Harim Petfood

What Harim Petfood does

Harim Petfood (하림펫푸드) is a South Korea-based direct-to-consumer pet food company and a subsidiary of Harim Co., Ltd. (주식회사 하림), a diversified food and agribusiness conglomerate. Founded in 2017 and headquartered at the Jeonggok Agricultural Industrial Complex in Gongju, Chungcheongnam-do, the company operates an online storefront (harimpetfood.com) selling premium dog and cat food, treats, and supplements to Korean pet owners. Its product portfolio is organized into multiple sub-brands — 가장맛있는시간30일 (fresh, same-day-produced, 30-day shelf life), 더리얼 (grain-free, oven-baked, freeze-dried), 밥이보약 (functional foods targeting specific health conditions), 더리얼로우 (low-fat/weight management), and 더베터 (health-functional) — alongside a Happy Dance Studio facility-tour experience program.

The business is built on a same-day production and same-day shipping model designed to deliver fresher product than typical long-shelf-life kibble, supported by 100% Human Grade ingredient positioning and oven-baked/freeze-dried processing methods. The e-commerce platform runs on Cafe24 with integrations to multiple Korean payment processors (KakaoPay, Payco, Samsung Pay, Toss, Allat, Mobilian), Niblesky for CRM analytics and onsite personalization, Channel Corporation for KakaoTalk-based customer support, and CJ Korea Express for domestic last-mile delivery. The company offers a regular delivery subscription service (정기배송) with up to a 10% discount and an express same-day shipping option.

Revenue mechanics are primarily one-time e-commerce purchases supplemented by the recurring subscription tier, with prices ranging from 3,000 KRW to 360,000 KRW across SKUs and free shipping above 30,000 KRW. The company markets through Instagram, Naver Blog, and the Naver Booking tour program, and claims worldwide shipping availability to over 100 countries, although operating evidence shows Korea as the primary market. No external venture or growth-equity funding is recorded in the source data, indicating the business is funded internally by its parent conglomerate.

Name

Harim Petfood

Legal name

주식회사 하림펫푸드

Website

https://harimpetfood.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

51–100 employees

Short description

Harim Petfood is a South Korean direct-to-consumer online retailer of premium fresh, oven-baked, and freeze-dried dog and cat food, operating as a subsidiary of the Harim food conglomerate. It sells multi-brand functional pet nutrition, a subscription delivery service, and a manufacturing-facility tour experience to Korean pet owners.

Ownership category

akta.pro rank

Product category

Pet Food

NAICS

Dog and Cat Food Manufacturing (311111), Pet and Pet Supplies Retailers (459910), Animal Food Manufacturing (31111)

SIC

Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030), Bakery Products (2050), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Functional & Veterinary Diet Pet Food (CRADAFAF)

akta.pro secondary industries

Fresh & Refrigerated Pet Food (CRADAFAC), Dry Pet Food (Kibble) (AFADAFAA), Freeze-Dried & Dehydrated Pet Food (AFADAFAD), Wet/Canned & Pouch Food (Dog & Cat) (CRADAFAB), Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick) (CRALAHAC)

Keywords

• Premium pet food
• Dog and cat food
• Pet nutrition supplements
• Pet food subscription
• Human grade pet food

Headquarters

HQ city

Gongju

HQ country

South Korea

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. E-commerce Product Sales: Direct online sales of premium pet food and treats through company website, featuring subscription-based regular delivery with escalating discounts (7-10%)
2. One-time Product Purchases: Individual product purchases ranging from 3,000 KRW to 360,000 KRW, including dog and cat food, treats, and health supplements

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Harim Petfood manufactures and sells premium, 100% human-grade pet food for dogs and cats through its own direct-to-consumer e-commerce website. The product portfolio includes oven-baked and freeze-dried kibble, functional health-targeted formulas, treats, wet food, and nutritional supplements under multiple sub-brands. The company also offers a subscription regular-delivery service with up to 10% discount and an express same-day shipping option.

Product overview

Harim Petfood is a Korean pet food company offering a multi-brand portfolio of functional pet foods and supplements. The core brands include: 가장맛있는시간30일 (30-day freshness, same-day production/delivery), 더리얼 (premium grain-free/oven-baked/dehydrofrozen options), 밥이보약 (health-functional foods targeting specific concerns), and 더베터. Product lines span dry kibble (grain-free crunch, oven-baked), freeze-dried, wet food, treats (mousse, jerky, dental chews), and nutritional supplements. The company emphasizes human-grade ingredients and same-day production, offering both regular and express delivery subscription services. The 밥이보약 brand addresses specific health needs including coat/skin, joints, immunity, digestion, weight, senior care, and stress for both dogs and cats.

