Dog Heroes

Dog Heroes is an Italian direct-to-consumer company operating in the pet food market, specifically focusing on fresh, personalized meals for dogs. Founded in Milan in 2019 by Pierluigi Consolandi, Marco Laganà, and Gregoire Desforges, the company was established to address a gap in the market for healthy, convenient dog nutrition. The founders' goal was to make a home-cooked style diet, widely considered a healthier alternative, accessible and simple for all dog owners.

The company's business model is centered on a subscription-based service that delivers fresh, pre-portioned dog food directly to customers' homes. Revenue is generated through these recurring subscriptions, which can be flexibly scheduled for delivery every two, three, or four weeks. Clients use the Dog Heroes website to create a profile for their dog, inputting details such as breed, age, weight, activity level, and sterilization status. A proprietary algorithm, developed in collaboration with veterinary nutritionists, then calculates the dog's specific daily caloric needs and creates a customized meal plan. This approach targets a growing demographic of pet owners who view their dogs as integral family members and are increasingly attentive to their dietary needs.

Dog Heroes' core product consists of meals made from human-grade ingredients, including a high meat content (over 60%), vegetables, and cereals, all sourced and produced in Italy. The recipes are formulated to comply with FEDIAF (European Pet Food Industry Federation) guidelines, ensuring they are nutritionally complete and balanced. The food is cooked using a sous-vide method (oven-cooked in vacuum-sealed bags) to preserve nutrients and is then refrigerated. This integrated model gives the company control over the entire process, from raw material sourcing to production and delivery. The company has also demonstrated a commitment to sustainability by using recyclable or reusable packaging and optimizing surplus quality ingredients from human food production.

Since its launch, Dog Heroes has shown significant growth. The company was initially funded in 2020 through a €400,000 pre-seed round from a group of business angels. This was followed by a €1 million funding round in 2021, raised through a combination of equity crowdfunding on Mamacrowd (€650,000) and contributions from private investors and funds (€350,000). These funds were earmarked for building a new production facility, enhancing the digital platform, and investing in marketing. By early 2021, the company had served over 2,200 dogs with more than 140,000 meals across Italy. More recent funding includes revenue-based financing to support marketing investments and planned expansion into B&M retail channels.

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