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A fast-growing pet food start-up that won over investors on Dragons’ Den has surged to £11 million in annual recurring revenue just a year after its TV appearance.
Omni, a vet-founded brand specialising in plant-based dog food and supplements, secured backing from Deborah Meaden and Steven Bartlett when it appeared on the BBC show in February 2025.
Since then, the company has seen rapid growth, adding more than 100,000 new customers and closing out 2025 with £8.4 million in sales – a sharp rise from £2.7 million in 2024 and £1.2 million the year before.
Founded by veterinarian Guy Sandelowsky and entrepreneur Shiv Sivakumar, Omni was launched in 2020 after Sandelowsky witnessed what he described as widespread, preventable nutrition-related illnesses in pets.
The company now offers a range of products, including dry and wet dog food, dental sticks, and supplements designed to tackle common issues such as gut health, mobility, bladder care, and irritated skin.
Sandelowsky said on Dragon’s Den that rising health problems among pets had exposed a gap in the market. ‘Skin conditions, gut issues and obesity are soaring in our dogs, yet so many products on the market fail to address the root cause,’ he explained.
‘Omni delivers nutritionally complete, hypoallergenic food that supports health from the inside out – while being kinder to the planet.’
Its momentum has continued into 2026, with a new partnership announced in January with broadcaster and naturalist Chris Packham, further boosting its profile.
When the founders entered the Den, they secured a £75,000 investment in exchange for a 2.5% equity stake, valuing the business at £3 million at the time.
Meaden said her decision to invest was driven by both personal interest and product quality. ‘I had already been looking for a healthy, balanced alternative to processed meat dog food, so when Guy and Shiv presented Omni and its credentials as a highly nutritional vet formulated choice I was bound to invest,’ she said.
‘The big test came though, after the den, when I offered the food and treats to my pack of dogs and they literally woofed them down – that certainly sealed the deal.’
Since the show, the founders say both Meaden and Bartlett have played a key role in shaping the company’s growth strategy and long-term direction.
Omni plans to expand its range further, including new supplements, cat products and what it describes as a ‘groundbreaking’ natural weight loss powder for dogs — dubbed ‘Ozempic for dogs’.
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