Omni Pet, which starred in the BBC hit series Dragons' Den last year, has raised £11m to tackle mounting health problems like obesity and food allergies in our pets.
The funding round was led by IW Capital, a London VC firm that invests into innovative, fast-growing UK SMEs.
Omni Pet, founded by experienced veterinarian Dr. Guy Sandelowsky and former investment banker Shiv Sivakumar, is aiming to tackle the obesity epidemic with calorie controlled, novel protein products backed by rigorous clinical research.
Dr Guy Sandelowsky said: "The pet sector is undergoing a structural shift with owners increasingly treating pets as family members, driving an unprecedented rise in demand for health-focused nutrition and personalised care.
"With chronic conditions in pets growing at double-digit rates, consumers are actively moving away from allergy-triggering and calorie-heavy brands. Omni Pet is leading this shift by bringing together clinical know-how and round-the-clock vet access to give pet owners practical, long-term support for their pets’ health."
Numerous studies have found that beef, chicken and dairy are amongst the most common food allergens in dogs. It is reported that these can commonly manifest as gut and skin symptoms such as diarrhoea and excess scratching.
Omni Pet’s innovative food, treats and supplement range replace traditional animal proteins with novel, high-quality yeast/algae/pulse-based alternatives in fat moderated recipes. These deliver veterinary-grade nutrition without many of the common triggers that can cause debilitating symptoms in dogs. It already has a 90% customer retention rate and is double ranked on Amazon’s top 10 Best Sellers for pet wellness, one of the most competitive D2C platforms.
The new capital will be used to accelerate customer acquisition online, expand into retail and to launch proprietary new products including an ‘Ozempic-style’ natural weight loss supplement for dogs that is completely drug free.
Alex Petri, Investment Director at IW Capital, said: "Omni Pet stands out for its exceptional growth and the clarity of its vision: to reshape a category that has seen little true innovation for decades. As consumers demand transparency and real health outcomes through clinically credible products, Omni Pet is positioned to lead the next wave of pet-wellness disruption. We’re backing Omni Pet because we believe the combination of veterinary expertise with strong data and its scalable subscription model represents one of the most compelling offerings in the sector."
Joining IW Capital and Redrice Ventures in this round are Rootbridge Capital, Digitalis Ventures, Lever VC, Ani.VC and Ami Capital. Earlier in 2025, Omni Pet appeared on Dragons’ Den where it received investment from Deborah Meaden and Steven Bartlett.
Deborah Meaden, prominent UK investor and entrepreneur, 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 last year, the business has grown over 10x, representing over 200% sales growth and more than 100,000 new customers since its Dragons’ Den debut.
Giles Humphries at Redrice Ventures, commented: "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."
For more information, visit Omni Pet or IW Capital.
