Veterinary Nutrition Group

What Veterinary Nutrition Group does

Veterinary Nutrition Group (VNG) is a Sydney-based, founder-owned veterinary nutrition business operating since 2019. It combines a direct-to-consumer e-commerce storefront (vngpets.com, built on Shopify) with a veterinary referral consultancy, selling formulated pet supplements, freeze-dried treats, and personalised therapeutic diet plans to pet parents and to veterinary practices that refer complex medical cases. The company ships its own branded products to Australia, New Zealand, Singapore, and Hong Kong, with additional stockists in Taiwan; consultancy services are delivered remotely to veterinary clients worldwide.

The product portfolio is organised under three sub-brands. CompleteMe® is a registered line of concentrated powdered meal completer supplements used to balance homemade raw or cooked diets for dogs and cats, with condition-specific variants covering kidney, liver, urinary, diabetes, and food-allergy/sensitivity use cases. Hey Bird is a freeze-dried treat range made from MSC-certified, grass-fed, wild-caught, free-range, or farmed proteins (Hoki, beef, kangaroo, chicken, emu). Re:Nu is a therapeutic treat line of air-dried and freeze-dried products formulated for dogs and cats with kidney disease or food allergies. VNG also sells Standard Therapeutic Consults (AUD $380) and Novel Protein Consults (AUD $225), both delivered as personalised recipes plus veterinary reports and follow-up email support.

The business model is hybrid: low-ticket unit-priced product sales on the D2C site, mid-ticket therapeutic treat sales, and high-ticket professional services anchored by two full-time Board Certified Veterinary Nutritionists (DACVIM Nutrition). The company is bootstrapped, employs 1-10 people, and has no disclosed institutional investment. Growth is being driven by 2025 CompleteMe formulation upgrades, geographic expansion into Singapore and Hong Kong, and partnership buildout with specialty veterinary groups and sustainability organisations.

Name

Veterinary Nutrition Group

Legal name

Veterinary Nutrition Group Pty Ltd

Website

https://vngpets.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Veterinary Nutrition Group is a Sydney-based, founder-owned company that sells CompleteMe meal completer supplements, Hey Bird freeze-dried treats, and Re:Nu therapeutic treats via D2C e-commerce, and delivers personalised nutrition consultations for pets with medical conditions through two on-staff Board Certified Veterinary Nutritionists.

Ownership category

akta.pro rank

Product category

Veterinary Nutrition & Pet Supplements

NAICS

Dog and Cat Food Manufacturing (311111), Animal Food Manufacturing (3111), Veterinary Services (54194), Other Animal Food Manufacturing (311119)

SIC

Food And Kindred Products (2000), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Companion Animal Therapeutic Diets (Prescription Diets) (HLAMAHAA)

akta.pro secondary industries

Companion Animal Maintenance & Wellness Nutrition (HLAMAHAB), Functional & Veterinary Diet Pet Food (CRADAFAF), Pet Treats & Chews (AFADAFAF)

Keywords

• Veterinary nutrition consulting
• Pet meal completer supplements
• Homemade pet diets
• Therapeutic pet treats
• Veterinary referral services

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product sales: Sale of meal completer supplements (CompleteMe range), freeze-dried treats (Hey Bird), and therapeutic treats (Re:Nu) to pet owners via e-commerce storefront. Concentrated, cost-effective powdered formulas sold in pouch sizes.
2. Nutrition consultancy services: Fee-for-service personalised recipe formulation for pets with medical conditions. Standard therapeutic consult delivers two personalised recipes, a detailed veterinary report, and three hours of follow-up email support. Novel protein consult provides one personalised recipe for diet trials. Both services are priced at fixed rates in AUD.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

Veterinary Nutrition Group (VNG) is a Sydney-based veterinary nutrition consultancy that formulates and sells CompleteMe meal completer supplements, Hey Bird freeze-dried treats, and Re:Nu therapeutic treats to enable pet owners to prepare nutritionally balanced homemade diets for dogs and cats. The company is distinguished by two full-time Board Certified Veterinary Nutritionists (DACVIM Nutrition) who also deliver paid personalised nutrition consultations for pets with complex medical conditions.

