Drizzle on top: a new high-end dog food brand is coming for the 1%
Golden Child, a new high-end dog food brand, has launched with innovative products aimed at discerning pet owners. The company offers a fresh frozen meal system and a unique liquid topper called 'drizzle' to enhance existing dog food. Founded by industry veterans, Golden Child aims to address longstanding complaints in the pet food market through a consumer-focused approach.
- ▪Golden Child is co-founded by Hilary Coles, who previously worked at Hims & Hers.
- ▪The company launched with two products: a fresh frozen meal system and a shelf-stable liquid topper called 'drizzle'.
- ▪The drizzle is priced at $19.95 per bottle, while the meal system starts at $3 a day on a subscription basis.
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The pet food aisle has never been more crowded, which is exactly why Hilary Coles says she was skeptical when the startup studio Atomic came calling. “I had the same reaction you did,” Coles told me on a call Monday afternoon, a day before her new company, Golden Child, opened for business. “Surely that can’t be what people need.” Coles co-founded Hims & Hers with Andrew Dudum, Jack Abraham, and Joe Spector back in 2016 and spent seven years there overseeing brand, physical products, and consumer strategy before taking a year and a half off to have her children. She describes herself as “a consumer person first” who happened to land in healthcare. Dog food wasn’t “on the bingo card,” as she put it. The pitch that won her over was rooted less in dog food specifically than in a methodology.
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