Dragons' Den Success Story: Omni Pet Food Soars to £11 Million Revenue
A fast-growing pet food startup that impressed investors on the BBC's Dragons' Den has skyrocketed to £11 million in annual recurring revenue within a single year following its television appearance. Omni, a veterinary-founded brand specializing in plant-based dog food and supplements, secured backing from Deborah Meaden and Steven Bartlett during its pitch in February 2025.
Rapid Growth and Market Expansion
Since the show, Omni has experienced explosive growth, adding over 100,000 new customers and closing 2025 with £8.4 million in sales. This marks a dramatic increase from £2.7 million in 2024 and £1.2 million the previous year. Founded by veterinarian Guy Sandelowsky and entrepreneur Shiv Sivakumar in 2020, the company was born from Sandelowsky's observation of widespread, preventable nutrition-related illnesses in pets.
Omni now offers a comprehensive range of products, including dry and wet dog food, dental sticks, and supplements designed to address common health issues such as gut health, mobility, bladder care, and irritated skin. Sandelowsky highlighted on Dragons' Den that rising health problems in pets revealed a significant market gap.
Investment and Strategic Partnerships
During their Den appearance, the founders secured a £75,000 investment in exchange for a 2.5% equity stake, valuing the business at £3 million at the time. Deborah Meaden explained her decision to invest, citing both personal interest and product quality. "I had already been looking for a healthy, balanced alternative to processed meat dog food," she said. "When Guy and Shiv presented Omni and its credentials as a highly nutritional vet-formulated choice, I was bound to invest."
Meaden added that the real test came after the show when her dogs enthusiastically consumed the products, solidifying her confidence in the brand. Both Meaden and Bartlett have played crucial roles in shaping Omni's growth strategy and long-term direction since the investment.
Future Plans and Industry Impact
Omni's momentum has continued into 2026, with a new partnership announced in January with broadcaster and naturalist Chris Packham, further enhancing its profile. The company plans to expand its product line, including new supplements, cat products, and a natural weight loss powder for dogs, dubbed "Ozempic for dogs."
This success story underscores the transformative power of Dragons' Den for innovative startups, demonstrating how strategic investments and media exposure can propel a business to remarkable financial heights in a competitive market.