Product overview

Veterinary Nutrition Group is a veterinary nutrition consultancy and pet supplement company offering a comprehensive product portfolio centered around three core brands: CompleteMe meal completer supplements (available in multiple formulations for healthy dogs, puppies, and cats with kidney disease, urinary tract disease, diabetes, and food allergies), Hey Bird freeze-dried treats (made from ethical and sustainable proteins including MSC-certified Hoki, grass-fed beef, wild-caught kangaroo, free-range chicken, and farmed emu), and Re:Nu therapeutic treats (air-dried or freeze-dried treats specifically designed for cats and dogs with kidney disease or food allergies). The company is distinguished by having two Board Certified Veterinary Nutritionists on staff who provide personalised nutrition consultancy services including standard therapeutic consultations for complex medical needs and novel protein consultations for diet trials. CompleteMe products serve as the core platform enabling pet owners to prepare balanced homemade diets by adding the supplement to their chosen ingredients.

Differentiator

Problem solved

Functional benefit

Brands

• CompleteMe®: Meal completer supplements for cats and dogs that provide essential vitamins, minerals, and amino acids to create complete and balanced homemade diets
• Hey Bird
• Re:Nu

Products and services

• CompleteMe Canine Meal completer supplement with essential vitamins, amino acids and minerals to create complete and balanced homemade diets for healthy adult dogs. Concentrated formula used with raw or cooked diets.
• CompleteMe Puppy Meal completer supplement formulated for puppies' growth and development needs.
• CompleteMe Hypo Canine Plus Meal completer supplement for dogs with food allergies or sensitivities, and musculoskeletal disease such as osteoarthritis.
• CompleteMe Renal Canine Meal completer supplement for dogs with kidney disease, formulated to support renal function.
• CompleteMe Hepatic Canine Meal completer supplement for dogs with liver disease, supporting hepatic function.
• CompleteMe Feline - Chicken & duck Meal completer supplement with essential vitamins, amino acids and minerals, with added lactic acid for reduced plaque and calculus, prebiotic larch arabinogalactan for healthy microbiome, and Australian blue mussel and collagen-rich chicken bone broth for joint support. For healthy adult cats.
• CompleteMe Feline - Beef & kangaroo Meal completer supplement with beef and kangaroo protein for healthy adult cats.
• CompleteMe Renal Feline Meal completer supplement for cats with kidney disease.
• CompleteMe Kitten Meal completer supplement formulated for kittens' growth and development needs.
• CompleteMe Hypo Feline Meal completer supplement for cats with food allergies or sensitivities.
• CompleteMe Urinary Feline Meal completer supplement for cats with urinary tract disease.
• Hey Bird Hoki Pokey MSC-certified freeze-dried Hoki fish treats for dogs and cats, made from ethical and sustainable proteins.
• Hey Bird Moo-d Booster Grass-fed and finished freeze-dried raw topside beef treats for dogs and cats.
• Hey Bird Roo-ly Good Wild-caught kangaroo freeze-dried treats for dogs and cats.
• Hey Bird Rule the Roost Free-range chicken freeze-dried treats for dogs and cats.

Quantifiable outcome

• One 200g pouch of CompleteMe Feline makes approximately 8 kg of food

Named customers5 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

Partnerships

Six partnerships are on record, tiered minor.

