British entrepreneur James Middleton, whose older sister Kate is married to Prince William, has reportedly joined an accelerator program for promising pet care companies.
His startup, James & Ella, aims to improve pets’ wellbeing by providing a range of premium Freeze-Dried Raw and raw-hybrid dog foods and snacks. The company makes the products in their UK-based kitchens.
Inspired by his own dog, Ella, who passed away in 2023, according to their website, James set out to make it as easy as possible for pet owners to get their hands on the best-quality pet food.
Owners answer a quick web questionnaire about their pet and the chefs whip up a recipe tailor-made to suit the pup. Once the right diet is agreed upon, owners can sign up to a subscription service which regularly delivers their food to their doorstep.
The company recently won the Pet Industry Federation (PIF)’s “New Product of the Year”.
Leap Venture Studio
Middleton’s James & Ella will join the ranks of five other growing seed-stage pet care startups for the ninth cohort of Leap Venture Studio. The accelerator program is backed by Mars Petcare and Michelson Found Animals, one of the world’s largest animal welfare non-profits.
The studio offers pet care startup founders a highly customized, hybrid program tailored to support and provide resources to early-stage startups, in addition to $200,000 in funding.
Since its founding in 2018, Leap Venture Studio said it has invested in a portfolio of 51 companies, spanning 16 countries, which have raised over $200 million in follow-on funding. Two of its portfolio companies have made successful exits, including PetHospice and Lacuna Diagnostics.
“It’s incredible to watch the level of competition for each cohort increasing every year,” said Rachel Sheppard, Director of Ventures at Mars Petcare and co-lead of the Leap Venture Studio & Academy. “This group of startups stand out not only for their innovation, but for their deep understanding of the needs of next-generation pet owners. We’re excited to support them in their efforts to shape the future of pet care.”
The latest cohort kicks off in Nashville, Tennessee in the United States on February 24, and will culminate with a Demo Day in London on May 16.
Founders who join the cohort get access to resources, mentors, networking opportunities and brand and marketing services. Founders will also have access to a network of industry experts and investors from Mars Petcare and Michelson Found Animals.
The five other startups joining the portfolio include:
The six startups joining the portfolio include:
- BistroCat, the world’s first (and only) fully automated wet cat food feeder that utilizes smart technology to identify flavor preferences and monitor feeding trends. (Austin, Texas)
- Buddy Bites, a pet food brand with a purpose, donating to shelters with every single order. (Hong Kong)
- Happy Howl, a dog food company defying dog years with human-grade meals that combine unbeatable quality with ultimate convenience. (Huntingdon Valley, Pennsylvania)
- Oh Norman!, a pet brand creating joyful, cutting-edge pet products that are vet reviewed, all-natural, and give back to rescue dogs in need. (New York, New York)
- Otis, the first pet company democratizing access to prescription medication for chronic and recurring conditions affecting 200M US pets. (New York, New York)
Additionally, this cohort marks the second year in which a social impact company has been invited to participate in select programming alongside the portfolio startups. Petcademy offers text-based pet training, community programs, and post-adoption support to keep pets and people together.
“It’s inspiring to see so many of these companies prioritizing social impact efforts in their mission,” said Paige Ellen, Leap Venture Studio Sr. Program Manager, Michelson Found Animals. “From developing tech solutions that streamline adoption processes to partnering with shelters around the world, these startups are making a tangible difference in the lives of animals and the humans who love them.”
