and life-stage-specific pet nutrition. It is a broad incumbent that overlaps with Nom Nom in personalized, science-led nutrition, but sells primarily through veterinary and retail channels rather than DTC fresh subscription.
• Purina (Nestlé Purina PetCare): Purina is the largest pet food manufacturer in the world and competes broadly across fresh, refrigerated, kibble, and treats. It overlaps with Nom Nom in fresh refrigerated meals (Beneful Prepared Meals, Pro Plan) and competes for the same premium pet parent wallet.
• Blue Buffalo (General Mills): Blue Buffalo is a leading premium natural pet food brand in the U.S. across kibble, wet, treats, and veterinary diets. It competes with Nom Nom for the health-conscious pet parent segment and was highlighted alongside Nom Nom in Amazon's Pet Day promotion.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/nom_nom_now
• YouTubeyoutube.com/c/nomnomnow
• Facebookfacebook.com/GetNomNom
• Instagraminstagram.com/nomnom

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds5 records

Investors10 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Nom Nom