310 West 14th North Street, NY
(+1) 88 700 600

CPGInnovation of the WeekStartupsJune 10, 20220Innovation of the Week – June 10, 2022

by Brooke Bender

Healthybud – CPG



What it is: 

Healthybud is a pet wellness brand that offers treats, toppers, and food for dogs that are made from superfoods. 

They claim their products non-GMO, grain-free, are made from human-grade ingredients, and they are backed by nutritional science.  The company offers free shipping to the U.S. and Canada and orders can be adjusted at any time.

Healthybud meal bites and dinner patties are freeze-dried – which offers the benefits of raw food in a more convenient dried format.  Both products are offered in Beef and Turkey flavors.  The company claims that these products have been formulated to exceed the nutritional levels established by the AAFCO Dog Food Nutrient Profiles for All Life Stages.

“Meal Toppers” are functional superfood bites in three flavors: Turkey Gut Booster, Beef Joint Booster, and Duck Calming Aid.  They are soft chews that can be used daily as a treat or be placed on top of the dog’s food at mealtimes.  The Turkey Gut Booster can improve digestive health using prebiotics, digestive enzymes, and superfoods for good gut bacteria.  Beef Joint Booster can help hip & joint mobility while reducing and preventing pain associated with inflammation.  Finally, the Duck Calming Aid helps calm the dog and relieve anxiety with naturally calming superfoods.    

Their final product line is a range of single ingredient all-natural treats in four flavorsThe Beef Lung flavor is high in protein, iron, and essential nutrients, boosts metabolism, strengthens muscles and bones, and helps the nervous system and brain functionSweet Potato helps maintain healthy skin, coat, eyes, nerves, and muscles and improves digestionBanana Crisps are low-calorie for training and can settle a dog’s stomachCod Skins can be helpful for healthy skin and coat.   

Who Made It? 

Healthybud was co-founded in 2019 by Kyle Feigenbaum, Adrien Malka, and Dana Ben DavidThe company is based in Montreal, CanadaTheir idea for the business was based around the fact that good food heals. By pairing unique superfood ingredients with scientific research (backed by vets and universities), they could help dogs live a longer, happier, and healthier lifeAll three co-founders are involved in daily operationsKyle has a background in finance and is the Growth Strategist, Adrien – a lawyer – serves as the Formulator, and Dana works as the Creative Director and creates the framework for Healthybud’s design, branding, and community. 

Funding status: 

  • The company raised CAD 650K of seed funding in a deal led by David Ngo on May 16, 2022. Bernard Prevost and other undisclosed investors also participated in the round. The funding will be used by the company in paid marketing strategies and to hire additional employees in sales, operations, and marketing roles. 
  • The company raised CAD 350K of pre-seed funding in the form of convertible debt on an undisclosed date. 

Why we like it: 

  • The brand is less than four years old, but is already carried in almost 500 stores across North America, and has a community of over 15,000 pet parents online 
  • We’ve seen products boasting functional benefits in food & beverage for years, which are now well established.  It makes sense that this trend would expand into pet food in a meaningful way.

Did you know?  

“We [are seeing a] greater focus on functional food ingredients that are customized for specific needs from the species level to an individual pet,” said Jorge Martinez Carrillo, president, pet solutions for ADM Animal Nutrition, a manufacturing, nutrition and marketing business that offers a wide range of products for the animal nutrition market. “There is a growing need for science-backed, real-food solutions that support proactive health management.” 

The need for functional pet products seems to be one with staying power, according to the industry. 

Source Article 


Leave a Reply

Your email address will not be published. Required fields are marked *