While many couples attribute their successful match to friends, Dr. Guy Sandelowsky’s introduction to business partner Shiv Sivakumar stemmed from a shared interest in vegan pet food, rather than romance.

The 38-year-old veterinarian was paired with Sivakumar, who had announced on an online platform his quest for a co-founder to launch a unique pet food venture addressing allergy issues in cats and dogs. At his clinics in Nottingham and Switzerland, Sandelowsky had observed a rising trend of allergy cases among pets.

In 2021, they co-founded Omni, focusing on developing plant-based food for dogs and healthier meat options for cats. To date, the startup has successfully secured approximately £4 million in funding and made an appearance on BBC’s Dragons’ Den in February, during which they obtained £75,000 from investors Steven Bartlett and Deborah Meaden in exchange for a 2.5% equity stake in Omni.

Since their appearance on the show, Omni reports that sales have doubled each month, with annualized revenue reaching around £10 million.

The duo strategically applied to appear on the show multiple times, understanding its marketing potential. Sivakumar, 33, previously worked as an investment banker but found the role unsatisfying. He noted, “In business, perseverance is key,” reflecting on their journey thus far.

As a startup, they face fierce competition from established companies with significantly larger marketing budgets. Thus, the appeal of Dragons’ Den lay in the opportunity to present their brand to a national audience and explain the relevance of their product to pet owners.

The company caters to numerous pets Sandelowsky encounters in his clinics, many of whom have skin and stomach issues. He emphasizes the use of plant-based proteins is not solely a vegan choice but rather a solution to alleviate problems often caused by meat products.

Despite traditional views that dogs require meat in their diets, Sandelowsky observes growing acceptance of vegan and allergy-friendly diets among pet owners. “Many dogs frequently visit the vet for various symptoms, such as French bulldogs with itchy skin or West Highland terriers with dietary issues. Vets often inform owners about potential allergies to chicken or beef, making them receptive to new dietary options,” he explained.

He further clarified that plant-based protein alternatives can match the nutritional needs without compromising on essential amino acids. The vet-founded approach of Omni enhances consumer trust in their products.

Both Sandelowsky and Sivakumar are passionate dog owners. Sivakumar’s four-year-old cockapoo, Leo, even tests the flavors of Omni’s products and features prominently on their packaging. Sandelowsky reminisced about his late labrador, Bondie, who lived to 17. He believes that the transition to Omni’s food substantially improved Bondie’s health.

“It’s hard to believe, but I really thought I’d lose Bondie at 11. After introducing him to our formulations, he transformed. His skin issues improved, and he became healthier overall. I genuinely think our products contributed to his long life,” Sandelowsky shared.

Omni’s food is exclusively available on their website, produced by a third-party manufacturer in Europe, and retails at £14.99 for a 2kg bag. With a growing interest in vegan and hypoallergenic diets for pets, there is rising demand for such products.

Statistics indicate a burgeoning market for vegan and hypoallergenic pet foods. For instance, Scrumbles achieved sales of £13.6 million the previous year and has been recognized in The Sunday Times 100 fastest-growing private companies. Additionally, The Pack, another plant-based pet food brand, was recently acquired by Prefera Petfood.