The Pets Table
The Pets Table is a U.S. direct-to-consumer and PetSmart retail subscription service delivering personalized, Board Certified Veterinary Nutritionist-formulated dog food across Fresh, Air-Dried, Mixed, and budget portion formats to individual pet owners in the contiguous United States.
- Company typePrivate
- Founded2023
- HeadquartersNew York, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What The Pets Table does
The Pets Table is a U.S. direct-to-consumer subscription service that delivers personalized, vet-developed dog food to individual pet owners across the contiguous United States (excluding Alaska, Hawaii, Puerto Rico, and other U.S. territories). Operated by Pet Nutrition Delivery, Inc., a Delaware-incorporated subsidiary of HelloFresh headquartered at 28 Liberty Street, Floor 10, New York, the company was launched in 2023 by a team with over 15 years of collective HelloFresh experience, applying the parent's supplier relationships, operational infrastructure, and customer-acquisition expertise to the pet nutrition category. Its core technology is a quiz-based personalization engine that captures each dog's age, breed, weight, and dietary restrictions to generate a customized meal plan, with recipes reviewed and certified by an on-staff Board Certified Veterinary Nutritionist and prepared to meet or exceed AAFCO standards for all life stages.
The product portfolio spans four subscription formats: Fresh (human-grade frozen meals such as Beef Stew and Chicken Casserole, flash-frozen for nutrient preservation), Air-Dried (shelf-stable food baked at low temperature, priced approximately 40% below Fresh), Mixed (a 50/50 calorie split of Fresh and Air-Dried, marketed as the most popular plan), and Fresh 50% Portions (a budget-friendly half-calorie Fresh option intended to be mixed with existing food). Plans start at approximately $3.22 per day with a 50%-off first-box promotional offer and a 100% money-back guarantee on a two-week risk-free trial. Distribution runs through two channels: (1) auto-renewal direct-to-consumer subscription delivery at intervals of 1–8 weeks, and (2) brick-and-mortar retail at PetSmart stores following an October 2025 launch of the Air-Dried line, representing the company's first major expansion outside its DTC subscription model.
The company sells exclusively to individual pet owners (no enterprise or B2B customers are disclosed), targeting dog owners seeking higher-quality, human-grade alternatives to commercial kibble who are willing to pay for customized, nutritionist-formulated meals. Revenue is generated through recurring subscription billing on a pay-as-you-go cadence plus retail sell-through, with marketing concentrated on the company's own website, email capture, Facebook and Instagram presence, comparison/affiliate sites, and earned media coverage in outlets such as USA Today. As of the latest data, headcount is reported at 1–10 employees, the company is venture-backed in part by Evolution VC Partners, and no operating revenue, ARR, or subscriber-count figures have been disclosed.
The Pets Table firmographics
Firmographics- Name
- The Pets Table
- Legal name
- Pet Nutrition Delivery, Inc.
- Website
- https://thepetstable.com
- Company type
- Private
- Founded year
- 2023
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- The Pets Table is a U.S. direct-to-consumer and PetSmart retail subscription service delivering personalized, Board Certified Veterinary Nutritionist-formulated dog food across Fresh, Air-Dried, Mixed, and budget portion formats to individual pet owners in the contiguous United States.
- Ownership category
- akta.pro rank
The Pets Table industry classification
Industry- Product category
- Pet Food Subscription / Personalized Dog Nutrition
- NAICS
- Dog and Cat Food Manufacturing (311111), Animal Food Manufacturing (3111), Pet and Pet Supplies Retailers (45991)
- SIC
- Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)
- akta.pro primary industry
- Functional & Veterinary Diet Pet Food (CRADAFAF)
- akta.pro secondary industries
- Veterinary & Therapeutic Pet Diets (Prescription) (AFADAFAH), Companion Animal Maintenance & Wellness Nutrition (HLAMAHAB)
Keywords
Where The Pets Table is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
The Pets Table business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D
Revenue model
- Subscription Box Revenue: Automatic recurring subscription service with subscription periods ranging from one to eight week intervals. Initial promotional offer of 50% off first box, followed by standard recurring charges. Plans include Fresh, Air-Dried, Mixed, and Fresh 50% Portions options.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Pay-as-you-go | Starting price point at approximately $3.22 per day |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels5 records
The Pets Table product offering
Product offeringCore offering
The Pets Table is a personalized dog food subscription service that delivers vet-formulated Fresh, Air-Dried, Mixed, and Fresh 50% Portions meal plans to pet owners across the contiguous United States. Each plan is generated through an intake quiz capturing the dog's age, breed, weight, and dietary needs, and every recipe is reviewed by an on-staff Board Certified Veterinary Nutritionist to meet AAFCO complete-and-balanced standards. The service ships human-grade fresh (flash-frozen) and air-dried meals on recurring 1–8 week intervals with a 50% off 2-week risk-free trial.
