Notti makes good with pet nutrition

Notti Pet Food Team (from left) Amelia Tang, Shing Wei, Keyee Yap, and Sarah Koay.

DATA from Fortune Business Insights reveals that the global pet food market was valued around US$120bil last year. The segment is projected to grow to US$193bil within the next decade, representing a compound annual growth rate (CAGR) of over 5%.

The pet food market is also displaying tremendous growth in the Asia-Pacific region. Currently worth US$34bil, the segment should be worth US$53bil in 2029, representing a CAGR of over 9%, according to Mordor Intelligence.

This growth is a direct result of increasing of pet ownership. On local shores, over half of Malaysians (51.1%) own pets – and the figure is expected to rise, according to Standard Insights’ latest Consumer Report Malaysia 2023.

Because of the limited choice of high-quality pet food, the industry will choose lower-quality options as pet ownership increases. This compromise on quality can be detrimental to the health of pets.

As a pet parent to both a dog and a cat, Keyee Yap is adamant about giving her pets the best. She admits, however, that nothing met her expectations when finding the right food for her “fur babies”. With a background in food science and nutrition, and experience working with healthy, organic food companies, she decided to take a closer look at pet nutrition.

The end result was Notti Pet Food, a Malaysian homegrown brand, which focuses on health, convenience and nutritious treats and foods for pets.

Established just last year, Notti aims to offer a superior alternative to traditional pet food. The unique product line uses 100% human-grade meat and is enriched with fruits, vegetables, probiotics and prebiotics, setting it apart from commercial brands that rely on meat meal and ambiguous labelling.

Using real ingredients and a gentle 90°C slow-baking method, Notti preserves the nutritional integrity of the ingredients, compared to the high-temperature extrusion processes used by major brands.

Yap explains that the entire process to develop the range of foods, including research and development, took about six months.

As a pet owner herself, Yap was convinced the market was ready for super premium kibbles.

“Pets are like family, we want to give them the very best,” she elaborates. “People today are increasingly seeking better options in every aspect of life – from the food we eat to the products we choose for our pets. The shift towards higher-quality, healthier choices is clear, making it the perfect time to introduce super premium kibbles.”

Although the pet industry is growing rapidly, Yap opines that the super premium segment, particularly nutritious, high-quality pet food, is still underserved.

“Many products fall short in terms of ingredient quality and nutritional value,” she says.

“Many pet owners are becoming more aware of what they feed their pets and are looking for better options. However, they often find themselves with limited options as the market doesn’t always offer quality they’re seeking.

“This gap is what inspired Notti, to offer a solution for health-conscious pet parents,” she adds.

Foods offered by Notti have received veterinary endorsements, exceeding international AAFCO (Association of American Feed Control Officials) nutrient standards, and suitable for all ages, breeds, and sizes. The brand has also caught the eye of markets across South-East Asia.

Notti is available on its official website, as well as on Shopee, Lazada, and TikTok. It is also available in over 130 physical pet stores across Malaysia.

“We’ve also expanded to Singapore, the Philippines, and Hong Kong, making it easier for pet owners in these regions to access our premium offerings,” says Yap.

In June, the company secured seed investment of US$500,000 from 500 Global and First Move, marking a major milestone in the bootstrapped company’s journey. The new capital will be used to drive Notti’s strategic initiatives, including launching new product lines and expansion in South-East Asia.

“We plan to use the seed funding to enhance and diversify our product offerings, providing even better options for pet owners,” says Yap.

“This funding will also allow us to expand our product line and increase our brand awareness, ensuring more people learn about Notti. Additionally, we aim to invest in initiatives that support and engage the pet community, further solidifying our commitment to improving the lives of pets and their owners.”