Daily Markup #1015: Notti bags US$500K to improve pet health with premium quality food; reaching more pet lovers in Malaysia, Singapore, Philippines

Photo credit: Notti Pet Food

Slow-baked fast food

  • Frustrated by the lack of high-quality food in the market for her pets, Keyee Yap launched Southeast Asia’s first slow-baked super premium kibbles.
  • After bootstrapping in the initial months, her startup Notti just raised US$500K from 500 Global and First Move! The fresh capital will drive Notti’s strategic initiatives, including the launch of new product lines and market expansion in the Philippines and Singapore.
  • Low-quality pet food can be detrimental to pet health, and Notti’s slow-baked pet kibbles and treats were created to offer a superior alternative. Their recipes use 100% human-grade meat and are enriched with fruits, vegetables, probiotics, and prebiotics. Say goodbye to meat meal and ambiguous labeling!
  • Got picky eaters? Most approve of Notti too! 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.
  • 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.”
  • 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.
  • Congratulations to the Notti team!
  • Read the full story on Digital News Asia.


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