Sundays for Dogs, Inc., a leading brand in ready-to-eat human-grade dog food, announced the closing of a $10 million Series A funding led by Imaginary Ventures.
Sundays is the first human-grade, air-dried dog food that does not require a freezer, prep or clean-up. Starting at $2 a day, Sundays uses 100 percent all-natural and human-grade ingredients, which are gently dried at a USDA-monitored kitchen to preserve nutrients and flavor. In a blind taste test, dogs preferred Sundays 20-to-0 more than the best-selling dry dog food.
Dr. Tory Waxman, VMD and her husband Michael, a Y Combinator-funded software engineer, started Sundays after they couldn’t find a convenient, healthy dog food for their rescue dog, Mabel. Sundays target market is, of the more than 110 million dogs in the US, the 70 percent who sleep in their humans’ bed.
“We’re excited to partner with Imaginary to build the world’s most trusted brand for dog parents,” said Waxman. “We were really impressed by the Imaginary team and their experience with other iconic young brands like SKIM’s, Daily Harvest and Glossier. Our goal is to feed 1 million dogs and help 10 million more by 2025.”
IMAGINARY invests in iconic, generationally defining brands and the technology businesses that empower them.
“Over the past two years, the pandemic has expedited the purchasing of pets and premiumization of pet food across the country,” said Logan Langberg, Partner at Imaginary. “The US pet food market has skyrocketed past $40 billion, growing nearly 10 percent in 2020. Accompanying this escalated demand is a heightened consciousness around the taste and quality of pet food, without sacrificing an affordable price. Sundays is bridging the gap between value-priced kibble and super premium refrigerated fresh, taking market share from both. We believe Sundays has created a winning proposition by offering modern dog parents everything they’re looking for, including quality and taste, convenience and affordability, and we are thrilled to be part of the Sundays story.”
Imaginary joins famous dog parents like Ryan Reynolds, Orlando Bloom, Youtube star Markiplier and visionary founders Emily Weiss (Glossier), Nic Jammet (Sweetgreen), Jenny Fleiss (Rent the Runway) and more. Prior to the Series A, the company’s seed round was led by Red Sea Ventures and Box Group, who also participated in the round with other seed investors including Great Oaks, Lunch Partners, BAM Ventures and Old Slip Ferry, bringing the total amount raised to more than $14 million.
“Ruby Weissbrick, golden retriever aged 2, has been a loyal consumer and massive fan of Sundays product since she was a puppy. She’s a Sundays girl for life,” said Angel investors and dog pawrents Emily Weiss and Will Gaybrick.
With this financing Sundays will expand their line-up of human-grade, air-dried fresh food by introducing new recipes, including a chicken recipe which launches this month. The company will also invest in growing their team and building out their technology platform, which already includes their limited edition custom packaging, which uses AI to add your dog’s picture to Sundays’ packaging and their comparison tool that features more than 4,000 dog foods.
To learn more about Sunday or sign up for your first delivery, click here.