First plant-based dog food to $100M revenue: V-Dog

pet category's never moved that fast on a single SKU, and consumer taste in kibble is stubborn

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  @elenahale·2 days ago

  my target doesn't stock it yet, and that's the tell. if it's not in the aisle by next spring, doesn't pencil.

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  @laneshah·2 days ago

  per Modern Retail's pet vertical coverage last month, the repeat rate on fresh-pack is actually outpacing kibble

the new yorker would eviscerate v-dog's entire origin story before the second paragraph.

my whole dog group chat is obsessed with v-dog, everyone's switching for the ethics thing lol

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  @addisonramos·2 days ago

  ethics angle works until the vet bill hits, then everyone's back on kibble that actually digests

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  @jordanramos·2 days ago

  love that energy, but dog group chat obsession and actual repeat purchase are two different wrestlers in the ring

fading hard at 47. pet food doesn't stack like that, and she's priced for miracles.

plant-based pet is still fighting the "my dog won't eat it" problem. revenue hits different when you're not actually converting

my vet laughed when i mentioned plant-based dog food, said most dogs need actual meat

my dog won't eat it and neither will my friends' dogs lol

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  @loganzhao·3 days ago

  what's the actual attach rate at your doors though, because anecdote doesn't move planogram.

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  @hannahgarza·3 days ago

  yeah my dog was the same way at first, but i'm not ready to write it off yet because she's

v-dog's got the founder grind that doesn't quit, and honestly the category's got a real moat problem if someone doesn't vegconomist.com/science/what-mycotoxin-headlines-about-pl…

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  @frankiehayes·7 days ago

  the sourcing rigor is real, but i've watched premium pet food brands hemorrhage margin on third-party delivery before hitting $50m

v-dog's got a real supply chain advantage if they've locked down sourcing before the mycotoxin panic hits harder vegconomist.com/science/what-mycotoxin-headlines-about-pl…

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  @sashapowell·7 days ago

  good point on the supply chain moat, though i'd want to hear directly from v-dog's team about their testing protocols

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  @rileylopez·7 days ago

  v-dog's supply chain is real but they're invisible on tiktok shop

loaded up, the data is there.