Front of the Pack

What Front of the Pack does

Front of the Pack (FOTP), operating under legal entity DJP Ventures LLC, is a US-based direct-to-consumer pet supplement and nutrition company founded in 2019 and headquartered in Los Angeles (registered office in Austin, Texas). The company targets health-conscious dog owners seeking proactive, clinically validated alternatives to the reactive veterinary care model. Its product portfolio includes The One (a daily health supplement with 12 clinically proven ingredients addressing mobility, digestion, skin and coat, anxiety, immunity, and cognition), Soothe (a postbiotic-based itch and gut support supplement), and an air-dried dog food line built on natural animal proteins, fruit, and vegetables.

The company's technical differentiation rests on exclusive supplier relationships for branded, pharmaceutical-purity ingredients — including CS b-Bioactive Chondroitin (the only chondroitin tested in dogs), AjiPure Taurine with Ferment-A-Pure Technology, Curcumin Phytosome with 30x canine bioavailability, and nine other proprietary ingredient trademarks. Formulations are overseen by Chief Science Officer Dr. Jamie Peyton (DVM, DACVECC) and a Scientific Advisory Board, with clinical validation in progress at UC Davis School of Veterinary Medicine.

FOTP operates a product-led DTC growth motion: products are sold through fotp.com at $49.99 per unit, with a subscription/autoship tier offering a 20% discount and free shipping, plus a 90-day money-back guarantee. The company is venture-backed (Stride.VC, Founder Collective, Heartcore Capital) with $13.5M raised across a 2020 seed round and a 2021 Series A. Marketing is multi-channel, combining content/SEO, organic social (#feedtheirlove on Instagram, TikTok, Facebook), a dog influencer program, an Impact-based affiliate channel, and earned media coverage in Forbes, CBS, NBC, ABC, HuffPost, BuzzFeed, and the NYT. Distribution is currently US-only with no international shipping, retail, or Amazon presence.

Name

Front of the Pack

Legal name

DJP Ventures LLC

Website

https://fotp.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Front of the Pack is a US-based DTC pet nutrition company selling vet-formulated, clinically proven dog supplements (The One, Soothe) and air-dried dog food to health-conscious dog owners via a subscription e-commerce model on fotp.com.

Ownership category

akta.pro rank

Product category

Pet Supplements & Nutrition

NAICS

Dog and Cat Food Manufacturing (311111), Pet and Pet Supplies Retailers (45991)

SIC

Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Specialty & Condition-Specific Nutraceuticals (e.g., Liver, Eye, Endocrine) (HLAMALAO)

akta.pro secondary industries

Vitamins, Minerals & Multivitamin Supplements (HLAMALAF), Species-Specific Supplements (Dog/Cat/Other Companion Species) (HLAMALAN), Allergy & Anti-Inflammatory Supplements (HLAMALAL)

Keywords

• Pet supplements
• Dog supplements
• Canine nutrition
• Air-dried dog food
• Dog health products

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Direct-to-consumer sales through fotp.com website. Products sold as one-time purchases or subscription/autoship orders with 20% subscriber discount.
2. Subscription/Autoship: Recurring revenue model where customers sign up for automatic deliveries. Subscribers receive 20% discount and free shipping. Can modify delivery frequency or cancel anytime.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels8 records

Core offering

Front of the Pack manufactures and sells vet-formulated dog supplements and air-dried dog food directly to consumers through its own e-commerce site. The product lineup centers on "The One," a daily powdered health supplement with 12 clinically-proven ingredients supporting 8 health benefits (joint mobility, digestion, skin & coat, anxiety, energy, weight management, immunity, cognitive function), "Soothe" for itch and gut support with three postbiotics, and premium air-dried dog food made with natural proteins. All products leverage proprietary branded ingredients with canine-specific research backing, overseen by a Scientific Advisory Board led by Dr. Jamie Peyton.

Product overview

Front of the Pack offers a focused portfolio of vet-formulated dog supplements and air-dried dog food. The core product lineup includes 'The One', a daily health supplement with 12 clinically-proven ingredients supporting 8 core health benefits, and 'Soothe', a targeted itch and gut support supplement made from three clinically-proven postbiotics. The company also offers air-dried dog food made with natural animal proteins. All products are backed by a Scientific Advisory Board led by Dr. Jamie Peyton.

