What JOJO does

JOJO Pet Food is a Nigerian direct-to-consumer e-commerce retailer that imports and distributes premium pet food and pet care products for dogs and cats. Operating from its headquarters in Lekki Phase One, Lagos, the company sells exclusively through its Shopify-powered online storefront at jojopetfood.com, offering Nigeria-wide delivery plus same-day local pickup from its HQ. The product portfolio is organized into multiple proprietary sub-brands — JOJO PRO (super premium dry and wet food), JOJO Premium (wet food/pate), JOJO Crunchy (dry kibble), JOJO KOOL KAT (cat food), JOJO KITTY FRESH (cat litter), and JOJO Doggy Fresh (training pads) — alongside the distributed William Oakwood parasite control range, which includes medicated shampoos, topical sprays, and Fluralaner chewable flea and tick tablets effective for up to 12 weeks. Products are sourced from European suppliers in France and Holland and from the USA, with formulations emphasizing human-grade, grain-free, hypoallergenic, and single-protein recipes across puppy, adult, small breed, sensitive stomach, performance, and skin/coat variants.

The business operates on a one-time unit-pricing model with prices denominated in Nigerian Naira, ranging from approximately ₦10,000 (training pads) to ₦162,000 (premium 15kg dry food), paid through the Shopify checkout. Customer acquisition is driven entirely by organic social media presence on Twitter, Facebook, Instagram, TikTok, and YouTube, supplemented by an email newsletter subscription and the storefront itself; no paid advertising, partnership channels, or B2B contracts are disclosed. The target customer is Nigerian pet owners — primarily in Lagos — seeking premium, imported, natural nutrition for puppies, adult dogs, small breeds, and cats across all life stages, as well as owners seeking parasite control solutions.

The company is a privately held small business (11-50 employees) with no disclosed funding history, ownership structure, or financial metrics. Its core technology is the Shopify e-commerce platform; no proprietary software, AI/ML systems, or data infrastructure is evident. The value chain is import-and-resell rather than manufacturing, exposing the business to foreign exchange volatility (NGN vs. EUR/USD) and supply chain risk from European and American suppliers. Geographic scope is exclusively Nigerian, with no exports or international distribution channels identified.

Name

JOJO

Legal name

JOJO Pet Food

Website

https://jojopetfood.com

Company type

Private

Founded year

1969

Operating status

Operating

Headcount range

11–50 employees

Short description

JOJO Pet Food is a Nigerian e-commerce retailer that imports and distributes premium pet food and parasite control products for dogs and cats, serving pet owners across Nigeria through its Shopify storefront and Lagos-based local pickup.

Ownership category

akta.pro rank

Product category

Pet Food & Supplies Retail

NAICS

Pet and Pet Supplies Retailers (45991)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Pet Food & Treats Distribution (CRAOAKAA)

akta.pro secondary industries

Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick) (CRALAHAC), Functional & Veterinary Diet Pet Food (CRADAFAF)

Keywords

• Pet food retail
• Dog and cat nutrition
• Premium pet food
• Pet healthcare products
• Pet care accessories

Headquarters

HQ city

Lagos

HQ country

Nigeria

HQ region

Africa

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. E-commerce Retail Sales: JOJO Pet Food generates revenue through direct online sales of pet food and accessories via its Shopify storefront. Customers purchase products at listed prices with optional size/variant selections. The company sells both JOJO-branded products and third-party brands (William Oakwood).
2. Local Pickup: Customers can opt to pick up orders at the company's HQ in Lekki Phase One, Lagos, in approximately 2 hours. This provides an additional revenue fulfillment channel.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

JOJO Pet Food is a Nigerian direct-to-consumer retailer that imports and distributes premium, human-grade, natural and organic pet food for dogs and cats, along with pet healthcare products (parasite control, medicated shampoos, sprays) and accessories (cat litter, training pads). Products span proprietary JOJO lines (Premium, PRO, PRO Nature, Crunchy, KOOL KAT, BEL AMI, KITTY FRESH, Doggy Fresh) and distributed third-party brands (William Oakwood), with formulations sourced from France, Holland, and the USA and sold via a Shopify-powered online storefront with local pickup in Lagos.

Product overview

JOJO Pet Food is a pet food retailer offering a diversified product portfolio across dog food, cat food, and pet healthcare/supplies. The product range is organized into multiple tiers: Premium (wet food in pate/terrine formats), Crunchy (dry kibble), PRO (super premium wet and dry formulations), and PRO Nature (grain-free, hypoallergenic options). Dog food products span puppy, adult, and small breed formulations with various protein sources (chicken, beef, lamb, fish, turkey, salmon). Cat food includes wet food under KOOL KAT and PRO BEL AMI sub-brands, plus dry food options. Pet healthcare is addressed through the William Oakwood brand offering medicated shampoos, sprays, and oral flea/tick treatments. Cat care is complemented by KITTY FRESH clumping cat litter. The company operates as an e-commerce platform powered by Shopify, selling products made in France, Holland, and the USA.

