The founders behind pet health brand Omni Pet have secured an £11m investment deal, just 18 months after facing scepticism from some of the Dragons. The business, which creates products designed to help tackle issues including obesity, allergies and digestive problems in dogs, has become one of the fastest-growing names in the UK pet nutrition market.
During their Dragons’ Den appearance, Peter Jones questioned whether the business was worth the £7.5m the founders claimed, while fellow Dragon Touker Suleyman branded their expectations “delusional”. Today, the business is valued at a £30m and a string of investors including IW Capital and Redrice Ventures are backing the duo’s vision, with £11m set to fuel the next stage of Omni’s growth.
According to UK Pet Food, the trade body for the UK pet food manufacturing industry, over 50% of dogs and 43% of cats are overweight and this number is rising. Omni Pet, founded by experienced veterinarian, Dr. Guy Sandelowsky, and former investment banker, Shiv Sivakumar, is aiming to tackle this growing health concern with calorie controlled, novel protein products backed by rigorous clinical research and sustainable champions such as Chris Packham and Deborah Meaden.
When asked what he would say to Peter Jones and Touker Suleyman now, co-founder Dr. Guy Sandelowsky says:
“Looking back, the Dragons were right to challenge us. At the time it was a tough conversation to hear, but healthy scepticism is part of building a business and those conversations ultimately made us stronger.
We took that feedback seriously and used it as motivation. Since appearing on the show, we’ve stayed relentlessly focused on execution, growing the business, improving our products, building the team and proving there is real demand for what we’re doing.
Whether or not everyone agreed with our valuation at the time, the scrutiny made us sharper and more determined. We’re incredibly proud of what we’ve achieved since then and even more excited about what comes next.”
The market opportunity
Research has shown that common ingredients such as beef, chicken and dairy can trigger allergies and sensitives in some dogs, often leading to symptoms including itchy skin, excessive scratching and digestive upset. Omni’s range of food, treats and supplements uses alternative protein sources and calorie-controlled recipes to provide complete nutrition while avoiding many of the ingredients linked to signs.
The approach is resonating with pet owners, with the brand achieving a 90% customer retention rate and securing two places in Amazon’s top 10 pet wellness bestsellers.
Co-founder of Omni Pet and practising vet, Dr. Guy Sandelowsky, says:
“The biggest opportunity for us now is investing in our team. We’ll be able to bring exceptional talent into the business, increase capacity across key functions, and in some cases transition people from part time to full time roles so they can have an even greater impact.
It also gives us the ability to invest more heavily in marketing and brand awareness. We know our products can make a real difference to dogs and their owners, but that only matters if people know we exist. This investment allows us to reach many more pet owners and, ultimately, help many more dogs
Giles Humphries, at Redrice Ventures, the investment fund backed by former Wimbledon champion Sir Andy Murray, says:
“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.”
Joining IW Capital and Redrice Ventures in this round are Rootbridge Capital, Digitalis Ventures, Lever VC, Ani VC and Ami Capital. Earlier in 2025, Omni Pet appeared on Dragons’ Den where it received investment from Deborah Meaden and Steven Bartlett.
