What Omni does

Omni (legally Omni Pet Ltd) is a UK-headquartered direct-to-consumer pet nutrition company founded in 2019 by veterinary surgeon Dr Guy Sandelowsky and co-founder Shiv Sivakumar. The company develops and sells plant-based, hypoallergenic dog food, wet food, treats, and a broad supplements portfolio targeting dogs with food allergies, sensitivities, and life-stage-specific needs (puppy, adult, senior, sensitive adult). Formulas use novel proteins — sweet potato, peas, lupin beans, chickpeas, lentils, quinoa, algae — designed to exclude the most common canine allergens (chicken, beef, dairy, soya, grain, gluten), and are positioned as patent-pending, vet-formulated, FEDIAF-compliant, and B-Corp certified.

The company's commercial model is subscription-led DTC through its own Shopify-powered omni.pet storefront in the UK, with subscriptions offering 20% off the first order and 10% ongoing, free delivery above £39, and a bundled unlimited vet consultation service that functions as both retention and acquisition lever. Pricing spans £7.99 (dental sticks) to £52.79 (10kg dry food) at unit level, with supplements generally £15.99–£29.99. Marketing leans heavily on the BBC Dragons' Den investment from Deborah Meaden and Steven Bartlett, earned media coverage in major UK outlets (Guardian, Sky News, Evening Standard, Vegconomist), and an active social presence on Facebook, Instagram, TikTok and YouTube. The company reports 200,000+ customers and has announced plans to enter UK physical retail and international markets. Strategic capital partners include IW Capital (lead, 2026), Lever VC, Ani.VC, Digitalis Ventures, ProVeg Incubator, Purple Orange Ventures, Kale United, HackCapital, Leap Venture Studio and Dragons' Den investors, with cumulative disclosed funding of approximately $17M, the majority raised in a June 2026 growth round. Headcount remains 1–10, headquartered at 85 Great Portland Street, London.

Name

Omni

Legal name

omni Pet Ltd

Website

https://omni.pet

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Omni (Omni Pet Ltd) is a UK-based direct-to-consumer pet nutrition company selling plant-based, hypoallergenic dog food, treats, and supplements formulated by veterinarians for allergy-prone and life-stage-specific canine dietary needs.

Ownership category

akta.pro rank

Product category

Pet Food and Nutrition

NAICS

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

akta.pro primary industry

Natural/Organic & Limited-Ingredient Diets (CRADAFAH)

akta.pro secondary industries

Functional & Veterinary Diet Pet Food (CRADAFAF), Frozen & Raw Pet Food (incl. freeze-dried) (CRADAFAD)

Keywords

• Plant-based dog food
• Hypoallergenic pet nutrition
• Dog supplements
• Vet-formulated pet food
• Novel protein pet care

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales (E-commerce): Omni generates revenue primarily through direct online sales of plant-based dog food, supplements, and treats via its e-commerce platform, with products available in multiple life-stage formulas and supplement categories.
2. Subscription/Recurring Revenue: Subscription model offering 10% ongoing discount with free vet consultations, providing predictable recurring revenue with customer retention benefits.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Omni is a UK-based pet food company that manufactures and sells plant-based, hypoallergenic dog food, wet food, supplements, dental products, and treats formulated by veterinarians using novel proteins to avoid common allergens such as chicken, beef, and dairy. The company operates a direct-to-consumer e-commerce platform (omni.pet) with subscription plans, and includes free veterinary consultations as a value-added service for subscribers.

Product overview

Omni is a UK-based pet food company offering a comprehensive portfolio of allergy-friendly, plant-based dog food and supplements. The core product line consists of four dry food formulas targeting different life stages: Puppy, Adult, Senior, and Sensitive Adult, all featuring novel proteins and formulated without common allergens. The portfolio extends to wet food (patés and hot pots), meal toppers, and an extensive range of 10 supplement categories covering calm/anxiety, skin health, joint mobility, digestive health, dental care, senior cognitive support, and bladder care. Additional products include dental sticks, shampoo, and calming diffusers. The company provides free vet consultations as a value-added service. All products are vet-formulated, B Corp certified, and marketed with a focus on sustainability and animal welfare.

Differentiator

Problem solved

Functional benefit

Brands

• Omni Rescue: Product line category for supplements and rescue-focused offerings

