What Pepette does

Pepette is a French direct-to-consumer fresh pet food company founded in 2018 by Marine THERSIQUEL in Paris, producing personalized, veterinary-formulated meals for dogs and cats. The company's core product is a subscription-based meal service offering three coverage tiers (Formula 100%, 50%, and 25% of daily caloric needs), a 14-day trial box, and single-unit retail purchases through partner stores across metropolitan France. Personalization is powered by a proprietary nutritional algorithm developed by veterinary nutritionist Dr. Guillaume de Zan, which calculates individualized daily rations based on pet weight, breed, age, activity level, and neuter status. Meals are hand-prepared in a production kitchen in Le Controis-en-Sologne (Centre-Val de Loire) using low-temperature sous-vide cooking and vacuum packaging, then delivered via Chronofresh cold-chain logistics, with a stated 14-day refrigerated or 6-month frozen shelf life.

The company operates a product-led growth motion anchored on a 14-day trial box entry point with no commitment required, complemented by a community-led referral program (Parrainage) offering €10 mutual discounts, content marketing through its "This is the Wild Side" blog, and a cross-promotional partnership with HelloFresh (-50% first order). Revenue is generated primarily through recurring monthly subscription billing (starting from €1.50/day average observed price), supplemented by trial box one-time purchases and single-unit retail sales. The product line consists of six dog recipes and five cat recipes, with new formulations (Dinde Gourmande, Mijoté de Porc) added in 2024 for both species. Pepette is headquartered in Paris (10th arrondissement) with its production kitchen in Le Controis-en-Sologne, employs 11–50 people, and is backed by Ambrosia (Swiss agro-food fund, lead investor) and Go Capital following a €5.7 million Series A closed in June 2022.

Name

Pepette

Legal name

Société par Actions Simplifiée PEPETTE

Website

https://pepette.co

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Pepette is a French direct-to-consumer subscription company that delivers personalized, veterinary-formulated fresh meals for dogs and cats across metropolitan France. Its service uses a proprietary nutritional algorithm to calculate individualized rations, cooked sous-vide in Centre-Val de Loire and shipped via cold-chain logistics.

Ownership category

akta.pro rank

Product category

Fresh Pet Food Manufacturing

NAICS

Dog and Cat Food Manufacturing (311111)

SIC

Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Companion Animal Maintenance & Wellness Nutrition (HLAMAHAB)

akta.pro secondary industries

Weight Management & Metabolic Health Diets (Obesity, Diabetes) (HLAMAHAK), Pet Food Toppers, Mixers & Broths (AFADAFAN), Specialty Diet Formulation (starter/finisher, transition diets, heat-stress, high-forage, low-starch) (AFADAMAJ)

Keywords

• Fresh pet food
• Pet food subscription
• Veterinary pet nutrition
• Dog meal delivery
• Cat meal delivery

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Subscription Meal Plans: Recurring subscription revenue model with flexible, no-commitment subscriptions. Customers receive regular deliveries of personalized fresh pet food. Pricing varies by pet weight, formula type (100%, 50%, 25% coverage), and delivery frequency. Auto-renews with billing 4-6 days before delivery.
2. Trial Box: One-time purchase of 14-day trial box allowing customers to test the service before committing to subscription. Includes transition period for diet change.
3. Single Unit Sales: Individual meal portions available for purchase at partner retail locations across France, as well as one-time orders through the website

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

Pepette manufactures and delivers personalized, freshly cooked meals for dogs and cats through a direct-to-consumer subscription service. A proprietary veterinary-formulated nutritional algorithm calculates individualized daily caloric portions based on each pet's profile (weight, breed, age, activity level, neuter status). Recipes use human-grade meat and vegetables, are cooked sous-vide at low temperatures, vacuum-sealed, and distributed via cold-chain delivery (Chronofresh) across metropolitan France.

Product overview

Pepette is a French fresh pet food company offering a subscription-based meal service for dogs and cats, centered on six veterinary-formulated fresh meal recipes for dogs and five for cats. The core product is the Personalized Fresh Meal Subscription (with three coverage tiers — Formula 100%, 50%, and 25%), which uses an online nutritional algorithm to calculate individualized daily caloric needs per animal. New customers enter via a discounted 14-day Trial Box (Box d'Essai), which includes a one-week food transition. Meals are produced in Centre-Val de Loire, cooked sous-vide at low temperature, and delivered chilled via Chronofresh on a flexible, no-commitment schedule. Single-unit portions are also available through partner retail stores across France. A referral program (Parrainage) incentivizes existing customers to recruit new subscribers.

