🐶 Drizzle on top: Golden Child, the high-end dog food brand going after the top 1%

Golden Child emerges from stealth with two “five-star” products: a frozen fresh-meal system and —most notably— a liquid topper called “drizzle” designed to be added to any food (kibble or other meals). The bottle of drizzle costs $19.95; meals start from $3 a day and are sold mainly by subscription, with a starter box for those who want to try.

Founder Hillary Coles (ex Hims & Hers) and Quentin Lacornerie based the launch on quick market experiments (the so-called “painted door tests” from Atomic) and on the analysis of 11,000 reviews of existing fresh products, which pointed to recurring problems: inconvenience, dogs with upset stomachs and cumbersome preparation. Golden Child says it developed recipes created by a PhD in animal nutrition, a certified veterinary nutritionist and a professionally experienced chef; it also produces in the U.S. using “human-grade” supply chains and features a “protein block” to improve the amino-acid profile of chicken and beef.

The company announces $37 million in funding (seed + Series A) led by Redpoint, with participation from Atomic and A‑Star. It currently has 12 employees —including the nutrition team and the chef as in-house staff— and plans to expand beyond food (care, accessories, veterinary services) to become a household brand.

Source: TechCrunch