Foodtech startup Omni Pet raises £11m led by IW Capital with Redrice Ventures
This article covers Omni Pet, a veterinary-grade foodtech startup, which has raised £11m in a growth funding round led by IW Capital. The development is intended to accelerate online customer acquisition, expand into retail and launch new vet-backed nutrition products, supporting pet owners and targeting the UK pet health market.
Omni Pet, a veterinary-grade foodtech startup, has raised £11m in a growth funding round led by IW Capital to accelerate online customer acquisition, expand into retail and launch new proprietary products — including a drug-free, “Ozempic-style” weight loss supplement for dogs. The raise matters because it backs a company trying to translate clinical veterinary expertise into consumer-facing nutrition and subscription services at a time when pet health is a growing market.
Why it matters
Pet owners in the UK are facing rising rates of obesity and chronic conditions in their animals, and manufacturers that can provide clinically informed, allergy-aware nutrition are attracting attention. Omni Pet’s funding signals investor appetite for products that combine veterinary input, subscription economics and data-led retention rather than commodity pet food. For startups and retailers tracking the pet health shift, the round underlines a move from calorie-led brands toward targeted, therapeutic nutrition.
Inside the product
Omni Pet makes calorie-controlled foods, treats and supplements aimed at common triggers for gut and skin issues in dogs. The company replaces traditional animal proteins such as beef, chicken and dairy — frequent allergens — with alternatives including yeast, algae and pulse-based proteins, and presents those in fat-moderated recipes. Customers also get round-the-clock access to vets as part of the offering.
New products planned with this funding include an entirely drug-free weight-loss supplement for dogs, described in the announcement as “Ozempic-style” in effect rather than composition. The company reports a 90% customer retention rate and says it is double ranked in Amazon’s top 10 Best Sellers for pet wellness.
Who are the investors?
The round was led by IW Capital with participation from Redrice Ventures, Rootbridge Capital, Digitalis Ventures, Lever VC, Ani.VC, Ami Capital and the VEA syndicate.
IW Capital, founded in 2011, has invested more than £188m to date into companies such as Strolll, Lucida Medical, Magic AI and Navigator and is continuing to back the pet wellness category. The participating investors include venture backers that have previously funded consumer health, data-driven subscription and product-led businesses.
In the announcement, Alex Petri, Investment Director at IW Capital, said:
Pet health is becoming an increasingly important issue, with more dogs struggling with obesity, allergies and other chronic health conditions. What impressed me about Omni from the beginning was its commitment to combining science and innovation without compromising on sustainability or ethics to tackle these problems properly. The team have continued to execute exceptionally well, building a fast-growing brand with real purpose behind it. That progress is exactly why I chose to double down and reinvest.
In the announcement, Deborah Meaden, Investor, said:
Great businesses solve real problems at scale. Omni is doing exactly that in one of the fastest-evolving consumer categories, combining clinical credibility, exceptional execution and products that pet owners genuinely love.
If you're researching potential backers in this space:
- Explore our list of foodtech venture capital firms in the UK
- Browse our directory of foodtech angel investors in the UK
Founder perspective
Omni Pet was founded by practising veterinarian Dr Guy Sandelowsky and former investment banker Shiv Sivakumar. The founders have positioned the business around veterinary-led product development and a subscription model supported by vet access. The company says the strategy helped it grow more than 10x in the year since appearing on Dragons’ Den earlier in 2025 — where it won investment from Deborah Meaden and Steven Bartlett — and to add more than 100,000 customers while posting over 200% sales growth.
The bigger picture
The pet food market in the UK is shifting as owners treat animals more like family members and demand health-focused, transparent products. Omni Pet’s focus on allergy-aware formulations, alternative proteins and vet-backed interventions fits a broader trend toward personalised pet care. The round also reflects continued interest from foodtech and consumer health investors in businesses that combine product differentiation with subscription economics.
This raise will be watched by UK retailers and other European pet-nutrition brands as evidence that clinically informed consumer propositions can attract institutional capital and scale in a crowded market.
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