What Feeling does

Feeling (operating as Feeling Pet) is an Italian direct-to-consumer pet food company founded in 2011 in Veggiano (Padova province) by a founder with a decade of prior experience in door-to-door pet food sales. The company sells its own FEELING-branded premium dry and wet pet foods — most notably a Grain Free Sensitive line with monoproteic recipes (salmon, beef, pork, chicken) targeted at hypersensitive adult dogs and puppies — alongside a catalog of third-party brands including Prolife (cat and dog food, veterinary diets), FORZA10 Actiwet (Icelandic-ingredient veterinary wet food), Whimzees, KONG, and grooming/hygiene accessories. Products are priced on a per-unit/pay-as-you-go basis, with main pet food SKUs at €18.50–€23.00 per 3–12 kg bag and accessories ranging from €1.80 (dental bones) to higher-end items; the storefront also carries an unrelated KS Kimono women's clothing line at €300–€400 per garment.

The business model combines an e-commerce storefront on feelingpet.it (built on Wix) with a distributed field-sales network of independent home-based nutritional consultants (consulenti a domicilio) who sell and deliver product directly to customers' homes throughout Italy, receiving training, branded kits, and ongoing support in exchange for sales commissions. Customers are Italian pet owners — primarily households seeking premium or sensitivity-specific nutrition — with the company claiming to serve "thousands of families." Marketing is conducted through an educational blog, Facebook, Instagram, and the consultant referral network. The firm is privately held by its founder with a registered share capital of €20,000 i.v., operates with 1–10 employees (key team: Federico as founder/administrator, Marco as nutritional consultant with 30 years' experience, Silvia as store/administration manager, and Andrea as home consultant), and has no disclosed external funding, patents, awards, or AI/ML capabilities.

Name

Feeling

Legal name

Feeling Pet

Website

https://feelingpet.it

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

Feeling Pet is an Italian micro-retailer (founded 2011, 1–10 employees) that sells its own FEELING-brand Grain Free pet food and resells third-party brands like Prolife and FORZA10 to Italian pet owners through an e-commerce site and a network of independent home-based nutritional consultants.

Ownership category

akta.pro rank

Product category

Pet Food & Supplies

NAICS

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

SIC

Retail-Food Stores (5400)

akta.pro primary industry

Pet Food & Treats Retail (CRALAHAB)

akta.pro secondary industries

Natural/Organic & Limited-Ingredient Diets (CRADAFAH), Pet Supplies Omnichannel (CRAFAEAJ), Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick) (CRALAHAC)

Keywords

• Pet food retail
• Dog nutrition products
• Cat food supplies
• Grain free pet food
• Pet care accessories

Headquarters

HQ city

Veggiano

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Pet Food Sales: Sale of proprietary FEELING brand pet food products including dry and wet food for dogs and cats, with premium Grain Free and Sensitive lines.
2. Third-Party Pet Food Resale: Resale of third-party premium pet food brands including Prolife, Forza10 Actiwet, and other specialized veterinary diets for cats and dogs.
3. Pet Accessories and Supplies: Sale of pet accessories including dental snacks, grooming kits, hygiene products, carriers, and wellness products.
4. Home Consultant Network: Revenue generated through independent consultants who sell FEELING products directly to pet owners at home, with consultants earning commissions on sales.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Feeling Pet sells its own-brand FEELING Grain Free monoproteic pet food for dogs and cats, resells third-party premium brands such as Prolife and Forza10, and offers pet snacks, grooming, and hygiene accessories. Distribution occurs through the feelingpet.it e-commerce site and a network of independent home nutritional consultants who deliver products and advice directly to Italian pet owners.

Product overview

Feeling Pet is an Italian pet food company founded in 2011 that operates as both a direct-to-consumer e-commerce platform and a door-to-door nutritional consulting franchise. The core offering consists of Feeling-branded grain-free pet foods (crocchette/dry food for dogs and cats), supplemented by third-party premium brands including Prolife and FORZA10 for both dry and wet cat food, and various pet care accessories. The company also maintains a separate clothing line (KS Kimono) as an additional product category. Products are sold through a network of home-based consultants and via the online store.

