British celebrity investor Deborah Meaden has reinvested in Omni as part of a £11m financing round.
Meaden, who first backed Omni on the BBC's Dragons' Den last year alongside Steven Bartlett (Diary of a CEO), is not the only one who has developed a taste for the veggie dog treats.
IW Capital led the investment round, which also saw participation from Redrice Ventures, RootBridge Capital, and Lever VC. The London-based business is now valued at around £30m, the Sunday Times reported.
Omni was founded in 2021 by veterinarian Guy Sandelowsky and former investment banker Shiv Sivakumar.
The startup aims to provide nutritious, plant-based dog food for pets with sensitive stomachs.
Omni says it has helped more than 300,000 dogs and sold more than five million meals.
The numbers have kept pace with the ambition. Annualised sales have risen from £1m to close to £13m in 12 months, the company says. That is more than 10-fold growth, for anyone keeping score.
"That progress is exactly why I chose to double down and reinvest," Meaden told the Sunday Times.
Next on the menu, a weight-loss supplement for dogs – described as Ozempic-style. Even pets, it turns out, are not immune to the GLP-1 moment.
A portion of the raise will also go towards testing the US market, according to Sivakumar, although Britain remains the main course for now.