Differentiator

Problem solved

Functional benefit

Brands

• 가장맛있는시간30일: Premium pet food brand featuring same-day production and delivery with 30-day shelf life
• 더리얼
• 밥이보약
• 더리얼로우
• 더베터
• 해피댄스 스튜디오

Products and services

• 가장맛있는시간30일 (Most Delicious Time 30 Days) Fresh pet food brand with same-day production and delivery, featuring grain-free oven-baked and crunch formulas in chicken, beef, salmon, pork, and lamb varieties for puppies, adults, and seniors. Targeted at Korean pet owners seeking fresh, human-grade nutrition for dogs and cats.
• 더리얼 (The Real) Premium pet food brand offering grain-free crunch and oven-baked options, freeze-dried products, and low-fat formulas for dogs and cats. Includes fresh raw-style (화식) meal plans and trial packs.
• 밥이보약 (Rice is Medicine) Functional pet food brand with formulas targeting specific health concerns: coat/skin, joint health, immunity, digestive health, eye health, weight management, senior care, growth, and stress relief for dogs and cats.
• 밥이보약 하루양갱 (Daily Supplement) Daily nutritional supplement balls (하루양갱) under the 밥이보약 brand, packaged in 56g, 28-piece packs for dogs and cats, targeting coat/skin, joints, immunity, digestive health, and urinary care (cats).
• 건강무스 (Health Mousse) Functional wet food mousse supplement (40g) for cats under the 밥이보약 brand, targeting hairball care, stress relief, and weight management.
• 건강볼/건강육포 (Health Ball/Jerky) Functional treats in ball and jerky formats under the 밥이보약 brand, targeting joints, skin, and immunity for dogs, sold as 38g 3-type sets.
• 덴탈플러스 건강츄 (Dental Plus Health Chew) Functional dental chew treats (12g, 10-piece packs) under the 밥이보약 brand, targeting joint, immunity, and digestive health.
• 더리얼로우 (The Real Low) Low-fat pet food brand for weight management, offered in chicken (닭고기 어덜트) and duck (오리 어덜트) variants for adult dogs and cats, priced around 48,000-51,000 KRW.
• 정기배송 (Regular Delivery Subscription) Subscription regular-delivery service allowing pet owners to schedule recurring monthly deliveries of pet food and supplies, with up to 10% discount on recurring payments (1,650 KRW max per order).
• 빠른배송 (Express Same-Day Delivery) Same-day shipping service for orders placed before 8 PM, enabling rapid delivery of fresh pet food products on the day of order.
• 해피댄스 스튜디오 (Happy Dance Studio Tour) Pet-friendly studio tour and brand experience program at the Gongju manufacturing facility, allowing pet owners to visit the production site with their dogs via Naver Booking.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Three partnerships are on record, tiered core.

• CJ Korea Express (CJ대한통운)coreChannel Partner/ Reseller/ DistributorLogistics partnership for domestic delivery services in South Korea. Handles recipient information (address, mobile phone number, name) for order fulfillment.
• KakaoPay, Payco, Samsung Pay, Toss, Allat, MobiliancoreTechnology or IntegrationPayment processing partners handling payment amounts, card information, personal information, and KakaoTalk notification services.
• Cafe24coreTechnology or IntegrationE-commerce platform provider for website operations, board systems, mileage systems, maintenance, DM sending, and KakaoTalk message services.

Scale indicators1 record

Recent moves2 records

Expansion highlights4 records

Direct peers

• Ollie: US D2C fresh pet food brand with subscription model, customized portions, and human-grade ingredients. Directly comparable on subscription + fresh-premium positioning.
• Wellness Pet Company: Premium natural pet food brand offering dry, wet, and treat SKUs with grain-free and functional lines. Comparable product breadth and natural/functional positioning.
• JustFoodForDogs: Fresh, human-grade dog food with veterinary formulated recipes, sold via D2C and own retail kitchens. Comparable on functional/vet-formulated positioning and freshness model.
• The Farmer's Dog: US-based D2C fresh, human-grade dog food brand with subscription model and vet-formulated recipes. Closest direct comparable to Harim Petfood's same-day production freshness positioning and subscription GTM.
• Stella & Chewy's: Premium raw and freeze-dried pet food brand emphasizing natural, minimally processed nutrition. Closely aligned with Harim Petfood's 더리얼 freeze-dried line and human-grade positioning.

Broad incumbents

• Blue Buffalo: Premium natural pet food brand (General Mills) with functional lines (Life Protection, Wilderness, True Solutions). Comparable on natural + functional + treat portfolio breadth.
• Royal Canin: Global premium pet food brand (Mars) specializing in breed- and health-specific formulations. Comparable on functional/therapeutic SKUs (밥이보약) and veterinary endorsement.
• Hill's Pet Nutrition: Science-led pet nutrition brand (Colgate-Palmolive) with strong veterinary and therapeutic diet presence. Directly comparable on functional/health-targeted positioning and veterinary channel relationships.
• Acana: Premium pet food brand (Champion Petfoods) emphasizing fresh regional ingredients with broad portfolio. Comparable on premium natural positioning in the Korean imported pet food market.
• Orijen: Globally distributed premium pet food (Champion Petfoods) emphasizing fresh regional ingredients and biologically appropriate formulas. Competes head-to-head in premium natural category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/harimpetfood
• Instagraminstagram.com/harimpetfood
• LinkedInlinkedin.com/company/harim-petfood

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Harim Petfood