Differentiator

Problem solved

Functional benefit

Products and services

• FEELING Grain Free Sensitive Crocchette (Salmon, Beef, Pork) Premium grain-free monoproteic dry dog food using single protein sources (salmon, beef, pork) and potatoes, formulated for hypersensitive adult dogs. Available in 3kg and 12kg bags.
• FEELING Crocchette per Cani Adulti al Salmone Standard dry dog food with salmon, corn, rice, and potatoes, formulated for adult dogs.
• FEELING Puppy Grain Free Sensitive al Pollo Grain-free puppy formula with chicken, potatoes, and tapioca, designed for hypersensitive puppies aged 1-16 months with balanced calcium-phosphorus ratios.
• Prolife Cat Food (Dry) Premium dry cat food including adult, indoor, sterilized/sensitive, and veterinary diet formulas for urinary, renal, obesity, and gastrointestinal conditions.
• Prolife Cat Food (Wet) Wet cat food including monoproteic formulas and veterinary diet options for sensitive, sterilized, and health-specific nutritional needs.
• FORZA10 Actiwet Veterinary Wet Diets Veterinary wet diet foods using Icelandic ingredients with microcapsule technology, including weight control, hypoallergenic, intestinal, and dermo formulas.
• Dog Snacks and Treats Range of dog snacks including dental chews, bones, sticks, biscuits, and treats from brands such as Whimzees, Woolf, Gloria, and KONG.
• Cat Care and Hygiene Products Cat care and hygiene products including cat litters (silica, bentonite, clumping), grooming tools (FURminator), dental gel, and neem oil shampoo.
• Dog Care and Hygiene Products Dog care products including Urban Dog grooming kits for short and long hair, hygiene products, and sanitizing solutions.
• KS Kimono Women's Clothing Line Bespoke women's kimono garments in ecopelle and silk, including silver ecopelle (€350), padded with silk belt (€400), and gold-blue fantasy designs (€300).

Quantifiable outcome

• Thousands of families served across Italy

Named customers1 record

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

Partnerships

One partnership is on record.

• Prolife (pet food brand)minorOthersFeeling Pet resells Prolife branded pet food products including cat food lines (adult, sensitive, indoor, sterilized) and veterinary diet products. Prolife is an Italian pet food brand offering premium nutrition.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Zooplus: Europe's leading online-only pet supplies retailer, operating an Italian storefront with a wide assortment of pet food and accessories. Comparable as a pure-play e-commerce pet retailer competing with Feeling's online channel in the Italian market.
• Arcaplanet: Italy's largest specialty pet retail chain, operating physical stores and a robust e-commerce platform selling pet food, accessories, and health products for dogs and cats. Directly comparable as a multi-channel Italian pet food and supplies retailer competing for the same household customer.
• Bauzaar: Italian online pet supplies retailer offering a curated assortment of premium pet food and accessories with home delivery. Closely comparable as a digital-first Italian pet retailer competing in the same online channel as Feeling's e-commerce site.
• Maxi Zoo Italia: Italian arm of the Fressnapf-owned pet retail chain, with physical stores and online sales of pet food, snacks, and accessories. Comparable as a large-scale omnichannel pet supplies retailer serving Italian households.

Broad incumbents

• Purina (Nestlé): Global mass and premium pet food manufacturer with a deep Italian retail and veterinary footprint, including specialized and functional diets. Comparable as the dominant incumbent whose product breadth and marketing spend constrain niche players like Feeling.
• Farmina Pet Foods: Italian premium pet food manufacturer with a strong grain-free and natural-positioned product line, sold globally through specialty and veterinary channels. Comparable as a larger, established Italian player in the same premium / natural pet food category Feeling targets.
• Royal Canin (Mars Petcare): Global premium pet food brand with a strong breed- and health-specific positioning, widely distributed through veterinary channels in Italy. Comparable as a much larger incumbent in the same premium, life-stage- and health-targeted pet nutrition category.
• Forza10: Italian premium and veterinary diet pet food brand, including Actiwet wet lines that Feeling actively resells. Comparable as a larger Italian supplier/competitor in the functional and veterinary diet category Feeling also serves.
• Monge: Established Italian pet food manufacturer with broad dry, wet, and treat lines distributed through grocery and specialty channels across Italy. Comparable as a larger domestic incumbent competing for the same Italian pet food wallet.
• Prolife: Italian pet food brand offering adult, sensitive, sterilized, and veterinary diet lines for cats and dogs. Comparable as both a current supplier to Feeling and a competitor in the premium Italian pet food shelf.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/feelingpetpadova

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 Feeling