UK plant-based pet food brand Omni says it has more than doubled in size after appearing on the business pitching TV show Dragons’ Den in February.
Since the episode aired, Omni reports that it has attracted 20,000 new customers, while sales have increased by 130%. Furthermore, over 80% of customers are now on subscription plans — which include complementary vet consultations — rather than making one-off purchases. According to the company, this indicates a “highly retentive customer base”.
On Dragons’ Den, Omni successfully secured a £75,000 investment from Deborah Meaden and Steven Bartlett in exchange for 2.5% equity. While some of the Dragons claimed the company was overvaluing itself at £7.5 million, annualised sales are already exceeding this valuation. Omni claims it was already on track for a record year, with annualised revenues approaching £5 million, before appearing on the show; now, the number is closer to £10 million.
“There’s been a real step change in the business since Dragons’ Den,” said co-founder Shiv Sivakumar. “We’ve shifted into a new phase of growth, with a far larger customer base and the kind of subscription retention that gives us confidence in long-term, compounding revenues.”
“Our food genuinely works”
Following this success, Omni has expanded its range with three new wet food recipes:
- Soothing Stew — Made with quinoa and lupin beans to support digestion, skin health, and overall well-being.
- Revitalising Roast — Made with parsnip, broccoli, and sage to support vitality and long-term health.
- Comforting Casserole — Made with chickpea, carrot, and thyme to support dogs prone to intolerances.
The products have been specially developed for dogs with allergies, food sensitivities, and selective appetites. They are free of common allergens such as beef, chicken, dairy, soy, and grains.
“We believe we’re seeing strong customer loyalty because our food genuinely works – we see it daily, dogs struggling with allergy symptoms like itchy skin, waxy ears, and loose stools getting relief, without always relying on strong medications that could have unwanted side effects,” said co-founder Dr Guy Sandelowsky. “It’s amazing to have 20,000 more dogs benefitting from Omni since the Den.”
