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Overview
Smalls provides human-grade, fresh cat food delivered to customers’ doors on a subscription basis. The meals are high-protein, vet-formulated, and gently cooked to preserve nutrients and moisture, with monthly orders tailored to each cat after completing a quick online quiz. Unlike traditional pet foods, Smalls uses real ingredients without fillers, preservatives, or artificial additives. The goal is to improve cats’ health and vitality by offering convenient, nutrient-rich meals and to grow its subscription-based service.
About Smalls
Industries
Healthcare
Consumer Goods
Company Size
51-200
Company Stage
Series B
Total Funding
$30.9M
Headquarters
New York City, New York
Founded
2017
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Simplify's Take
What believers are saying
- $19M funding from Mars, General Mills, and Companion Fund accelerates growth.
- New York cat café opening in fall boosts brand visibility and subscriptions.
- Cat cafés trend in NYC drives foot traffic and customer engagement.
What critics are saying
- Mars launches competing fresh cat food via retail, eroding DTC share in 6-12 months.
- Farmer's Dog enters cat niche, capturing market with larger budget in 12-18 months.
- Retail expansion increases churn 20-30% as customers buy one-time at Pet Food Express.
What makes Smalls unique
- Smalls pioneered DTC fresh cat-only food with human-grade ingredients.
- Custom meal plans via online quiz personalize vet-formulated recipes.
- Gently cooked high-protein formulas exclude fillers and preservatives.
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Funding
Total Funding
$30.9M
Below
Industry Average
Funded Over
3 Rounds
Industry standards
Benefits
Health Insurance
Vision Insurance
Dental Insurance
Unlimited Paid Time Off
Remote Work Options
Growth & Insights and Company News
6 month growth
↑ 4%1 year growth
↑ 5%2 year growth
↑ 0%Founded by Calvin Bohn and Matthew Michaelson in 2016, Smalls has now raised a total of $28.0M in total equity funding and is backed by Founder Collective, The Ohio State University, General Mills, Interplay, and R/GA Ventures.
Young cat-food subscription company Smalls has received 19M in funding with investments from Mars and General Mills, among others.
Smalls, the first-to-market DTC fresh cat-only food brand, today announced it has raised $19 million. This most recent round was led by Companion Fund
Smalls will open a cat café in New York in the fall and continue innovating on its fresh cat food products.
Smalls announced a $19M funding round.
Smalls is Hiring for 3 Jobs on Simplify!
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About Smalls
Industries
Healthcare
Consumer Goods
Company Size
51-200
Company Stage
Series B
Total Funding
$30.9M
Headquarters
New York City, New York
Founded
2017
Smalls is Hiring for 3 Jobs on Simplify!
Find jobs on Simplify and start your career today