The aisle for pet food has never been more packed, which is why Hillary Coles expressed skepticism when Atomic Labs reached out.

“I had the same reaction as you,” Coles shared during a call on Monday afternoon, just a day before her new venture, Golden Child, began operations. “Surely that can’t be what people want.”

Coles co-founded Hims & Hers alongside Andrew Dudum, Jack Abraham, and Joe Spector in 2016, spending seven years managing brand, physical products, and consumer strategy before taking a year and a half break to welcome her children. She identifies as “a consumer person first” who coincidentally ended up in healthcare. Dog food wasn’t “on the bingo card,” as she mentioned.

The captivating pitch centered less on dog food itself and more on a methodology. Atomic, the startup studio initiated by Abraham, conducts what it terms “painted door tests” — simple experiments crafted to uncover actual consumer behavior rather than just preferences. When Atomic performed these tests within the pet food sector, interest became evident. The team also analyzed 11,000 reviews of current fresh dog food products, unearthing common issues: hassle, dogs falling ill, and food that felt burdensome to prepare and serve. “We began to peel back the layers,” Coles recounted.

What emerged, she and co-founder Quentin Lacornerie claim, is an industry that has remained stagnant for almost 12 years — a statement that stretches credibility, considering the bustling premium and human-grade segment — but one they assert links to 11,000 customer reviews reflecting ongoing grievances about available fresh food alternatives, even as the owners feeding their dogs have significantly shifted their expectations.

Lacornerie, who was part of the founding crew at Hims & Hers and dedicated years to leading its personalized growth strategy, pointed out numerous parallels to the initial days of that business. “Wellness has surpassed Big Pharma by 4x in market capitalization,” he observed. Pet parents consuming collagen for joint support, scrutinizing ingredient labels, and monitoring their nutrition increasingly desire the same level of scrutiny applied to their dog’s bowl.

Golden Child is debuting with two “five-star” products available direct-to-consumer for the time being: a fresh frozen meal system and, more interestingly, a “drizzle” — a shelf-stable liquid topper that can be mixed with whatever a dog is already eating, whether it be Golden Child’s own food, kibble, or something different. The drizzle is priced at $19.95 per bottle. The meal system starts at $3 daily and is primarily offered on a subscription basis, though a starter box is available for those who prefer to gradually engage.

The drizzle represents the more innovative concept and, likely, the higher-margin product. I inquired if the company had pondered focusing solely on that item. “Like all entrepreneurs, we face many opportunities to expand our horizons,” she replied. “This is merely the first inning.”

The food is produced in the U.S. at various manufacturing sites, employing human-grade supply chains — a more complex endeavor than it appears, according to Lacornerie. The recipes were created by a PhD in animal nutrition; Megan Sparkle, who is among only about 80 board-certified veterinary nutritionists nationwide; and, naturally, a classically trained chef with connections to Ina Garten and Guy Fieri, Lacornerie states.

Additionally, the company has introduced what it calls a “protein block,” a method for delivering chicken and beef with an enhanced amino acid profile that standard meat cuts do not offer, as noted by Coles.

Golden Child is revealing $37 million in total funding today as it unveils itself — a seed round and a Series A spearheaded by Redpoint Ventures, with Atomic and A-Star also involved. This is a significant amount for a company marketing dog food, but Lacornerie emphasizes that executing it correctly necessitates genuine experts who are fully invested. Indeed, of the 12 employees at the company, the nutritionists and chef are all on the team, not merely advisors.

The brand name is intentionally broad. When I inquired whether Golden Child might one day branch into shampoos, travel gear, or even some format of veterinary access — acquiring medication for a dog is a uniquely bureaucratic hassle — Coles didn’t dismiss the idea. “There is considerable interest and enthusiasm from pet parents to incorporate their dogs into all facets of their lives,” she remarked. Ultimately, the aim is to secure a position as a household brand, not merely a food company.

Atomic has experienced notable achievements alongside some setbacks. Hims & Hers, now a decade old, is a publicly traded entity with a market capitalization nearing $7 billion. OpenStore, the e-commerce roll-up co-founded in 2021 by Abraham and venture investor Keith Rabois, narrates a different tale: after years of prominent coverage and over $150 million in venture investment, it recently closed its doors.