Smalls is a cat-only fresh pet food brand that makes ultra-high-protein, human-grade fresh meals formulated for feline long-term health. The company positions its products as avoiding carbs, grains, and unnecessary ingredients common in many cat foods. Smalls says its food yields healthier, more energetic cats and has created a community and conversation among cat owners. Founded in 2017, the brand emphasizes cat-specific nutrition after decades of pet brands focusing on dogs. Financially, Smalls had previously raised more than $35 million in funding prior to the latest round. The company plans to expand growth with the support of its new lead investor, including TV-driven customer acquisition. Smalls produces ultra-high-protein, human-grade fresh food and batch-cooked meal plans sold direct-to-consumer with an exclusive focus on feline nutrition. The company positions itself as a cat-first brand addressing what it describes as long-standing underinvestment in cat-specific products. Since launching in 2017 Smalls has generated eight-figure sales and says it has fed more than 100,000 cats. The recent capital infusion will be used to make the brand more accessible as it enters retail for the first time and to increase product offerings. Smalls plans to expand headcount by nearly 25% and highlights a people-first culture, including a fully remote, four-day work week. The company frames the opportunity against a growing pet industry and rising consumer investment in premium pet care. Smalls sells direct-to-consumer cat food, offering fresh human-grade chicken and beef, freeze-dried proteins (chicken, turkey, duck), treats and non-food items like litter and toys. The company launched in 2018 and was started by co-founders Matt Michaelson (CEO) and Calvin Bohn (COO), who began by cooking food in their New York City apartments before moving into Brooklyn Foodworks. Smalls now manufactures its cat food in a facility in Chicago. After taking a quiz on Smalls' website, subscription plans were offered at roughly $3–$4 per cat per day. Management reports "several thousand" active subscribers, up 4x year-over-year. The company says pandemic-driven pet adoption and a shift toward direct-to-consumer purchasing are growth tailwinds, though it has faced some supply-chain challenges.

Total raised

$28M

Funding rounds

3

Latest round

Equity

Latest activity

Mar 2023