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Omni Pet

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Award-winning plant based food for pooches with proven health benefits. Co-founded by a vet, VC-backed.

130%
 - 
20 days left
£400,004 target
£522,596 from 174 investors
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Business overview

Location London, United Kingdom
Social media
Website omni.pet/
Sectors Food & Beverage Non-Digital B2C
Company number 13024483
Incorporation date 16 Nov 2020
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Investment summary

Type Equity
Valuation (pre-money) £6.5M
Equity offered 7.43%
Tax relief

EIS

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Business highlights

  • £650K sales '22, £70K+ MR in Q4, 70% subscription sales*
  • Recommended by 90% of veterinary professionals
  • 34% of dog owners are looking to feed them plant based meals
  • Peer reviewed study shows health benefits of the Omni diet
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Key features

  • Secondary Market
  • Seedrs nominee min. £11.02 +
  • Direct investment min. £10,000.00 +

Idea

Introduction

Omni’s award-winning proprietary plant-powered formulation gives dogs a nutritionally complete diet with proven health benefits. Plus, over half of dogs trialled showed preference for it over their usual meat-based meal so it tastes good, too!

Vet Dr Guy Sandelowsky co-founded Omni after his dog, Bondie got mouth cancer. Following 9 months developing a protein-led formula with Associate Veterinary Professor Dr. Mike Davies, Omni was trialled with 100 dog guardians feeding meat-based diets with 91% positive feedback, and launched in 2021.

Independent studies have found dogs fed plant-based diets live up to 18 months longer than those eating meat, as well as visiting the vet less & needing fewer medications.

As feeding a dog a typical meat diet creates the same carbon emissions as driving a Land Cruiser SUV all year round, switching to plant-based can have a hugely positive planetary impact, too.

We’re raising to scale D2C, launch new products, expand into retail & enter new markets.

Monetisation strategy

We launched on a DTC model, through our eCommerce website, which allowed us to scale without additional outlay. We've nurtured our site and community of customers, and grown to an average monthly revenue of £70k in Q4 2022*.

We have an engaged base of 13k+ social followers and a mailing list of 11k, as well as a thriving customer loyalty rewards programme.

Over 70% of our sales are from subscription, which we'll continue to build on.

We're now stocked on Amazon to reach a wider audience, and are looking to further expand into retail this year as well as exploring leading pet retailers for our meals and soon-to-be-launched snack range.

*Based on unaudited management accounts.

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Investing involves risks, including loss of capital, illiquidity, lack of dividends and dilution, and should be done only as part of a diversified portfolio. Please read the Risk Warnings before investing. Investments should only be made by investors who understand these risks. Tax treatment depends on individual circumstances and is subject to change in future.

This webpage has been approved as a financial promotion by Seedrs Limited ("Seedrs"), which is authorised and regulated by the Financial Conduct Authority. It is not intended to be a promotion of any individual investment opportunity and is not an offer to the public. The summary information provided about investment opportunities on this webpage is intended solely to demonstrate the types of investments available on the Seedrs platform, and any investment decision should be made on the basis of the full campaign. Full campaigns are available to investors who have become authorised to invest on the Seedrs platform. All investment activities take place within the United Kingdom, and any person resident outside the United Kingdom should ensure that they are not subject to any local regulations before investing.

Seedrs does not make investment recommendations to you. No communications from Seedrs, through this website or any other medium, should be construed as an investment recommendation. Further, nothing on this website shall be considered an offer to sell, or a solicitation of an offer to buy, any security to any person in any jurisdiction to whom or in which such offer, solicitation or sale is unlawful. Seedrs does not provide legal, financial or tax advice of any kind. If you have any questions with respect to legal, financial or tax matters relevant to your interactions with Seedrs, you should consult a professional adviser.

Tax Relief (SEIS)

This business is eligible for SEIS relief - providing qualifying investors with income tax relief of 50% of their investment and certain other tax reliefs. Tax treatment depends on individual circumstances and is subject to change in future. Click to learn more.

Tax Relief (EIS)

This business is eligible for EIS relief - providing qualifying investors with income tax relief of 30% of their investment and certain other tax reliefs. Tax treatment depends on individual circumstances and is subject to change in future. Click to learn more.

Valuation (pre-money)

Valuation rounded from £6,509,690

This is the fully-diluted pre-money valuation of the business (i.e. before the new investment comes in and including issued options and other equity interests). In contrast, the post-money valuation is based on inclusion of the new investment in the value.

It is calculated as the pre-money valuation plus the amount of new investment. e.g. If Company A is ascribed a pre-money valuation of £1,200,000 by prospective investors investing £300,000, its post-money valuation is £1,500,000.

Pitch type

There are 5 types of investment pitch available on Seedrs.

  • Equity
  • Convertible
  • Fund
  • Cohort
  • Secondary

Investing in a regular equity campaign is the simplest and most common way to invest in a startup. You decide which business you want to invest in, and if the campaign hits its funding target then you will become one of their shareholders. As the company becomes more valuable, so do your shares; allowing you the opportunity to share in the future success of the business.

Learn more about pitch type on Seedrs

Equity Offered

The equity offered is the percentage of the company’s shares being issued in return for the amount of investment raised.

When the amount raised is less than 100%, the equity offered is based on the target raise. Once the company has raised over 100% it is based on the total raised.

In some scenarios, entrepreneurs may accept additional direct investment after closing their Seedrs campaign. Provided this is within 6 months of the closing and on the same terms, we do not typically offer pre-emption rights on that extra investment (where you have the opportunity to invest again to maintain your percentage shareholding).

Learn more about investing and pre-emption rights.

Seedrs nominee

This shows if you are able to choose, when making an investment, that you be represented by, and your shareholding be managed by, the Seedrs nominee.

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Custodian

If you invest in this Campaign, Seedrs will act as Custodian rather than provide our standard nominee service. This is due to the fact that the business is not directly involved in the share sale and Seedrs will not benefit from any rights under a shareholder agreement. As a result, Seedrs will handle administrative tasks as we do normally, but you will not have information or voting rights, updates from the business, preemption on future fundraising, or ongoing support about business trading activity.

Learn more about Custodian here

Secondary market

This shows if the business has opted-in or opted-out of allowing its shares to be bought and sold on the secondary market.

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Direct investment

This is an option to invest and hold shares 'directly' in the company (rather than via the Seedrs Nominee). This option is only available to those investing over the threshold amount, which is determined by the fundraising company.

If you choose to hold your shares directly, you will be responsible for any contractual or administrative arrangements with the company you are investing in.

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Payment options

We are not able to accept card payments for investments into this sector. You can pay for your investment by creating a bank transfer, using funds in your investment account or create a Pay by Bank payment. Your investment will only be completed once the funds have reached our account.

Business Involvement

This Campaign offers shares for sale in business that is not directly involved in this Campaign or the sale. As a result, the Campaign and post-investment experience, including investor rights, will differ from a business-led campaign on Seedrs. Most notably, the business will not engage with investors in the discussion forums both during and after the sale or provide any updates to investors.

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Payment options

We are not able to accept Pay by Bank payments for investments into this sector. You can pay for your investment with a card payment, by creating a bank transfer or by using funds in your investment account. Your investment will only be completed once the funds have reached our account.

Drawdowns

This campaign offers the ability to pay for an investment by drawdowns.

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