Notti Pet Food Secures $500K Seed Funding to Elevate Pet Health & Nutrition Standards in Southeast Asia

Southeast Asia’s First Slow-Baked Super Premium Pet Kibbles Brand, a Malaysian homegrown company raised $500,000 from 500 Global and First Move to accelerate the growth of their pet-focused offerings

Notti Pet Food Secures $500K Seed Funding to Elevate Pet Health & Nutrition Standards in Southeast Asia
Notti Pet Food Team from left: Amelia Tang (Operation Manager), Shing Wei (Marketing Manager), Ke Yee (Founder) and Sarah Koay (Product Manager)

Kuala Lumpur, 20 June 2024Notti Pet Food, the innovative pioneer behind Southeast Asia’s first slow-baked super premium kibbles, has secured seed investment of MYR 2.4 million (USD 0.5 million) from 500 Global and First Move, marking a major milestone in the bootstrapped company’s journey. Notti’s mission is to elevate pet health and nutrition standards across Southeast Asia. The new capital will drive Notti’s strategic initiatives, including the launch of new product lines and market expansion in the Philippines and Singapore.

Over half of Malaysians (51.1%) currently own pets – a number expected to rise in the coming years, according to Standard Insights’ latest Consumer Report Malaysia 2023. As pet ownership grows, the demand for pet food increases, leading the industry to select lower-quality options as the choices for high-quality pet food are very limited. This compromises the overall pet food quality and can be detrimental to pet health.

Notti was created to offer a superior alternative to traditional pet food. Their unique product line uses 100% human-grade meat and is enriched with fruits, vegetables, probiotics, and prebiotics, setting it apart from commercial brands that rely on meat meal and ambiguous labeling. Using real ingredients and a gentle 90°C slow-baking method, Notti preserves the nutritional integrity of the ingredients, compared to the high-temperature extrusion processes used by major brands. Their products have received veterinary endorsements, exceed international AAFCO (Association of American Feed Control Officials) Nutrient Standards, and are suitable for all ages, breeds, and sizes.

Notti Pet Food Secures $500K Seed Funding to Elevate Pet Health & Nutrition Standards in Southeast Asia
From left: Ke Yee (Founder of Notti Pet Food), Amanda Cham (500 Global), Joel Neoh (First Move), Audra Pakalnyte (First Move)

Keyee Yap, Founder of Notti Pet Food, shared her enthusiasm, “Notti is more than just a brand; it embodies our belief that pets are not merely animals but cherished family members. As a dedicated pet lover myself, my team and I are committed to ensuring your pets receive not only nourishing meals, but also an experience that acknowledges the special bond we share with them. Let’s create a world where pets are celebrated, valued, and provided with the care they truly deserve.”

Khailee Ng, Managing Partner at 500 Global, elaborated on Notti’s team strengths: “What begins as a pet food company is really a pet-focused company with a roadmap of multiple revenue streams and products. The team has experience building this in the past for humans, and as pet spending continues to grow, we’re excited to be supporting this for pets alongside Notti!”

Audra Pakalnyte, Partner at First Move, highlighted Notti’s transformative potential: “At First Move, we seek out founders with grit, deep know-how, and passion, and Ke Yee embodies all of these qualities. From our first meeting, it was clear that her commitment to solving real problems, innovating, and maintaining high standards in the pet industry was a driving force behind Notti. Her unwavering dedication to top-notch pet nutrition and improving pet well-being across Southeast Asia is truly inspiring, and we’re excited to support Notti as they continue to grow and make a significant impact”.

In addition to pioneering advancements in pet health and nutrition, Notti actively participates in Trap-Neuter-Return (TNR) programs and launches campaigns that educate and contribute to charitable causes, such as donating pet kibbles to animal shelters to support the stray community. Notti’s dedication to innovation, nutrition and animal welfare underscores its mission to foster a healthier and more compassionate world. Available today in over 100 pet shops across Malaysia, Singapore, Hong Kong, and the Philippines, the team aims to reach 200 online and offline distributors by the end of 2024, reflecting their confidence to drive significant business growth and make a difference to pets everywhere.

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