Smalls is a technology company.
Smalls has raised $28.0M across 2 funding rounds.
Smalls has raised $28.0M in total across 2 funding rounds.
Smalls has raised $28.0M in total across 2 funding rounds.
Smalls's investors include Data Tech Fund, Digitalis Ventures, Founder Collective, RiverVest, Blisce, Greycroft, Left Lane Capital, Alex Oppenheimer, Justin Mateen, Sean Rad.
# Smalls: A Pet Food Company, Not a Technology Company
Smalls is primarily a pet food company, not a technology company, though it operates in the broader pet tech ecosystem. The company delivers fresh, human-grade cat food through a direct-to-consumer subscription model, addressing the gap between traditional shelf-stable pet food and premium nutritional standards for cats.
Smalls manufactures and delivers customized, freshly-prepared cat food made with 100% human-grade ingredients, eliminating fillers and artificial additives typical of conventional pet food[2]. The company serves cat owners seeking premium nutrition for their pets, solving the problem of limited fresh food options in the pet food market. Founded in 2016 and based in New York, Smalls has raised $30.9M across multiple funding rounds and currently generates approximately $12.7M in annual revenue[1][2].
The company's growth momentum reflects increasing consumer demand for premium pet nutrition. Its subscription-based model creates recurring revenue while allowing personalized meal plans based on each cat's age, weight, and body type[2].
Smalls operates within the expanding pet technology and premium pet care sector, which includes companies offering specialized pet nutrition, pet services, and pet-focused retail[1]. The company rides the broader trend of premiumization in pet care—pet owners increasingly treating their animals as family members and investing in higher-quality products. This aligns with growing consumer awareness of pet nutrition and the shift away from mass-market pet food toward fresh, transparent alternatives.
Smalls represents the intersection of direct-to-consumer commerce and pet wellness, capitalizing on consumer willingness to pay premium prices for perceived health benefits. As the company scales beyond its current 30-person team, growth will likely depend on expanding its addressable market (potentially into dog food or other pet categories), improving unit economics, and achieving profitability. The company's path forward will be shaped by competition from established pet food brands entering the fresh food space and by broader e-commerce logistics challenges in maintaining cold-chain delivery at scale.
Smalls has raised $28.0M across 2 funding rounds. Most recently, it raised $19.0M Series B in March 2023.
| Date | Round | Lead Investors | Other Investors |
|---|---|---|---|
| Mar 1, 2023 | $19.0M Series B | Data Tech Fund, Digitalis Ventures, Founder Collective, RiverVest | |
| Aug 1, 2020 | $9.0M Series A | Blisce, Data Tech Fund, Founder Collective, Greycroft, Left Lane Capital, Alex Oppenheimer, Justin Mateen, Sean Rad |