Differentiator

Problem solved

Functional benefit

Products and services

• Pepette Fresh Pet Food Subscription Service Subscription-based service delivering personalized, freshly cooked meals for dogs and cats, with three coverage tiers (Formula 100% for full daily caloric needs, Formula 50% as half-pension, Formula 25% as a complement). Meals are cooked in Centre-Val de Loire, packaged under vacuum, and delivered chilled via Chronofresh with no-commitment, flexible scheduling. Includes a 14-day trial box for new customers with a one-week diet transition period.
• Dog Fresh Meal Recipes (6 formulations) Six veterinary-formulated fresh meal recipes for dogs: Dinde Gourmande (turkey), Mijoté de Porc (pork), Poulet Hyper Digeste (hyper-digestible chicken), Poulet Gourmand (gourmet chicken), Mijoté de Boeuf (beef stew), and Poissons aux Petits Légumes (fish with vegetables). Each recipe features over 50% human-quality meat, vegetables, and rapeseed oil, with no additives, preservatives, cereals, or GMOs.
• Cat Fresh Meal Recipes (5 formulations) Five veterinary-formulated fresh meal recipes for cats: La Dinde Gourmande (turkey), Le Mijoté de Porc (pork), Délice de Poissons (fish), Le Poulet Gourmand (gourmet chicken), and Le Mijoté de Boeuf (beef stew). Each recipe features at least 75% human-quality meat or fish, with no added salt, no additives, no cereals, and no GMOs.

Quantifiable outcome

• 93.4% digestibility rate - highest on market (validated by ONIRIS study, December 2022)
• +3 more outcomes

Named customers6 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

Two partnerships are on record, tiered core and minor.

• ChronofreshcoreOthersTemperature-controlled logistics partner ensuring cold chain integrity from Pepette's kitchens to customers' homes. Provides real-time temperature monitoring, ISO 22000 certification, and flexible delivery rescheduling options.
• HelloFreshminorGTM or Marketing PartnerStrategic partnership offering Pepette customers -50% discount on their first order as a cross-promotion between the two meal subscription services.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Lyka: Australia-based fresh pet food subscription delivering personalized, vet-formulated meals for dogs. Highly comparable business model with subscription D2C, cold-chain logistics, and proprietary nutritional algorithm for personalized portions.
• Petgood: Sweden-based fresh pet food subscription offering personalized, minimally processed meals. Comparable Scandinavian-European player with similar veterinary-formulated positioning and D2C subscription model.
• Ollie: US-based fresh pet food subscription offering personalized, vet-formulated meals for dogs. Direct competitor with similar subscription model, human-grade ingredients, and personalization-driven value proposition.
• Butternut Box: UK-based fresh dog food subscription service delivering personalized, pre-portioned meals. Closest direct peer with similar D2C subscription model, veterinary-formulated recipes, and cold-chain delivery across a single European country.
• The Farmer's Dog: US market leader in fresh, personalized dog food subscriptions. Pioneered the D2C fresh pet food category with vet-formulated recipes and personalized portions—the same playbook Pepette executes in France.
• Nom Nom: US-based fresh pet food subscription (acquired by Mars Petcare in 2022). Direct peer with identical D2C fresh pet food model; now demonstrates the strategic value of such companies to incumbents—relevant exit comp for Pepette.

Broad incumbents

• Royal Canin: Global leader in breed and life-stage-specific pet nutrition owned by Mars Petcare. Massive incumbent offering personalized nutrition at scale; entering fresh formats could directly threaten Pepette's positioning.
• Hill's Pet Nutrition: Veterinary-focused premium pet food brand owned by Colgate-Palmolive. Strong in therapeutic and veterinary-channel nutrition; represents the established veterinary-credentialed incumbent that Pepette competes with on credibility.

Emerging players

• Edgard & Cooper: European premium natural pet food brand (Belgium-based) focused on natural, fresh ingredients. Comparable premium positioning but broader shelf-stable product portfolio rather than fresh subscription model.
• Tails.com: UK-based personalized dog food subscription (acquired by Nestle Purina). Comparable personalization-driven subscription model but operates with dry kibble rather than fresh format—represents the incumbent D2C personalized pet food playbook.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/pepettefood

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds3 records

Investors2 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 Pepette