Omni Pet raises £11m led by IW Capital for veterinary-grade novel protein nutrition
June 22, 2026
Omni Pet, the London-based veterinary-grade pet nutrition company, has secured £11m in an equity round led by IW Capital, with Redrice Ventures, Rootbridge Capital, Digitalis Ventures, Lever VC, Ani.VC, Ami Capital, and VEA Syndicate also participating. The proceeds will fund customer acquisition online, expansion into retail, and the launch of a new natural weight-loss supplement for dogs.
The UK pet food market is facing structural pressure from rising rates of chronic illness in animals. According to UK Pet Food, over half of dogs in the country are overweight, and conditions such as food allergies, gut sensitivity, and obesity are growing at double-digit rates. Conventional pet food, which relies heavily on beef, chicken, and dairy — among the most common canine allergens — has been slow to address these trends, leaving an opening for science-led alternatives.
Founded in 2020 by practising veterinarian Dr Guy Sandelowsky and former investment banker Shiv Sivakumar, Omni produces calorie-controlled dog food, treats, and supplements formulated from novel proteins including yeast, algae, and pulse-based ingredients. These replace common allergen-triggering animal proteins while delivering fat-moderated, nutritionally complete recipes that meet veterinary standards. The company also provides round-the-clock vet access as part of its offering. Its pipeline includes an Ozempic-style natural, drug-free weight-loss supplement for dogs — a category with no established incumbent.
Omni has grown sharply since its February 2025 appearance on BBC Dragons' Den, where it secured investment from Deborah Meaden and Steven Bartlett at a £3m valuation. In the twelve months following that appearance, the company grew more than 10x, reaching £11m in annual recurring revenue by January 2026, adding over 100,000 new customers, and posting 200% sales growth. It holds a 90% customer retention rate and is double-ranked in Amazon's top-ten bestsellers for pet wellness. Meaden is reinvesting in this round. IW Capital, which has deployed more than £188m across its portfolio, led the round.
The new capital will accelerate Omni's direct-to-consumer and retail expansion alongside the proprietary product pipeline. Redrice Ventures' Giles Humphries described Omni as addressing a genuine problem at scale in one of the fastest-evolving consumer categories. IW Capital's investment director Alex Petri cited the combination of veterinary expertise, subscription model, and clinical credibility as central to the firm's conviction.
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