The co-founders of Omni, a pioneering pet food brand focused on allergy-friendly, plant-based nutrition, recently secured a significant investment on BBC's Dragons' Den—a deal that not only promises to bolster their business but also shines a spotlight on an increasingly important sector in pet care. Dr. Guy Sandelowsky, 38, and Shiv Sivakumar, 33, showcased their unique concept, which revolves around using novel proteins, during their pitch in February, managing to secure a £75,000 investment from celebrated Dragons Deborah Meaden and Steven Bartlett in exchange for a 2.5% equity stake.

The duo's journey to this pivotal moment was anything but straightforward. After applying to showcase their venture for two consecutive years, they finally made it onto the show. Guy shared their determination, emphasising their belief that the public needed to hear about Omni’s mission to revolutionise pet nutrition. With Shiv’s personal experience of owning a dog with allergies and Guy’s decade-long veterinary expertise, the inception of Omni was rooted in both passion and practicality.

During their pitch, the entrepreneurs faced rigorous questioning from the panel, particularly from Dragons Peter Jones and Touker Suleyman, who pressed them on their business valuation. While initially taken aback by the rapid-fire inquiries, both co-founders managed to maintain composure, navigating the scrutiny with a clear vision of their goals. “No matter how much you plan, you just don't know how things are going to play out,” Shiv remarked, reflecting on the intense experience of pitching on national television.

What sets Omni apart in the competitive pet food landscape is its commitment to using sustainable, animal-free ingredients. The company claims to have achieved over 400% sales growth since its launch in 2021, having served more than five million meals across the UK. This impressive trajectory not only showcases the demand for healthier pet food options but also highlights a growing consumer shift towards eco-conscious choices. As a point of interest, Deborah Meaden's investment was motivated by her desire to support alternatives to traditional processed pet food, with reports indicating that her own dogs have enjoyed Omni's products, which they “literally woofed down.”

While the negotiation process was challenging, Guy and Shiv were elated to secure investment from both Meaden and Bartlett, whom they viewed as ideal partners. “They authentically care about what we're trying to achieve,” Shiv expressed, underscoring the alignment between their business ethos and the Dragons’ values, particularly in relation to sustainability and animal welfare.

Three months post-pitch, the benefits of this deal are already evident. Omni's revenues are on track for nearly £10 million annually, surpassing initial expectations. Both co-founders report that Meaden and Bartlett have remained actively engaged with the business, offering support and guidance while balancing their own commitments. Notably, Meaden's environmental advocacy dovetails with Omni's mission, making her an invaluable ally in building a brand dedicated to health and sustainability.

The founders assert that, beyond financial gains, their partnership with Meaden and Bartlett reflects a shared commitment to ethical practices in the pet food industry. “Health is number one, but also the fact that we don't use animal proteins makes our food more environmentally sustainable,” Guy explained, illustrating how their business model is rooted in both product integrity and broader ecological concerns.

As they navigate the evolving landscape of pet nutrition, the future looks promising for Omni. With the firm backing of their investors, the brand not only stands to thrive but also aims to lead the charge in redefining how pet food is perceived and produced in an increasingly eco-conscious market.

Reference Map:

Source: Noah Wire Services