Drizzle on top: a new high-end dog food brand is coming for the 1%

In an increasingly competitive pet food market, Hillary Coles is launching her new company, Golden Child, with a focus on high-quality dog food designed for discerning pet owners. Speaking on a call shortly before her brand's debut, Coles reflected on her initial skepticism when approached by Atomic Labs. "I had the same reaction you did," she admitted, revealing her surprise at the idea of entering the dog food sector. Coles, who co-founded Hims & Hers, brings a wealth of experience in consumer strategy and brand management to her new venture. After a brief hiatus to raise her children, she is now ready to tackle the pet food industry, an area she previously hadn’t considered. The inspiration behind Golden Child stems from a unique approach taken by Atomic Labs, which employs what they term 'painted door tests'—lightweight experiments that gauge actual consumer interest rather than mere preferences. Research conducted by Atomic in the pet food sector uncovered significant consumer dissatisfaction, with 11,000 reviews highlighting common issues such as food preparation difficulties and health concerns for pets. Coles and her co-founder, Quentin Lacornerie, argue that the pet food industry has largely stagnated over the past decade, despite the market's growth in premium and human-grade offerings. They emphasize the evolving expectations of dog owners, who increasingly seek the same quality and transparency in pet food that they apply to their own diets. Golden Child is debuting with two standout products: a fresh frozen meal system and an innovative shelf-stable liquid topper, dubbed the 'drizzle.' This topper can enhance any dog meal, retailing at $19.95 per bottle, while the meal system starts at $3 per day, with subscription options available. The company prides itself on using human-grade ingredients and has partnered with a team of experts, including a PhD in animal nutrition and a renowned chef. Coles highlighted the importance of quality in their offerings, noting that the food is produced in multiple U.S. facilities utilizing rigorous supply chain standards. As Golden Child emerges from stealth mode, it has announced a substantial $37 million in funding, including a seed round and Series A led by Redpoint Ventures. This financial backing underscores the need for serious expertise in the pet food market, as the company aims to establish itself as a household name. Looking ahead, Coles hinted at potential expansion into other pet-related products, from shampoos to travel accessories, reflecting a growing trend among pet owners who wish to integrate their pets into all facets of their lives. With a clear vision for the future, Golden Child is poised to make a significant impact in the pet food industry.