DTC dog food startup Sundays raises $10 million in Series A funding

According to foreign media reports , DTC dog food startup " Sundays " has received $ 10 million in Series A financing . Investors in this round of financing include Imaginary Ventures, Ryan Reynolds, Orlando Bloom, Sweetgreen, Glossier and Away.

Sundays was founded by CEO Michael Waxman and his wife Tory Waxman, a veterinarian who is now the company's chief product officer . Michael believes that today, although dog owners have a variety of dog food products to choose from, the company aims to provide some innovative products.

The products in the dog food market can be roughly divided into two categories. The first is kibble, which is relatively cheap but not particularly healthy. The other is frozen food, which is healthier but also more expensive and requires the owner to have more financial resources.

Sundays ' products combine the advantages of these two types of food. The food quality can reach the level of human consumption. 90% of them are fresh meat, organs and bones, which are made through a unique air-drying process.

The concept first came about when their dog, Mabel, became ill . The couple became obsessed with finding a dog food that could improve Mabel's health. But they couldn't find a dog food on the market that was healthier than kibble but easier to feed than home-cooked food. Sundays was born to solve this need .

The company's product is higher quality, better tasting and more convenient than kibble , and it's cheaper than frozen food . Sundays costs just $2 a day, 40% less than refrigerated products.

Imaginary Ventures said: "Over the past two years, the pandemic has accelerated the purchase of pets and the premiumization of pet food in the United States. The size of the U.S. pet food market has exceeded US$40 billion, an increase of nearly 10% from 2020. At the same time, people have become more aware of the taste and quality of pet food without sacrificing price. Sundays is narrowing the gap between kibble and frozen food , taking market share from both."

With the funding, Sundays will expand its human-grade air-dried fresh food lineup by introducing new recipes, including a chicken recipe launching this month, and will invest in growing its team and building its technology platform, such as limited-edition custom packaging (which uses artificial intelligence to add dog photos to product packaging).

Dog food

Financing