HEY HOLY

HEY HOLY, founded in 2022 by Annika Rahm and Charlotte Dehnert (formerly Schwiete), is a German direct-to-consumer pet food company specializing in breed-specific dog nutrition. The venture originated from Rahm's personal search for a suitable diet for her Doberman, a breed prone to specific health issues like Dilatative Kardiomyopathie (DCM), which can be partially managed through targeted nutrition. This personal quest, combined with Dehnert's background in human nutrition, sparked the realization that a scientific, tailored approach was largely missing in the dog food market.

The founders possess complementary professional backgrounds; Rahm brings experience from McKinsey's private equity practice, overseeing finance and operations, while Dehnert's history with L'Oréal and Roland Berger informs her leadership in brand, marketing, and product development. They united with veterinarian Dr. Helena Bröring Veith and a leading professor in animal nutrition to develop their core product line. This collaboration resulted in scientifically formulated recipes designed to address the unique genetic predispositions and health requirements of different dog breeds, moving away from a one-size-fits-all model.

Operating primarily through a subscription-based e-commerce model, HEY HOLY delivers its products directly to dog owners. This strategy aims to provide a consistent nutritional plan for each dog, as the company recommends a single, optimized formula per breed. The product portfolio includes dry food, soft food, wet food, and supplementary snacks and health products like dental chews and joint powders. Their offerings are categorized by breed groups such as Bulldogs, Retrievers, Shepherds, and Minis. The business has demonstrated significant traction, reporting over 20,000 active subscribers by mid-2025.

HEY HOLY has successfully secured funding to fuel its growth, including an initial investment of nearly €1 million from business angels in December 2022 and a subsequent €2 million seed round in October 2023. A major early-stage VC funding round of $6.65 million was completed in July 2025, with participation from firms like Five Seasons Ventures, who were attracted by the company's high customer retention metrics and differentiated market position. The company operates on a remote-first basis and is headquartered in Marnheim, Germany.

Keywords: breed-specific dog food, direct-to-consumer pet food, subscription pet food, German startup, animal nutrition, pet wellness, personalized pet care, e-commerce pet products, veterinary-developed dog food, canine health, dog breed nutrition, pet food delivery, Annika Rahm, Charlotte Dehnert, Five Seasons Ventures, premium dog food, dog health supplements, online pet supplies, European pet market, scientifically formulated pet food