Yummers Company Profile

Background

Yummers, established in 2021, is an omnichannel pet lifestyle brand dedicated to enhancing pet mealtime experiences. Co-founded by Rebecca Frechette Rudisch, a seasoned executive in the pet and consumer products industry, along with Antoni Porowski and Jonathan Van Ness, stars of Netflix's "Queer Eye," Yummers aims to provide high-quality, flavorful, and nutritious meal enhancements for pets. The company's mission is to empower pet parents to create extraordinary moments with their pets by offering products that add variety and nutrients to their meals.

Key Strategic Focus

Yummers specializes in producing premium food mix-ins for dogs and cats, designed to enhance the flavor and nutritional value of standard pet meals. Their product lines include "Gourmet Mix-Ins," featuring freeze-dried single-ingredient proteins and tender morsels in flavors such as Chicken, Beef Liver, Cheddar Cheese, Salmon & Sweet Potato, and Turkey & Cranberry. Additionally, "Functional Mix-Ins" are formulated to address specific health needs, including skin and coat health, digestive support, and heart health. By focusing on high-quality, grain-free, and meat-first ingredients, Yummers targets pet owners seeking to enrich their pets' diets without changing their primary food sources.

Financials and Funding

In October 2022, Yummers secured a $6.3 million seed funding round led by L Catterton, a prominent consumer-focused private equity firm. Other participants included Caravan, FS Investors, C&S Family Capital, Platinum Mile Ventures, and Louis Kreisburg. The capital is intended to support Yummers' omnichannel brand strategy, including its national partnership with Petco, and to scale retail distribution, inventory, research and development, and marketing efforts.

Product Development

Yummers' initial product offerings comprised 18 varieties of high-quality food mix-ins for both dogs and cats, designed to add flavor, variety, and nutrients to pets' meals. In September 2023, the company expanded into the freeze-dried pet food category, launching new freeze-dried dog food formulas. These formulas aim to bridge the gap between traditional kibble and raw foods, catering to pet owners seeking minimally processed diets for their pets. The freeze-dried dog food is formulated with high-quality proteins and superfoods, available in varieties such as Chicken & Beef Recipe, Salmon & Beef Recipe, and Salmon & Lamb Recipe.

Technological Platform and Innovation

Yummers distinguishes itself through its commitment to high-quality, minimally processed ingredients and sustainable practices. The company's products are sourced, manufactured, and packaged in the USA, utilizing sustainable printing inks and post-consumer recycled (PCR) packaging to reduce environmental impact. By focusing on freeze-dried technologies, Yummers preserves the nutritional integrity of its ingredients, offering pet owners convenient and nutritious options for their pets.

Leadership Team

Rebecca Frechette Rudisch, Co-Founder and Chief Executive Officer: With over 25 years of experience in consumer products and retail, Rudisch has held leadership roles at Petco, Target, Best Buy, 7-Eleven, and H-E-B. At Petco, she served as Executive Vice President, Chief Merchandising & Marketing Officer, overseeing merchandising, marketing, product innovation, design & development, and sourcing.

Antoni Porowski, Co-Founder: Known for his role as the food and wine expert on Netflix's "Queer Eye," Porowski is a New York Times Bestselling Author and has a lifelong passion for food and nutrition. He brings his culinary expertise and love for pets to Yummers, contributing to product development and brand vision.

Jonathan Van Ness, Co-Founder: An Emmy-nominated television personality, author, and comedian, Van Ness is also a devoted pet parent. He leverages his public platform and passion for animals to promote Yummers' mission and engage with the pet owner community.

Competitor Profile

Market Insights and Dynamics

The pet food industry has experienced significant growth, driven by the increasing humanization of pets and demand for premium, health-focused products. Pet owners are investing more in high-quality nutrition and personalized feeding solutions, creating opportunities for brands like Yummers that offer innovative meal enhancements.

Competitor Analysis

Yummers operates in a competitive landscape with several notable companies:

Butternut Box: A direct-to-consumer pet wellness brand based in London, offering freshly prepared dog food delivered to customers' doors.

The Hungry Puppy: A pet food and supply retailer located in Farmingdale, US, providing a range of pet products and services.

Crazy Dog: An online pet supplies shop brand based in China, offering a variety of pet products through e-commerce platforms.

Mammaly: Also known as Peturo, this Cologne-based company produces natural dog food, focusing on health and wellness.

These competitors emphasize direct-to-consumer models, natural ingredients, and personalized pet nutrition, reflecting the industry's shift towards premiumization and customization.

Strategic Collaborations and Partnerships

Yummers has established a significant partnership with Petco, making its products available in over 1,000 Petco locations and on Petco.com. This collaboration enhances Yummers' retail distribution and aligns with Petco's commitment to offering high-quality, innovative nutrition options for pets.