Omni, the UK-based plant-based pet nutrition startup that famously secured investment on the BBC entrepreneurial reality show Dragons’ Den, has announced a major expansion into functional health foods. Just three months after closing an £11 million ($14.5 million) funding round to accelerate product development and market penetration, the company has unveiled a trio of specialized, plant-based complete dog food formulas designed to address joint mobility, sensitive skin, and emotional wellbeing.
Simultaneously, the brand has confirmed a landmark distribution agreement with Pedigree Wholesale, the United Kingdom’s largest independent pet retail distributor. This strategic alliance marks a pivotal transition for Omni, shifting its primary sales channel from direct-to-consumer e-commerce toward high street pet retail outlets across the nation.
The rapid scaling of the company reflects a broader consumer shift in the UK pet care market, where pet owners increasingly prioritize preventative health, premium ingredients, and sustainable alternatives to conventional meat-based diets.
Bridging the Gap Between Daily Nutrition and Targeted Supplements
Omni’s new product line—categorized into Omni Joints, Omni Skin, and Omni Calm—features hypoallergenic complete food formulations that blend yeast and sustainable plant proteins, such as sweet lupin beans, with clinically researched functional supplements. The products are scheduled for official release on the company’s website on October 25, followed by widespread availability through independent retailers via the Pedigree Wholesale network.
According to Dr. Guy Sandelowsky, who co-founded Omni alongside Shiv Sivakumar in 2020, the conceptual framework behind the new range addresses a common behavioral hurdle among pet owners: supplement adherence. Market research has consistently shown that while dog owners frequently purchase dietary supplements to target specific health conditions, they often struggle with consistency, forgetfulness, product costs, or premature discontinuation before visible results occur.
By embedding functional ingredients directly into daily meals, Omni aims to simplify proactive pet healthcare. Sandelowsky emphasizes that the complete nutrition range is engineered holistically rather than through the superficial addition of isolated ingredients. For example, the Omni Joints formulation is strictly calorie-controlled to support optimal weight management alongside joint protection—recognizing that excessive body weight directly exacerbates canine joint stress. The recipe incorporates 7.5% fat, glucosamine, L-carnitine, turmeric, and microalgae-derived omega-3 fatty acids.
Similarly, the Omni Skin formulation is crafted specifically for dogs with dermatological sensitivities, entirely omitting soy and grains while delivering essential omega-3 fatty acids, DHA, flaxseed, rapeseed oil, and coconut to nourish the skin barrier and coat. Meanwhile, Omni Calm utilizes natural botanicals including sweet potato, lemon balm, rosemary, and L-tryptophan. The formulation is intended for continuous daily feeding to maintain baseline emotional stability, contrasting with acute treatments typically administered solely ahead of high-stress scenarios such as fireworks displays, travel, or household adjustments.
From E-Commerce Startup to High Street Retailer
Founded five years ago, Omni initially established itself as a digital-first disruptor in the pet food sector, offering veterinarian-formulated wet food, kibble, snack pockets, and dental sticks, alongside a standalone supplement catalog. The enterprise gained mainstream commercial validation when founders Sandelowsky and Sivakumar appeared on Dragons’ Den, successfully securing a combined £75,000 investment from prominent entrepreneurs Deborah Meaden and Steven Bartlett.
Over the past year, the company reported a tenfold increase in total revenue, driven by robust online demand and shifting consumer demographics. However, securing the partnership with Pedigree Wholesale represents what Sandelowsky describes as a crucial milestone in realizing the brand’s omnichannel retail strategy.
Independent pet shops remain a cornerstone of the British pet retail ecosystem, offering tailored, face-to-face advisory services that many dog guardians rely on. By placing Omni’s functional products onto physical shelves, the startup positions itself to capture consumers who prefer personalized retail guidance over digital browsing. This distribution milestone coincides with an exceptionally favorable macroeconomic climate for high-end pet wellness products in the UK.
Shifting Consumer Priorities in the UK Pet Market
The launch of Omni’s functional nutrition range arrives amid sweeping changes in how British households approach pet care. Recent market research indicates that health and wellness rank as the primary concern for 64% of UK pet parents, with younger demographic cohorts indexing even higher for preventative wellness investments. When surveyed about methods to improve their pets’ overall quality of life, 47% of respondents identified upgrading to higher-quality food as their principal strategy.
Additional industry data underscores this health-conscious evolution. Polls conducted over the past two years reveal that approximately four out of five UK pet owners actively seek healthier dietary choices for their dogs, with 69% routinely scrutinizing ingredient labels prior to purchase. Furthermore, demand for targeted functional support has surged dramatically; year-on-year retail data from late 2025 highlights a 205% increase in sales for digestive health treatments and a 111% surge in calming formulations. Consumer willingness to pivot is equally clear, with two in five British pet owners stating they would switch brands immediately if a competitor offered demonstrably superior ingredient quality.
Sandelowsky notes that this behavioral shift mirrors human dietary trends, where consumers increasingly evaluate food based on functional health outcomes rather than basic caloric intake.
Innovation Pipeline and Environmental Sustainability
Beyond its conventional and functional food ranges, Omni continues to invest heavily in veterinary research and product diversification. Earlier this year, the company made headlines by developing LeanPaws, an innovative weight-loss supplement designed to mimic the physiological effects of human GLP-1 receptor agonists, commonly known as Ozempic. Formulated with specialized dietary fibers, resistant starches, prebiotics, and probiotics, LeanPaws aims to regulate canine fat metabolism and support healthy weight reduction in overweight dogs without adverse pharmaceutical side effects.
In addition to addressing physiological health, Omni’s business model is fundamentally rooted in environmental sustainability. The environmental toll of the global pet food industry is substantial; conventional pet food production accounts for approximately 1% of the United Kingdom’s total greenhouse gas emissions. While the vast majority of traditional pet foods rely on meat industry co-products, scientific consensus increasingly identifies plant-based pet nutrition as the most viable methodology for mitigating the carbon footprint of domestic companion animals.
Omni utilizes novel proteins derived from sustainable sources such as yeast, microalgae, and pulses. Independent life-cycle analyses indicate that these plant-based formulations generate up to 73% fewer carbon emissions than equivalent meat-based dog foods. According to company impact metrics, Omni’s established customer base has collectively prevented the emission of over 8.5 million kilograms of carbon dioxide equivalent ($textCO_2texte$) over the past year.
Broader Implications for the Pet Food Industry
The convergence of functional nutrition, alternative proteins, and traditional retail distribution signals a maturing market for plant-based pet care. Once viewed as an ultra-niche segment driven purely by ethical veganism, the vegan and alternative pet food sector is increasingly recognized by mainstream analysts as a progressive answer to pet obesity, food sensitivities, and planetary sustainability.
As Omni deploys its £11 million funding influx to expand production capabilities, support independent retailers through the Pedigree Wholesale agreement, and roll out its advanced functional recipes, the brand is well-positioned to influence standard practices within the wider pet food industry. By proving that plant-based formulations can successfully integrate targeted therapeutic benefits—ranging from joint health to emotional regulation—Omni is redefining what everyday canine nutrition can achieve for both animal longevity and ecological preservation.
