Michael Waxman, the CEO of dog food startup Sundays, has introduced a new product, which is an air-dried kibble alternative.
He stated that the dog owners are never in shortage of food, however, there is always room for something new.
The company soft-launched this product back in February, which now has over 1,000 paying customers. It is launching worldwide and has announced that it has received around $2.27 million in funding from Box Group, Red Sea Ventures, Great Ox Ventures, Zach Klein, and others.
Waxman said that the food market has two sectors. Firstly, there is kibble, which is healthy and affordable but not as healthy. The second category is the refrigerated foods, including options like the Farmer’s Dog, which are quite healthy but pricier.
“They are quite inconvenient. You won’t find people as crazy about their dogs as we are, and we would do anything for our dogs,” he added. Some Hollywood actors also love dogs, like Ricky Grevias.
For dog owners who rely on Kibble, Waxman stated that the startup provides a higher quality product that tastes way better and doesn’t compromise on the inconvenience people are used to. Owners who currently pay for refrigerated products will get an increase in taste, without relying on quality and taste.
Several customers said that the food was just like beef jerky. However, Waxman stated that in taste tests, the dogs chose Sundays to premium kibble.
The food is available for subscription and one-time purchase. A single 40-ounce box costs $75, while the same box costs $59 through subscription.
According to Waxman, getting to this point wasn’t easy. Sundays used a USA-monitored jerky kitchen to create the new form factor.
He stated, “The launch of the product took a long time. However, we are really excited about the long term features. Ultimately, it would act as a deep moat to prevent customers from offering differentiated and high-quality products.”
