Luxury dog food brand Drizzle targets premium pet owners

The pet food category has grown increasingly crowded, which is exactly why Hilary Coles initially approached the idea of launching a new company in the space with hesitation. Speaking ahead of the debut of her new venture, Golden Child, Coles acknowledged that her first reaction was to question whether the market truly needed another entrant.

Coles previously co-founded Hims & Hers in 2016 alongside Andrew Dudum, Jack Abraham, and Joe Spector, where she spent several years leading brand strategy, product development, and consumer-focused initiatives. After stepping away to focus on her family, she returned with a new opportunity shaped by a different approach to product development.

That approach came from Atomic, founded by Abraham, which uses what it calls “painted door tests” — early-stage experiments designed to measure actual consumer behaviour rather than stated preferences. When Atomic applied this method to the pet food sector, it identified strong demand signals. The team then analysed approximately 11,000 customer reviews of existing fresh dog food products, uncovering recurring complaints about inconvenience, health concerns, and preparation challenges.

According to Coles and co-founder Quentin Lacornerie, these insights revealed persistent gaps in a market that, despite its apparent saturation, still leaves many consumer expectations unmet. They argue that while premium and human-grade pet food options have expanded, the needs of modern pet owners — particularly those focused on health, nutrition, and ingredient transparency — have evolved faster than the products themselves.

Lacornerie, who also worked at Hims & Hers, draws parallels between this opportunity and earlier shifts in consumer wellness. He notes that many pet owners now apply the same level of scrutiny to their pets’ diets as they do to their own, reflecting broader trends in health and lifestyle choices.

Golden Child is launching with two initial offerings designed for direct-to-consumer distribution. The first is a fresh-frozen meal system, while the second is a shelf-stable liquid product called a “drizzle” that can be added to existing dog food. The drizzle is offered as a flexible option that works with both Golden Child’s own meals and other pet foods, including traditional kibble. It is priced at $19.95 per bottle, while the meal system starts at approximately $3 per day and is primarily offered through a subscription model, with a starter package available for new users.

The drizzle product represents a particularly distinct concept within the lineup and may also offer stronger margins. When asked whether the company considered focusing exclusively on that product, Coles indicated that it is only the beginning of a broader product roadmap.

Golden Child’s products are manufactured in the United States using human-grade supply chains, a process that Lacornerie described as more complex than it may appear. The formulations were developed with input from a PhD-level animal nutrition expert, Megan Sprinkle, who is among a limited number of board-certified veterinary nutritionists in the country, as well as a professionally trained chef with experience working alongside figures such as Ina Garten and Guy Fieri.

The company has also introduced what it calls a “protein block,” designed to deliver chicken and beef with an enhanced amino acid profile beyond what standard cuts typically provide.

As it emerges from stealth, Golden Child is announcing $37 million in total funding, comprising both seed and Series A rounds led by Redpoint Ventures, with participation from Atomic and A*. The funding level reflects the company’s focus on building a team with specialised expertise, including in-house nutritionists and culinary professionals, rather than relying solely on external advisors.

The brand’s scope is intentionally broad, allowing for potential expansion into additional product categories. Coles suggested that future offerings could extend beyond food to include grooming, travel accessories, and even veterinary care services, reflecting the growing integration of pets into daily life.

Atomic’s track record includes both notable successes and challenges. Hims & Hers has grown into a publicly traded company with a multibillion-dollar valuation, while other ventures, such as OpenStore — co-founded by Abraham and Keith Rabois — have faced setbacks, including a significant valuation reduction and a strategic pivot.

With Golden Child, the founders are aiming to establish a long-term consumer brand that extends beyond pet food, positioning it as a broader lifestyle offering for pet owners rather than a single-category product company.