Buddy Bites’ plan to tackle pet meals giants? Donating pet food.

The startup is carving a distinct segment within the pet meals trade by doing good

The worldwide pet meals trade has lengthy been dominated by multinational giants like Hill’s and Eukanuba. And for many years, pet house owners have been hauling 10-20kg baggage of dry kibble from brick-and-mortar shops—lugging them dwelling, dragging them upstairs, and discovering house for them in already-cramped kitchens.

It was this precise trouble that sparked an concept for 2 mates.

Ryan Black, 34, and Chris Lee, 40, have been residing and dealing in Hong Kong once they started questioning why shopping for pet food needed to be so cumbersome and whether or not it might as an alternative be handy, nutritionally sturdy, and purpose-driven suddenly.

The reply to that grew to become Buddy Bites, a door-to-door philanthropic pet food model constructed on a easy promise: for each 2kg of dry kibble bought, 1kg is donated to animal shelters. Since launching in 2020, the corporate has fulfilled over 150,000 orders and constructed a rising base of shoppers—carving out market share from dominant gamers whereas feeding shelter canines one meal at a time.

We spoke with the founders of Buddy Bites to be taught extra about their enterprise and the way they’re reshaping the pet meals market.

It began over dinner

Rising up in the UK—Ryan in Edinburgh and Chris in Cheshire—the 2 by no means crossed paths till years later at a soccer membership, when each have been residing and dealing in Hong Kong.

On the time, they have been firmly planted in company careers. Chris was in monetary companies recruitment, whereas Ryan was in actual property finance and had simply accomplished his MBA. However even then, the latter had been toying with the thought of launching a direct-to-consumer model.

Over dinner one night, in early 2020, Ryan and his girlfriend (now spouse) have been at Chris’s condo once they seen a 15kg bag of pet food sitting within the nook of the kitchen. Ryan casually remarked that purchasing pet food in such massive baggage was cumbersome, and it wasn’t all the time straightforward to know precisely what went into them.

The remark was offhand, however it caught with them. What if they may construct a subscription-based pet meals model that not solely delivered premium diet on to properties, but in addition did good—supporting canine shelters alongside the way in which? The concept carried additional weight: each founders had adopted rescue canines themselves and knew firsthand the challenges shelters face.

Six months later, after researching potential companions and growing its proprietary kibble, Buddy Bites was born, bootstrapped by Chris and Ryan.

From day one, the founders’ philosophy was clear: easy on-line ordering, free supply throughout Hong Kong, premium nutritious kibble formulated with veterinarians, and a non-negotiable philanthropic trigger: for each 2kg of pet meals bought, 1kg can be donated to shelters.

The subscription-based enterprise mannequin was additionally an apparent selection for Buddy Bites. Pet house owners not needed to fear about working out of meals—as soon as they subscribed, deliveries arrived usually, hassle-free, straight to their door.

“We’re certain all pet house owners have encountered a minimum of as soon as of their lives—working out of meals with no spares able to go,” stated Ryan. “Because the world turns into extra centered on comfort, there’s no motive this shouldn’t lengthen to your canine’s meals. The subscription aspect was a no brainer.”

A formulation that resonated

That 12 months, Buddy Bites launched with simply two merchandise: a combined kibble for puppies and a duck-flavoured choice for grownup canines.

Provided that the founders had no background in pet diet, they introduced in vets and nutritionists from throughout Europe to assist formulate their recipes.

The enterprise started to achieve traction when its first shelter associate, Catherine’s Puppies (which can be the place Chris and Ryan adopted their rescue canines), posted about Buddy Bites’ mission on Fb—highlighting the pledge to donate pet meals to shelters.

Inside two weeks, that they had 70 orders. “That was an actual mild bulb second for us,” Chris stated. “Folks have been very eager to help shelters via us. We thought we is likely to be onto one thing.”

In a market more and more pushed by millennials and Gen Z customers—demographics recognized to care extra about each diet and social influence—Buddy Bites hit on a formulation that resonated.

The enterprise additionally listened intently to buyer suggestions. As such, requests for fish-based kibble and non-poultry choices ultimately led to salmon and lamb kibble variants being launched. At the moment, the enterprise’s vary of choices has expanded to 4 grownup flavours, three strains of treats, and two shelf-stable toppers that don’t want refrigeration—with extra within the pipeline.

Every of Buddy Bites’ merchandise undergoes in depth contaminant testing—screening for Salmonella, E. coli, and aflatoxins—to construct belief in a sector the place security scares can devastate younger manufacturers, emphasised Chris.

