KatKin's Opportunity
Cats are undeniably champions of the Internet. They're cute, hilarious, and can be jerks, so honestly what's not to love? But, while they've been getting the recognition they deserve online, they've been left by the wayside in the pet food industry, with legacy FMCG companies opting to offer little innovation targeted specifically to the unique requirements of cats. Enter KatKin.
We’re Europe’s first fresh-cooked cat food and health company, a disruptor in the USD $185bn pet food market, and were founded to challenge the standards of care set by the cat food industry. Cat food is the fastest-growing sector in global pet food, currently worth around USD $50bn globally.
We’re building a new category of fresh food for Cats. Fresh is defined as using 100% human-grade meat, that’s gently steam cooked and then frozen fresh, featuring 0% fillers, grains or preservatives. The concept of fresh food is well established in the US, particularly in Dog, with the Farmers’ Dog at >$1B sales proving the scale of the opportunity.
Launched in 2019 by siblings Brett and Nikki O’Farrell, KatKin is vertically integrated across R&D, manufacturing, sales and marketing. To date, we've delivered around 35 million fresh meals to over 200,000 happy, healthy cats across the UK. We currently have a team of over 130 with headquarters in Clerkenwell, London, while our manufacturing facilities are in Haverhill, Suffolk, and customer service teams in both London and South Africa.
The business operates a direct-to-consumer (“D2C”) model alongside a first-class, dedicated consumer care team that allows us to build valuable consumer relationships and a passionate user community. Alongside our eCommerce channel, our products are distributed through an increasing number of select 3rd party channels (Ocado, Amazon, Pets at Home).
The business has delivered a robust financial performance with a rare combination of rapid sales growth and solid KPIs including a strong LTV/CAC. Given our unique characteristics and successful performance, KatKin has attracted venture capital and private equity investment and the business is currently in a strong financial position, ready to invest in its brand and marketing efforts to deliver on ambitious expansion plans. The board and leadership team expect revenues to grow significantly over the next 5 years.
We’re embarking on an exciting growth strategy leveraging operational, technical and commercial enhancements to drive online sales, continued product expansion, and strategic distribution growth. We’re now looking to strengthen the team with the addition of a talented, driven Creative Director to raise the bar of our creative execution for maximum impact.