Sustainable pet firms shine in Startups 100 Index 2025
Omni Pet and Grub Club have earned their spots by showcasing plant-based and insect protein pet products.
The Startups 100 Index is an annual ranking curated by Startups.co.uk that recognizes the 100 most promising new businesses in the United Kingdom. This list highlights companies that excel in innovation, market potential, financial success and customer engagement.
The top 3 startups of 2025 are Lottie, a digital platform focused on improving adult social care; Robin AI, which uses artificial intelligence to streamline legal contract reviews; and Yonder, a fintech company offering credit cards with rewards tailored to lifestyle preferences.
2 pet food companies have also been highlighted in this year’s edition:
Omni Pet ranks 25th
The plant-based dog food company was co-founded in 2020 by veterinarian Dr Guy Sandelowsky and Shiv Sivakumar to offer nutritionally complete dog food.
Since its launch, Omni Pet has sold over 1 million vegan meals and is on track to reach £4 million (€4.8M/$5M) in revenue. Additionally, the brand has raised £1.5 million (€1.8M/$1.9M) in funding and plans to expand into new regions.
“Delighted that @omnipetcare was ranked 25th in the newly published 2025 Startups top 100,” comments Dr. Sandelowsky on Omni’s recognition.
“It feels great to know our business is not only improving pet health but also contributing to the revival and growth of the UK economy.”
Grub Club ranks 72nd
Alessandro Di Trapani and Hugh Petit founded Grub Club in 2020 to use insect protein as a hypoallergenic and sustainable pet food alternative to traditional meat and fish.
“Pets consume 20% of the world’s meat and fish, and the industry emits over 100 million tons of CO2 eq. emissions annually,” says Di Trapani, highlighting one of the biggest environmental challenges in pet food.
Over the past 3 years, Grub Club has secured £1.1 million (€1.3M/$1.4M) in free media coverage, launched in 460 Pets at Home stores across the UK and achieved consistent year-on-year growth.
“Many pet parents are unfamiliar with insect protein, so we invest in veterinary partnerships, customer testimonials and behind-the-scenes content from inside insect farms to build credibility,” says Di Trapani.
Winning the Sky Zero Footprint Fund in 2023, which has a media value of £1 million (€1.2M/$1.3M), and the Impact HERE Award, worth £100,000 (€121K/$126.1K), further boosted Grub Club’s visibility, helping normalize insect-based pet food.
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