Differentiator

Problem solved

Functional benefit

Brands

• JOJO PRO: Super premium pet food product line including puppy, adult, and specialty formulas
• JOJO Premium
• JOJO Crunchy
• JOJO KOOL KAT
• JOJO KITTY FRESH
• JOJO Doggy Fresh

Products and services

• JOJO Premium Puppy Wet Food (Pate) Premium wet puppy food in pate format, available in chicken, beef, lamb, and fish variants (24 x 400g cases). Human-grade formulation made in France, designed for puppies from 3-4 weeks and above.
• JOJO PRO Puppy Dry Food Super premium dry puppy food available in 1kg, 3kg, and 10kg sizes with 29% protein and 18% fat for muscle growth and immune development. Made in Holland.
• JOJO Crunchy Dry Dog Food Dry kibble dog food available for puppies (28% protein, 15% fat) and adults (24% protein, 9% fat) with omega-3 and omega-6 fatty acids for skin and coat health. Made in Holland.
• JOJO PRO Nature Puppy (Hypoallergenic) Super premium holistic puppy food with 70% single-protein (beef), 100% natural, human-grade, hypoallergenic, grain-free formula with no GMOs, preservatives, or artificial coloring. Made in France.
• JOJO PRO Nature Skin and Coat Super premium dog food with omega-3 fatty acids, minerals, and linseed oil formulated to support skin and coat health, reduce inflammation, keep skin hydrated, and promote hair growth.
• JOJO PRO Nature Sensitive Stomach Hypoallergenic, grain-free natural dog food with single-protein source designed for dogs with digestive problems and food allergies.
• JOJO PRO Nature 15kg Dry Dog Food Super premium dry dog food in 15kg size with natural, hypoallergenic, grain-free formulation; pre-orders opened February 25, 2026.
• JOJO PRO Performance Dry Dog Food Super premium dry food for active dogs with high physical and psychological demands, formulated with lecithin, flaxseed, brewer's yeast, and probiotic inulin. 15kg size with 30% protein and 20% fat.
• JOJO Premium Adult Wet Dog Food Premium wet adult dog food in chicken, beef, beef and vegetables, and liver variants (24 x 400g cases). Human-grade formulation supporting muscle, tissue repair, and immune health.
• JOJO PRO Small Breed Dry Dog Food Dry food formulated for small breeds (Lhasas, Eskimos, Shih tzus, Toy poms, Jack Russels, poodles) for all life stages, with salmon oil and inulin. 1kg resealable tub.
• JOJO PRO Small Breed Wet Mousse Super premium wet mousse food for small and medium breeds in four protein variants (turkey & salmon, chicken & sardine, tuna & sardine, wild salmon & mackerel), 12 x 200g packs. Highly palatable, 100% natural, grain-free.
• JOJO PRO Nature Wet Dog Food (Single Protein) Super premium holistic wet dog food with 70% single-protein (chicken or beef), 100% natural, human-grade, grain-free formula suitable for elimination diets in dogs with food allergies. Made in France.
• JOJO PRO BEL AMI Cat Food (Wet Mousse) Complete and balanced human-grade super premium cat food in mousse texture (spreads like butter) with 66% meat content. 100% natural, grain-free. Available in salmon and sardine variants from Brittany, France. 12 x 200g.
• JOJO KOOL KAT Wet Cat Food Premium wet cat food made with real chicken or beef (24 x 400g), grain-free, nutritionally balanced, no preservatives. Made in France for cats of all breeds including Persians and Siamese.
• JOJO Kool-kat Dry Cat Food Dry cat food packaged in airtight, tamper-proof resealable tubs. Suitable for kittens and cats.
• JOJO PRO IMMUNITY Weight Gain (Cat) Complete dry food for cats and kittens with 30% protein and 18% fat to promote muscle growth, immune system, and strong bones. Packaged in airtight resealable tubs.
• JOJO KITTY FRESH Cat Litter 100% natural clumping cat litter made from bentonite in lavender-scented and flushable (baby powder scented) variants. Available in 2.5kg, 4kg, and 8kg sizes.
• William Oakwood Fluralaner Chewable Flea & Tick Tablets Oral chewable flea and tick treatment for dogs providing up to 12 weeks of protection. Available in five weight-band sizes (Toy, Small, Medium, Large, Giant).
• William Oakwood Antiseptic & Antifungal Medicated Shampoo Medicated shampoo that relieves fungal and bacterial skin infections, used for cuts, wounds, and flea/tick allergy reactions. Made in the USA.
• William Oakwood Flea & Tick Shampoo Medicated shampoo for flea and tick treatment and prevention on dogs and horses.
• William Oakwood Antiparasitic & Antiseborrheic Medicated Shampoo Medicated shampoo combating bacterial and yeast infections, used in treatment of mange, parasitic diseases, and deep cutaneous infections. For dogs and horses only.
• William Oakwood Antiseptic & Antifungal Spray Topical antiseptic and antifungal spray for pet skin conditions.
• William Oakwood Flea & Tick Spray Contact-kill spray for fleas and ticks. For dogs and horses (not cats), protecting home and kennel. Contains pyrethrum. Made in USA.
• William Oakwood Hot Spot & Itch Relief Medicated Spray Medicated spray stimulating healing of wounds, cuts, allergies, and ringworm. For dogs, cats, and horses. 237ml.
• JOJO Doggy Fresh Training Pads Super absorbent dog training/pee pads that absorb more than 1L of urine and lock away smells, lasting one full day per pad. Available in 10-piece and 30-piece packs in 60x60 size.
• JOJO Vanilla Cookies (Pet Treats) Bone-shaped vanilla treats for dogs and cats with 8% protein, packaged in 500g units.

Quantifiable outcome

• JOJO PRO Nature Skin and Coat reduces inflammation, keeps skin hydrated, and promotes hair growth with omega-3 fatty acids, zinc, and linseed oil
• +3 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Market position

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/jojopetfood
• YouTubeyoutube.com/@jojodogs6083/featured
• Facebookfacebook.com/JOJODogs
• Instagraminstagram.com/jojopetfood
• TikToktiktok.com/jojopetfood
• LinkedInlinkedin.com/company/bowclose-limited

Revenue estimate

Valuation estimate

Number of profiles

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 JOJO