Product overview
The Pets Table is a personalized dog food subscription service offering four distinct meal plans: Fresh (human-grade frozen meals), Air-Dried (shelf-stable premium food), Mixed (50/50 combination of Fresh and Air-Dried), and Fresh 50% Portions (budget option providing half daily calories). All recipes are developed with Board Certified Veterinary Nutritionist® and reviewed for AAFCO compliance. The service operates on a subscription model delivering to homes, with recent expansion into retail (PetSmart) for air-dried products. Plans start at approximately $3.22 per day with a 50% off first-box promotional offer and 100% money-back guarantee on 2-week trial boxes.
Differentiator
Problem solved
Functional benefit
Products and services
- Fresh Plan Human-grade fresh dog food delivered frozen, formulated by a Board Certified Veterinary Nutritionist, with no preservatives or fillers. Recipes include Beef Stew with carrots, Chicken Casserole with Green Beans, and Turkey Casserole with Broccoli. Designed for picky eaters and dogs needing higher-protein, complete-and-balanced nutrition. Sold as a recurring subscription with 1–8 week delivery intervals, available across the contiguous United States.
- Air-Dried Plan Shelf-stable premium dog food baked at low temperature to retain nutrients without fillers, presented as an affordable alternative to Fresh recipes (approximately 40% less expensive). Includes varieties such as Beef and Berries and Chicken and Sweet Potato and can be used as training treats. Available via subscription on thepetstable.com and through PetSmart retail stores across the United States.
- Mixed Plan The company's most popular subscription plan, combining a 50/50 calorie split across Fresh and Air-Dried meals. Offers the variety of Fresh recipes with the convenience and lower price of a shelf-stable Air-Dried premium food, priced more affordably than Fresh-only plans. Sold as a recurring subscription with 1–8 week delivery intervals.
- Fresh Plan 50% Portions Budget-friendly version of the Fresh plan providing 50% of a dog's daily calories from Fresh meals, designed to be mixed with the pet's existing food. Lets pet owners deliver Fresh health benefits while staying within budget constraints. Sold as a recurring subscription with 1–8 week delivery intervals across the contiguous United States.
Quantifiable outcome
- Higher crude protein content averaging 12% for Fresh recipes vs 9% for other Fresh competitors
- +1 more outcomes
Companies that use The Pets Table
Customer profileNamed customers9 records
Segments1 record
Ideal customer profiles1 record
The Pets Table technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
The Pets Table partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered minor and flagship.
- FreshpetminorFreshpet was mentioned alongside The Pets Table in a round-up of recent pet retail partnerships globally, suggesting competitive positioning rather than a direct partnership.
- Fera PetsminorFera Pets was mentioned alongside The Pets Table in a round-up of recent pet retail partnerships globally.
- Heads Up for TailsminorHeads Up for Tails was mentioned alongside The Pets Table in a round-up of recent pet retail partnerships globally.
- HOUNDminorHOUND was mentioned alongside The Pets Table in a round-up of recent pet retail partnerships globally.
- PetSmartflagshipThe Pets Table launched air-dried premium dog food at PetSmart stores in October 2025. This retail partnership marked a significant expansion beyond the subscription-only model, making The Pets Table products available in physical PetSmart retail locations.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
The Pets Table competitors and assessment
Company assessmentDirect peers
- Ollie: Ollie is a direct-to-consumer personalized fresh dog food subscription service with comparable quiz-driven personalization, vet-formulated recipes, and home delivery. It is one of The Pets Table's most cited comparison peers on subscription review sites.
- Open Farm: Open Farm is a premium pet food brand offering human-grade, ethically sourced dog food across fresh, kibble, and treat formats via D2C and retail. It is comparable to The Pets Table on premium positioning, ingredient transparency, and recent retail expansion into major pet retailers.
