Pepette

About Pepette

Pepette is a direct-to-consumer company operating in the French pet food market, positioning itself as an alternative to traditional, ultra-processed pet food. Founded in June 2019 by Marine Thersiquel, the company was born from her concerns about the lack of transparency and quality in the pet food industry, a realization sparked by a TV report and research into the American market. Thersiquel, who previously worked in the baby food sector, applied her experience to animal nutrition after growing up surrounded by animals she affectionately called "Pepettes".

The company's core business revolves around a subscription-based model for fresh, personalized meals for dogs and cats, delivered directly to customers' homes. Revenue is generated through these flexible, non-binding subscriptions, with pricing tailored to each pet's specific profile. Clients create a nutritional profile for their pet online, detailing factors like age, weight, and lifestyle. Using a proprietary algorithm co-developed with veterinarian Guillaume de Zan, Pepette calculates the pet's specific energy needs and recommends a custom meal plan. The meals are made with human-grade ingredients, sourced from French producers, and are slow-cooked at low temperatures to preserve nutrients. Recipes, formulated and validated by veterinary nutritionists, are free from preservatives and fillers.

Pepette has demonstrated significant growth and investor confidence. The company secured an initial seed round of €150,000 in 2019 from friends and family, followed by a €1.2 million round in 2020 from business angels. A subsequent Series A funding round in June 2022 raised €6 million from investors including Ambrosia, Go Capital, and notable figures from the food industry. This capital was earmarked for building its own 1,500-square-meter production facility in the Centre-Val de Loire region, which was set to launch in early 2024, shifting away from outsourced manufacturing. This move aims to control the value chain, create local employment, and scale production to serve over 100,000 subscribers. In addition to its core meal service, the company has expanded its offerings to include nutritional supplements and video consultations with veterinarians.