The pet food industry is more competitive than ever, which initially made Hilary Coles skeptical about launching yet another brand. However, her new venture, Golden Child, is betting that there’s still room for innovation.
From Hims & Hers to Pet Wellness
Coles, a co-founder of Hims & Hers, spent years building a consumer-focused healthcare brand before stepping away to focus on family. While pet food wasn’t part of her original plans, her background in consumer behavior and product strategy played a key role in shaping this new venture.
Atomic Labs’ Data-Driven Approach
Golden Child emerged from Atomic Labs, a startup studio known for testing ideas through “painted door” experiments. These lightweight tests revealed strong consumer interest in better pet food options. The team then analyzed over 11,000 customer reviews, uncovering consistent complaints about inconvenience, pet health issues, and preparation challenges.
Identifying Gaps in the Industry
Despite the rise of premium and human-grade pet food, Golden Child’s founders argue that real innovation has stalled. Modern pet owners—who are increasingly health-conscious themselves—expect higher-quality, transparent nutrition for their pets.
Launching Two Core Products
Golden Child is entering the market with two main offerings:
- A fresh frozen meal subscription starting at $3 per day
- A shelf-stable “drizzle,” a liquid topper that enhances any dog food, priced at $19.95
The drizzle stands out as a flexible and potentially high-margin product that can be added to existing diets.
Focus on Quality and Nutrition
The company emphasizes high standards in production, using U.S.-based manufacturing and human-grade supply chains. Recipes were developed by a team that includes a PhD animal nutritionist, a board-certified veterinary nutritionist, and a professional chef.
Introducing the “Protein Block”
Golden Child has also created a proprietary “protein block,” designed to deliver enhanced amino acid profiles beyond what standard meat cuts provide, aiming to improve canine nutrition.
Backed by $37 Million in Funding
The company is launching with $37 million in funding from a seed round and Series A led by Redpoint Ventures, with participation from Atomic and A*. This investment supports building a team of in-house experts and scaling operations.
A Brand Beyond Dog Food
Golden Child is positioning itself as more than just a pet food company. The broader vision includes expanding into other pet-related categories such as grooming, travel products, and possibly veterinary services.
Learning from Atomic’s Track Record
Atomic Labs has seen both major successes and challenges. While Hims & Hers has grown into a publicly traded company, other ventures like OpenStore have faced setbacks, highlighting the risks involved in building new consumer brands.
Building a Household Pet Brand
Golden Child’s long-term ambition is to become a trusted household name for pet owners. By focusing on quality, convenience, and modern consumer expectations, the company aims to redefine how people care for their pets.