Belief issues much more as a result of the pet meals trade is overwhelmingly dominated by massive pet meals model gamers with many sub-brands beneath them.

Feeding 10 million meals with out sinking the enterprise

Regardless of early progress, the founders continued working full-time jobs and took no wage from Buddy Bites for a few 12 months. By 2022, each had give up their day jobs to deal with the enterprise full-time as demand grew.

After constructing a powerful enterprise in Hong Kong, Chris and Ryan appeared south and established a presence in Singapore in 2022.

At the moment, Buddy Bites donates round 20,000 kg of meals every month throughout the 2 markets. Since its launch, the corporate has donated greater than 10 million meals to shelters.

However how does the corporate handle to donate a lot whereas staying afloat? The reply lies in its enterprise mannequin.

Whereas most pet meals manufacturers depend on lengthy distribution chains, Buddy Bites retains issues lean by delivering primarily straight to clients. Past a small retail footprint in Hong Kong and stockists similar to Little Farms and Singpet in Singapore, the corporate’s gross sales stay largely direct.

Fewer middlemen, based on the founders, imply tighter margins, extra pricing management, and room to donate. “We expect we will deliver a greater product to market at an inexpensive value level and nonetheless have the flexibility to provide again within the course of,” Chris stated.

Though the value of Buddy Bites’ pet food begins at S$29.60 for 2kg of kibble per thirty days on a subscription (one-time purchases value about 20 % extra), which is pricier than choices from pet meals giants, clients are drawn by the transparency of elements, the comfort of doorstep supply, and the possibility to help shelters.

Since launching, the corporate has fulfilled over 150,000 orders. To fund additional growth, Buddy Bites has accomplished 4 fundraising rounds, elevating round US$2 million to gas its progress.

Past simply offering meals

Presently, Buddy Bites works usually with 15 shelters in Hong Kong and 7 in Singapore, similar to SOSD Singapore, Mdm Wong’s Shelter and Just4Paws, amongst different advert hoc donations. As of now, SOSD is Buddy Chunk’s largest beneficiary, receiving 1,200kg of pet food each month.

For those who informed us 5 years in the past that we’d be protecting virtually all of the shelters in Singapore and Hong Kong, we’d be completely over the moon. The affinity to donation and animal welfare is clearly driving a good portion of our progress.

Ryan Black, founding father of Buddy Bites

For some shelters, the influence is important and goes past feeding mouths.

Many, particularly much less well-known ones, wrestle to maintain the lights on. Working on tight budgets, they’re usually run by volunteers and are closely reliant on donations to cowl lease, electrical energy, and mounting veterinary payments which have elevated by greater than 30% since 2022.

With meals being one among shelters’ largest recurring bills, decreasing that burden permits funds to be redirected towards medical care and rehabilitation.

In that sense, Buddy Bites isn’t just a donor. In some instances, it turns into a part of a shelter’s working spine, Chris emphasised.

The connection between Buddy Bites and animal shelters is mutually rewarding.

In return for meals donations, shelters usually share Buddy Bites’ mission on social media, serving to increase consciousness of the model. On the identical time, shelters obtain a gradual provide of meals, permitting canines to take care of a constant weight-reduction plan—one thing essential to their well being and well-being.

The philanthropic loop additionally doubles as a buyer acquisition engine.

To additional increase its profile on high of donations, Buddy Bites additionally usually hosts pop-ups at occasions similar to Barkfest and Pet Expo in 2025, in addition to adoption and fundraising drives for shelters in Singapore and Hong Kong. 

Final 12 months, the enterprise additionally partnered with Far East to launch a semi-permanent mini canine park at One Holland Village in 2025, which can stay open till the top of 2026. Internet hosting occasions on the park has helped develop Buddy Bites’ visibility in Singapore, whereas strengthening the model’s group presence.

What’s subsequent for Buddy Bites

Because it continues to develop, Buddy Bites is now setting its sights on a brand new market: Taiwan, with plans to develop there this 12 months.

On the identical time, the corporate is getting ready to launch cat meals, extending its 1kg-for-2kg donation philosophy to cat shelters as nicely. Lots of the shelters they already help home each canines and cats, and the founders noticed that in markets like Hong Kong and Singapore, there are extra cats than canines.

Whereas increasing into feline diet introduces new complexities, the founders discover it to be essential because it considerably broadens Buddy Bites’ influence on shelter animals.

For Chris and Ryan, the mission stays constant: scale the enterprise and develop the giving.

• Be taught extra about Buddy Bites right here.
• Learn extra articles we’ve written on Singaporean startups right here.

Featured Picture Credit score: Buddy Bites