Differentiator

Problem solved

Functional benefit

Products and services

• The One Supplement Daily powdered health supplement for dogs with 12 clinically-proven branded ingredients supporting 8 core health benefits including joint mobility, digestion, skin and coat, anxiety, energy, weight management, immunity, and cognitive function. Priced at $49.99; 20% off with subscription/autoship. 4.6 stars from 520+ reviews. Results claimed visible within 4-6 weeks of daily use.
• Soothe Targeted itch and gut support supplement for dogs made from three clinically-proven postbiotics (including ADM Biopolis BPL1). Supports healthy gut microbiome, immune response, and skin health. Suitable for all dogs aged 12+ weeks. Dosage is weight-based: 1-3 scoops daily. Priced at $49.99 with 20% off via subscription; 4.8 stars from 154 reviews.
• Air-Dried Dog Food Premium air-dried dog food made with natural animal proteins (chicken, salmon, beef) mixed with real fruit and vegetables, free from preservatives and additives, containing over 70% raw protein.

Quantifiable outcome

• 1 in 4 vet visits are for skin complaints
• +5 more outcomes

Named customers5 records

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• UC DaviscoreStrategic or Co-development PartnerUniversity of California Davis veterinary research institution. Series A funds allocated for clinical trials to validate product efficacy. Partnership provides scientific credibility and research infrastructure.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Native Pet: Native Pet is a leading D2C dog supplement brand offering vet-formulated, human-grade products (e.g., Omega Oil, Joint Chews) sold primarily through its own website with a subscription model — directly comparable to FOTP on product category, customer (health-conscious dog owners), and GTM motion.
• PetHonesty: PetHonesty is a D2C pet supplement brand selling vet-formulated soft chews, dental products, and oils across dogs and cats via subscription and one-time purchase — comparable to FOTP on category, D2C-led GTM, and health-condition positioning (joint, skin, anxiety).
• The Farmer's Dog: The Farmer's Dog is a leading D2C fresh dog food brand with vet-formulated, human-grade, personalized meal plans sold on subscription — directly comparable to FOTP on the air-dried food line, premium positioning, D2C subscription model, and target customer.
• Open Farm: Open Farm is a premium pet food and treat brand emphasizing ethically sourced, traceable ingredients sold via D2C and retail — comparable to FOTP on premium ingredient transparency, vet-grade positioning, and overlap on the air-dried/raw food line.
• Spot & Tango: Spot & Tango sells D2C fresh and dry dog food (Unkibble) via subscription with vet-formulated, human-grade positioning — comparable to FOTP on subscription model, premium D2C GTM, and overlap on dry/air-dried food offerings.
• Stella & Chewy's: Stella & Chewy's produces raw and freeze-dried pet food plus supplements, sold via D2C and specialty retail — comparable to FOTP on premium, minimally-processed dog food category and the broader health-and-wellness positioning.
• JustFoodForDogs: JustFoodForDogs is a fresh, vet-formulated dog food brand with D2C, retail, and veterinary-channel distribution — comparable to FOTP on vet-formulation narrative, premium positioning, and as a potential retail/vet-channel expansion target.

Broad incumbents

• BarkBox (BARK Inc.): BARK is a larger, publicly traded pet brand spanning toys, treats, food, supplements, and the Super Chewer/Wild One product lines — comparable to FOTP on D2C subscription GTM, dog-owner target, and as a broader incumbent in the pet wellness category.
• Solid Gold Pet: Solid Gold is a long-established premium pet food and supplement brand sold in specialty retail and D2C — comparable to FOTP on holistic pet health positioning (joint, gut, skin) and as a broader incumbent in functional pet nutrition.

Others

• Chewy: Chewy is the largest US online pet retailer carrying a wide assortment of pet food, supplements, and health products — relevant to FOTP as a potential third-party retail distribution channel, ecosystem platform, and exit/strategic-partner candidate.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/fotpdotcom
• Facebookfacebook.com/fotpdotcom
• Instagraminstagram.com/frontofthepack?igshid=NTc4MTIwNjQ2YQ==
• TikToktiktok.com/@front.of.the.pack

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds2 records

Investors3 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 Front of the Pack