Notti Pet Food secures US$500K seed funding to elevate pet health & nutrition standards in Southeast Asia

• Aims to reach 200 online and offline distributors by the end of 2024
• Funding will support new product launches, expansion into the Philippines & Singapore

Notti Pet Food, the innovative pioneer behind Southeast Asia’s first slow-baked super premium kibbles, has secured a seed investment of US$500,000 (RM2.4 million) from 500 Global and First Move, marking a major milestone in the bootstrapped company's journey.

The startup, dedicated to elevating pet health and nutrition standards across Southeast Asia, announced that this new capital will drive its strategic initiatives, including launching new product lines and expanding into the Philippines and Singapore markets.

According to Standard Insights’ latest Consumer Report Malaysia 2023, over half of Malaysians (51.1%) currently own pets, a figure expected to rise. As pet ownership grows, so does the demand for pet food, with limited high-quality options available. This trend has prompted Notti to offer a superior alternative to traditional pet food. Their unique product line features 100% human-grade meat, enriched with fruits, vegetables, probiotics, and prebiotics. 

This sets Notti apart from commercial brands that rely on meat meal and ambiguous labeling. Using real ingredients and a gentle 90°C slow-baking method, Notti preserves nutritional integrity, unlike the high-temperature extrusion processes used by major brands.

Notti's products have received veterinary endorsements, exceed international Association of American Feed Control Officials Nutrient Standards, and are suitable for all ages, breeds, and sizes.

Keyee Yap, founder of Notti Pet Food, emphasized, “Notti is more than just a brand; it embodies our belief that pets are cherished family members. As a dedicated pet lover myself, my team and I are committed to ensuring your pets receive nourishing meals and an experience that recognizes the special bond we share with them.”

Khailee Ng (pic), managing partner at 500 Global, highlighted Notti’s team strengths: “Beyond being a pet food company, Notti is a pet-focused entity with a roadmap for multiple revenue streams and products. With experience in building similar ventures for humans, we’re excited to support their growth in the expanding pet sector.”

Audra Pakalnyte, partner at First Move, highlighted Notti's potential as she stated, "At First Move, we seek out founders with grit, deep know-how, and passion, and Yap embodies all of these qualities. From our first meeting, it was clear that her commitment to solving real problems, innovating, and maintaining high standards in the pet industry was a driving force behind Notti. We're excited to support Notti as they continue to grow and make a significant impact”.

In addition to advancing pet health and nutrition, Notti actively participates in Trap-Neuter-Return programs and charitable campaigns, including donating pet kibbles to animal shelters. Their focus on innovation, nutrition, and animal welfare reflects their mission to foster a healthier and more compassionate world.

Currently available in over 100 pet shops across Malaysia, Singapore, Hong Kong, and the Philippines, Notti aims to expand to 200 online and offline distributors by the end of 2024, signaling confidence in driving substantial business growth and benefiting pets worldwide.