Three years ago, Omni launched as a ProVeg Incubator start-up selling plant-based pet food. In 2023, the company grew by over 100% and boasted seven-figure annual sales.
Building a health-first brand based on veterinary knowledge and scientific credibility, Omni is the only plant-based pet food company in the UK to have peer-reviewed scientific research supporting its products. Its product line includes nutritionally complete kibble, wet-food cans and toppers to increase palatability with a meaty taste and texture, and a newly launched range of supplements with functional benefits.
Amid teases of a ‘world-first’ cultivated pet food product launch, ProVeg International’s New Food Hub speaks to Co-Founder and Co-CEO Shiv Sivakumar about Omni’s rise to market leadership and the future of pet food from plant-based and novel proteins.
‘A great time to validate your concept’
The New Food Hub exclusive delves into the economic intricacies of managing an alternative protein pet food start-up. Shiv is open about the challenges that macroeconomic conditions are placing on all businesses, and the particular pain points for the alternative protein industry. However, he emphasises that Omni’s success despite these challenging conditions signals a promising future: “Proving your concept now in a challenging market like this one is one of the biggest validators that your company will have long-term success. These are trying times, but it’s also a great time to validate your concept.”
‘We’re offering something truly innovative’
The discussion also touches on the specifics of running an alt-protein pet food company. Loyalty is a big part of any pet food brand, so encouraging consumers to make the switch can be challenging. However, Shiv reminds us that Omni is disrupting a conventional meat-based pet food market with a lot of inherent problems. In his words: “We’re offering something truly innovative and differentiated, backed by credible professionals.”
As a result, Omni’s marketing budget is a tiny fraction compared to its sales, as the message is often gratefully and receptively received. A network effect also plays to Omni’s favour, as customers tell their friends and family about their new and innovative products; according to Shiv, “They’re our biggest ambassadors.”
A must-watch for anyone working in the pet food sector or interested in an up and coming part of the protein transition, the conversation is full of industry insights, and available to watch in full on the New Food Hub. For more support on your alternative protein strategy, feel free to get in touch with ProVeg’s team of experts at [email protected].