Products and services

• Sensitive Adult Dry Food Hypoallergenic, grain-free, soya-free, gluten-free dry food for adult dogs with sensitive stomachs. Features novel proteins (sweet potato, peas, lupin beans), 25% protein, and small cube-shaped biscuits for easier chewing.
• Adult Dry Food Protein-rich, allergy-friendly dry food for adult dogs aged 1-7. Contains 30% protein and 9% fat, free from common allergens like chicken, beef, and dairy, formulated to support digestion, skin comfort, and energy.
• Senior Dry Food Nutritional dry food for senior dogs aged 7+. Contains 26% protein and 7.5% fat with L-carnitine for heart support and omega fatty acids for joint flexibility. Hypoallergenic formula free from chicken, beef, and dairy.
• Puppy Dry Food Complete and balanced dry food for puppies up to 12 months. Contains 30% protein and 12% fat with DHA for brain and vision development, omega fatty acids, and prebiotics. Free from common allergens.
• No-Beef Bites & No-Chick Chunks Taste Toppers Wet food toppers in dual-protein format featuring novel proteins (pea protein, fava bean protein) in rich gravy. Designed to enhance mealtimes for fussy or allergy-prone dogs, served as mix-ins or snacks.
• Chickpea & Potato Paté Nutritionally complete wet food featuring chickpea, potato, and pea protein. Allergy-friendly formula free from chicken, beef, dairy, soya, grain, and gluten.
• Pumpkin & Lentil Hot Pot Nutritionally complete wet food with pumpkin, red lentils, and pea protein. Allergy-friendly formula supporting muscle health and energy with omega fatty acids.
• Sweet Potato & Quinoa Loaf Nutritionally complete wet food featuring sweet potato, quinoa, lupin beans, and coconut. Allergy-friendly recipe with prebiotic chicory root for digestive health.
• Daily Calm Supplement Cold-pressed soft chew supplement supporting normal calm behaviour and emotional wellbeing. Contains L-Tryptophan, L-Theanine, Valerian Root, and Passion Flower.
• Irritated Skin Supplement 1-a-day soft chew for dogs with itchy skin, dandruff, waxy ears, or redness. Contains omega-3 and 6 fatty acids, Vitamin E, MSM, and flaxseed oil for skin support from within.
• Anal Glands Supplement Fibre-based supplement with prebiotics, pumpkin seed fibre, psyllium husk, and apple pectin to support natural anal gland emptying.
• Joints & Mobility Supplement Cold-pressed soft chew supporting joint health with glucosamine, chondroitin, MSM, hyaluronic acid, and omega fatty acids. Designed for dogs prone to joint stiffness or ageing-related mobility issues.
• Pre/Pro Biotics Supplement Digestive health supplement combining prebiotics, probiotics (Bacillus velezensis), Kaolin toxin binders, and Inulin. Supports balanced gut microbiome and normal digestion.
• Fresh Breath Supplement Minty 1-a-day soft chew with Ascophyllum Nodosum (algae enzymes), peppermint, and hexametaphosphate for plaque control, tartar prevention, and natural breath freshening.
• Senior Care Supplement Cognitive support supplement for ageing dogs containing Ginkgo Biloba, L-Glutathione, algae oil (DHA), Taurine, and L-Carnitine. Supports brain function, mobility, and overall wellness in senior dogs.
• Bladder Care Supplement Urinary tract health supplement with cranberry juice, marshmallow root, D-Mannose, and chia seed powder. Supports normal bladder function and urinary tract comfort.
• 5-in-1 Multivitamin Powder Daily multivitamin powder supporting immunity, digestion, joints, skin and coat, and overall vitality. Contains postbiotics, prebiotics, glucosamine, omega-3 algae, vitamins, and minerals.
• Dental Sticks Dual-texture dental chews featuring PlaqBlast technology with snowflake design to scrape plaque and tartar. Sticky core coats teeth for ongoing anti-plaque activity.
• Coco Soothe Shampoo Vet-formulated shampoo for dogs with sensitive, allergic skin. Allergy-friendly, moisturising, and calming formulation for sensitive skin conditions.
• Dog Calming Diffuser Calming diffuser and refills providing natural relief for dog stress and anxiety. Creates a safe space environment for dogs during stressful situations.
• Vet Consultation Service Free veterinary consultations with Omni's team of qualified vets. Provides professional advice on dog nutrition, health concerns, and product recommendations. Unlimited consultations included with subscription.
• Dog Treats (Fruit Crumble and Peanut Brittle Snack Pockets) Vet-formulated, dual-textured treats (Fruit Crumble and Peanut Brittle Snack Pockets) designed for daily rewards, free from common allergens.

Quantifiable outcome

• 200,000+ happy customers
• +2 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered minor.

• GreensparkminorStrategic or Co-development PartnerEnvironmental partner that helps Omni offset CO2 emissions during manufacturing and transport, and supports accredited social and environmental projects.
• Battersea Dogs & Cats HomeminorOthersUK animal charity partnership where Omni donates bundles of healthy treats monthly for every customer purchase.
• Dr. Mike DaviesminorOthersSmall animal clinical nutrition specialist providing technical expertise and advisory support to Omni's product development.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Butternut Box: UK fresh-cooked dog food DTC subscription brand; closest UK peer in business model, subscription mechanics, and venture-backed DTC pet food positioning, though meat-based.
• Wild Earth: US-based plant-based dog food brand using fungal and novel proteins; direct competitor to Omni in the vegan/hypoallergenic DTC pet food category.
• v-dog: Long-running US plant-based dog food brand sold direct-to-consumer with vegan kibble and treats; competes with Omni on the same vegan nutrition thesis.
• Benevo: UK-based pioneer in vegan pet food offering dog and cat ranges; one of Omni's closest geographic and category peers in plant-based kibble and wet food.
• Ami Pet Food: Italian plant-based pet food brand distributed across Europe; comparable to Omni as a European vegan dog food specialist with retail presence.

Broad incumbents

• Lily's Kitchen: UK premium natural pet food brand now owned by Nestlé Purina; competes with Omni on natural, hypoallergenic positioning and has overlapping retail distribution Omni is targeting.
• Forthglade: UK natural wet and dry dog food brand with strong supermarket presence; relevant peer on natural/hypoallergenic positioning and a likely channel competitor once Omni enters retail.

Emerging players

• Scrumbles: UK DTC natural dog food and probiotic brand with overlapping gut-health, natural ingredient, and subscription positioning; emerging peer to Omni in the premium UK dog food segment.

Others

• Pets at Home: UK's dominant pet supplies retailer and veterinary operator; key channel and ecosystem partner for Omni's planned retail expansion and vet-led positioning.
• Zooplus: Europe's largest online pet supplies retailer; potential distribution and competitive benchmark for Omni's international e-commerce ambitions.

Market position

Weaknesses1 record

Competitive moat4 records

Key risks3 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@omni200
• Facebookfacebook.com/omnipetfood
• Instagraminstagram.com/omnipetcare_
• TikToktiktok.com/@omnipetfood
• Xx.com/omnipetfood

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds9 records

Investors18 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 Omni