SMALLS

Smalls is a direct-to-consumer pet food company focused exclusively on cats. It sells fresh, human-grade, high-protein formulas that are gently cooked, chopped, steamed, frozen and shipped rather than extruded at high temperatures, and it positions its recipes as free of fillers, carbohydrate bulking agents, preservatives and artificial ingredients. Product lines described publicly include chicken and beef, freeze-dried chicken, and turkey and duck formulas, delivered in customized kits matched to an individual cat's nutritional requirements.

Customers begin with an online quiz that recommends a plan, then try a sampler backed by a money-back guarantee before subscribing to recurring deliveries. Beyond core meals, the company operates an online shop ("Smalls Mart") carrying cat-directed items such as broth packs, lickable supplements, freeze-dried treats and feeding bowls and slow-feeders, alongside human-directed merchandise including apparel, hats, blankets, totes, stickers and print zines. Customer support is provided by a "Cat Concierge" team reachable by text and email.

The company's thesis is that cats have been underserved relative to dogs by mainstream pet food makers, and that rising cat ownership in the United States creates a growth market for premium, personalized feline nutrition. Following its 2023 raise, Smalls said it intended to move into in-store retail for the first time and broaden its product range.

Founding story

Smalls was founded in 2017 in New York, New York by co-founders Matt Michaelson and Calvin Hughes, described as best friends, with the aim of changing how people feed cats by offering high-protein, human-grade fresh formulas.

Business model

Smalls sells directly to consumers online through a subscription model: a plan-matching quiz leads to a trial sampler and then recurring shipments of fresh cat food, supplemented by one-off purchases of treats, broths, feeding accessories and branded merchandise from its Smalls Mart store.

Recurring revenue from subscription meal plans for cats, plus e-commerce sales of samplers, treats, supplements, feeding gear and branded apparel. Promotional offers include discounted first orders, free shipping and free treats.

Traction

The company states that 88% of customers report health improvements after switching to Smalls. It reported plans to expand personnel by nearly 25% and to enter retail distribution after its March 2023 round, and public funding records indicate $28.0 million raised across two rounds.

Latest developments

In March 2023 Smalls announced $19 million in new funding led by Companion Fund with participation from Left Lane Capital, Valor Capital, 301 INC, Founder Collective and Ohio State University's endowment fund, saying it would pursue its first in-store retail distribution, expand its product offerings and grow headcount by about 25%. Its current storefront lists newer accessory and merchandise lines alongside core fresh food plans.