• Pet NurtureminorGTM or Marketing PartnerPet Nurture offers exercise, health, and wellness services for pets, behavioural services for cats, and Kitten Kindergarten classes. VNG partners with Pet Nurture to provide nutritional support for new kitten guardians.
• Guide Dogs NSW/ACTminorStrategic or Co-development PartnerVNG supports Guide Dogs NSW/ACT in ensuring their dogs receive the best nutritional advice. This partnership involves providing expert nutritional guidance for assistance dogs.
• DOG by Dr LisaminorGTM or Marketing PartnerDOG by Dr Lisa provides vet-formulated nutrition supplements including sustainable marine algae omega-3 oil and Australian-made fibre supplements. VNG recommends these supplements as part of their nutrition consultancy service.
• The Pet OncologistminorStrategic or Co-development PartnerThe Pet Oncologist provides online veterinary oncology consultancy services worldwide, led by board-certified specialists. VNG veterinary clients receive a 5% discount on The Pet Oncologist's consultation reports and in-person services. The collaboration supports integrated care for pets with cancer.
• Small Cat Advocacy and Research (SCAR)minorOthersSCAR is a Sri Lankan non-profit protecting lesser-known wild cats (fishing cat, rusty-spotted cat, jungle cat) through scientific research and community engagement. VNG is proud to support SCAR as a member of 1% for the Planet, donating at least 1% of annual sales to environmental organisations.
• Positive Change For Marine Life (PCFML)minorOthersPCFML is an Australian-based ocean conservation NGO operating in Australia, India, and the Solomon Islands with three key global programs. VNG supports PCFML as a member of 1% for the Planet.

Scale indicators2 records

Recent moves3 records

Expansion highlights5 records

Broad incumbents

• Royal Canin: Global leader in breed- and life-stage-specific pet nutrition with a major veterinary prescription diet range. Direct overlap with VNG in therapeutic formulations for renal, hepatic, and urinary conditions, though Royal Canin operates at vastly larger scale through vet-channel distribution rather than D2C.
• Hill's Pet Nutrition: Veterinary prescription diet incumbent (Prescription Diet, Science Diet) owned by Colgate-Palmolive. Competes with VNG across the same therapeutic indications (kidney, urinary, hypoallergenic) and holds deep relationships with veterinary clinics globally.
• Purina Pro Plan Veterinary Diets: Nestlé Purina's veterinary diet portfolio covering renal, gastrointestinal, and hypoallergenic formulations. Competes with VNG's CompleteMe and Re:Nu ranges in the same condition-specific therapeutic nutrition category.

Direct peers

• Just Food For Dogs: US-based fresh and homemade-style pet food brand with veterinary-formulated diets and a strong vet-referral channel. Most directly comparable to VNG in combining board-certified veterinary nutrition expertise with a homemade-diet product platform.
• Balance IT: Veterinarian-developed homemade diet supplement and recipe platform offering vitamin/mineral premixes and personalised recipe formulation. Closest direct comparable to VNG's CompleteMe meal completer supplements and therapeutic consult model.

Emerging players

• The Farmer's Dog: Leading direct-to-consumer fresh pet food brand built on human-grade ingredients and vet-formulated recipes. Comparable to VNG in its D2C motion and nutrition-led positioning, though focused on fresh meals rather than homemade-diet supplements.
• Nom Nom: D2C fresh pet food brand with veterinary nutritionist involvement and condition-specific recipes. Adjacent peer to VNG, sharing the D2C-plus-board-certified-nutritionist positioning, though US-focused.
• Smalls: Direct-to-consumer fresh cat food brand with vet-formulated recipes. Comparable to VNG's feline focus and the CompleteMe Feline and Re:Nu feline therapeutic treat ranges, though operating only in the US.
• Open Farm: Premium ethically-sourced pet food brand with strong sustainability credentials (1% for the Planet member, traceability). Comparable to VNG's Hey Bird sustainability positioning and CompleteMe ethical-sourcing narrative.

Regional players

• Lyka: Australian D2C fresh pet food brand with vet-formulated meals. Direct regional peer in the Australian market, sharing the homemade/fresh nutrition positioning though focused on prepared fresh meals rather than supplements.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/vngpets
• YouTubeyoutube.com/@vngpets
• Facebookfacebook.com/VeterinaryNutritionGroup
• LinkedInau.linkedin.com/company/vng-pets
• Instagraminstagram.com/vng_pets
• TikToktiktok.com/@vngpets

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

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 Veterinary Nutrition Group