- Just Food For Dogs: Just Food For Dogs sells veterinarian-developed fresh dog food via D2C, retail, and veterinary clinic channels. Comparable to The Pets Table on vet-formulated fresh meals and complementary retail-distribution strategy.
- Nom Nom (now part of Mars Petcare): Nom Nom is a personalized fresh pet food subscription acquired by Mars Petcare, using the same D2C quiz-and-ship model with vet-formulated meals. Direct overlap with The Pets Table's positioning and target customers.
- Spot & Tango: Spot & Tango offers personalized fresh dog food via subscription D2C, including fresh, dry, and mixed meal plans, mirroring The Pets Table's multi-format offering. Operates in the same premium ingredient, vet-reviewed positioning.
- The Farmer's Dog: The Farmer's Dog is a direct-to-consumer personalized fresh dog food subscription service, the category-defining competitor to The Pets Table. Both offer vet-formulated, human-grade fresh meals driven by online intake questionnaires and home delivery subscriptions.
Broad incumbents
- Freshpet: Freshpet manufactures and sells refrigerated fresh dog and cat food primarily through grocery and mass retail. Comparable as a broader incumbent bringing fresh, refrigerated pet nutrition to the same premium-conscious consumer TPT targets with its Fresh line.
- Blue Buffalo (Mars Petcare): Blue Buffalo is a mass-market premium pet food brand owned by Mars Petcare, distributed broadly through mass and pet retail. Comparable as a large incumbent whose premium natural positioning overlaps with The Pets Table's value proposition in pet specialty shelves.
- Chewy: Chewy is the largest online pet retailer in the US with subscription and pharmacy services. Comparable as an omni-channel pet platform that competes for the same Dog Owner customer segment that The Pets Table targets, including via its own private-label and partner fresh brands.
- Hill's Pet Nutrition: Hill's Pet Nutrition is a Colgate-Palmolive subsidiary producing science-based therapeutic and maintenance pet diets. Comparable as a broad incumbent with veterinary nutritionist-formulated recipes and deep retail/vet-channel presence that The Pets Table aspires to compete with.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat5 records
Key highlights6 records
Customer concentration
The Pets Table social profiles
Digital presenceThe Pets Table compliance and trust
Trust signalCompliance2 records
The Pets Table financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Pets Table leadership team
Management profileNumber of profiles
Profiles4 records
The Pets Table funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Pets Table M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Pets Table
What does The Pets Table do?
The Pets Table is a personalized dog food subscription service that delivers vet-formulated Fresh, Air-Dried, Mixed, and Fresh 50% Portions meal plans to pet owners across the contiguous United States. Each plan is generated through an intake quiz capturing the dog's age, breed, weight, and dietary needs, and every recipe is reviewed by an on-staff Board Certified Veterinary Nutritionist to meet AAFCO complete-and-balanced standards. The service ships human-grade fresh (flash-frozen) and air-dried meals on recurring 1–8 week intervals with a 50% off 2-week risk-free trial.
Is The Pets Table a public or private company?
The Pets Table is a private company. It is classified as corporate owned and is currently operating.
When was The Pets Table founded?
The Pets Table was founded in 2023. It employs 1 to 10 people.
Where is The Pets Table based?
The Pets Table is headquartered in New York, United States, in the North America region.
How does The Pets Table make money?
One revenue line is on record: subscription Box Revenue.
Who are The Pets Table's main competitors?
Direct peers on record are Ollie, Open Farm, Just Food For Dogs, Nom Nom (now part of Mars Petcare), Spot & Tango and The Farmer's Dog. Broad incumbents are Freshpet, Blue Buffalo (Mars Petcare), Chewy and Hill's Pet Nutrition.
Does The Pets Table have an API?
No public API is recorded for The Pets Table.
What industry is The Pets Table in?
The Pets Table's product category is Pet Food Subscription / Personalized Dog Nutrition. Its primary akta.pro industry code is CRADAFAF, Functional & Veterinary Diet Pet Food, with a secondary code of AFADAFAH, Veterinary & Therapeutic Pet Diets (Prescription). Its NAICS code is 311111 and its SIC code is 2030.