Omni

Omni is a UK-based pet nutrition company that develops and sells hypoallergenic, novel-protein food and health products for dogs. Its range covers dry food (including adult, sensitive/fussy-eater and senior recipes), wet food such as a chickpea and potato paté, treats and meal toppers (No-Beef Bites and No-Chick Chunks), and one-a-day soft chew supplements targeting concerns such as irritated skin. Recipes are free from common canine allergens including chicken, beef, dairy, grain, gluten and soya, and use plant-derived ingredients such as potato protein, pea protein, pea starch, soya protein, brown rice, sweet potato, oats, lentils, micro algae and fruit and vegetable inclusions. The company states its adult dry food is complete and balanced to FEDIAF standards, with 30% protein, 9% fat and 351 kcal/100g.

Products are described as vet-formulated and developed by an in-house team of veterinary surgeons, veterinary nurses, pet nutritionists and a canine behaviourist. The company markets its formulations as patent pending and human taste tested, and frames its allergy-friendly, plant-based protein approach as beneficial for animal welfare and the environment as well as for dog health. Alongside products, Omni offers free video consultations with its qualified vets, provided on an unlimited basis to subscription customers.

Omni sells through its own website on both one-time purchase and recurring subscription terms, with UK delivery quoted at one to two days and free shipping over £39. Product prices start from £5.59 for treats, £11.99 for dry food, £15.99 for supplements and £19.99 for wet food and toppers.

Founding story

Omni was co-founded by Dr Guy Sandelowsky, a veterinary surgeon with over a decade of clinical experience, a background in biomedical science and research, and an MBA, who says he has seen novel protein diets improve quality of life and longevity in pets, citing his own black Labrador, Bondie, who lived to 17.

Business model

Direct-to-consumer e-commerce for dog food, treats and supplements, sold either as one-off purchases or as recurring subscriptions that carry a discount (20% off the first order and 10% thereafter), loyalty points, free unlimited veterinary consultations and the ability to skip, pause or cancel. A referral scheme offers £10 credit.

Product sales via the company's online store, with a subscription/auto-replenishment option at discounted pricing; free delivery is offered on orders over £39.

Traction

The company cites more than 200,000 customers and over 200,000 dogs fed, and displays product review counts on its site including 798 reviews at 4.9/5 for Adult Dry Food, 687 at 4.8/5 for the Sensitive Adult recipe, 593 at 4.9/5 for Senior Dry Food, 364 at 4.7/5 for the Irritated Skin Supplement and 156 at 4.8/5 for its meal toppers.

Latest developments

The company has extended beyond dry food into wet food recipes, dual-textured treats and meal toppers, and one-a-day soft chew supplements, and offers bookable free consultations with its veterinary team.