Omni Pet, a veterinary-grade pet nutrition startup, has raised £11m in funding led by IW Capital. Participating in the round alongside IW Capital are Redrice Ventures, Rootbridge Capital, Digitalis Ventures, Lever VC, Ani.VC, Ami Capital and VEA syndicate. The new capital will be used to accelerate customer acquisition online, expand into retail and to launch proprietary new products including a natural, drug-free weight loss supplement for dogs.
Founded by practising veterinarian Dr Guy Sandelowsky and former investment banker Shiv Sivakumar, Omni Pet produces calorie-controlled, novel protein foods, treats and supplements for dogs. Its range replaces traditional animal proteins - including beef, chicken and dairy, which are among the most common food allergens in dogs - with high-quality yeast, algae and pulse-based alternatives in fat-moderated recipes. These deliver veterinary-grade nutrition without many of the common triggers that can cause gut and skin symptoms such as diarrhoea and excess scratching. Round-the-clock vet access is also provided to pet owners as part of its offering.
The new products in development include an 'Ozempic-style' natural weight loss supplement for dogs that is completely drug free.
According to UK Pet Food, the trade body for the UK pet food manufacturing industry, over 50% of dogs and 43% of cats in the United Kingdom are overweight, and this number is rising. Chronic conditions in pets are reported to be growing at double-digit rates, with consumers increasingly moving away from allergy-triggering and calorie-heavy brands.
Omni Pet currently holds a 90% customer retention rate and is double ranked on Amazon's top 10 Best Sellers for pet wellness. Earlier in 2025, the business appeared on Dragons' Den, where it received investment from Deborah Meaden and Steven Bartlett. In the year since, the business has grown over 10x, representing over 200% sales growth and more than 100,000 new customers. IW Capital was founded in 2011 and has to date invested more than £188m into companies including Strolll, Lucida Medical, Magic AI and Navigator.
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.
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.
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.
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.
