Petfood Industry - January 2020 - 9

www.PetfoodIndustry.com | 9

Sales success for Smalls
Smalls entered the market from the subscription and delivery angle, offering
an online ordering process that helps cat owners analyze their pet's nutritional
needs. Owners first answer questions about their cat's size, build, health goals,
habits, preferred foods and flavors. Within a week of ordering the resulting
customized options, a sampler box is shipped to the owner's home so the cat(s)
in question can decide what they prefer. Then owners go back online to make
any changes to their subscription for future deliveries.
The business formula is working, as Smalls has been growing extremely
quickly with sales on pace to triple from 2018 to 2019, according to Michaelson.
"Since launching an assortment of human-grade wet food recipes (Chicken,
Turkey and Beef), we've released assortments of freeze-dried raw dry food
recipes (Duck, Turkey and Chicken) and high-protein kibble recipes (Chicken,
Fish and Turkey), as well as freeze-dried chicken giblet treats," says Michaelson.
"We are also working on launching a sustainably sourced wild Alaskan Pollock
Fish recipe to our core wet food range."
The kibble recipes have had particular formulation work put into them in
order to provide the most nutritionally complete options possible to an animal
well-known for not receiving enough moisture in its diet.
"Our kibble is one of the highest protein-based kibbles on the market,"
says Michaelson. "Kibble is notoriously difficult to make healthy because
it lacks moisture, one of the most important features of good cat food. Our
approach was to maximize everything else to make the kibble as healthy as

FAST FACTS
NOTABLE: While it's true that the Smalls name implies that cats
are the "smalls" and humans are the "bigs," the real story behind
the name is that the kitchen where we made our food for the first
year was right on the corner of the Marcy Projects, where rapper
Biggie Smalls grew up.

HEADQUARTERS:
New York, New York, USA
OFFICERS: Matt
Michaelson, co-founder
and CEO; Calvin Bohn,
co-founder and COO

WEBSITE/SOCIAL MEDIA:
Website/Social Media:
www.smallsforsmalls.com; @smallsforcats on Facebook,
Twitter and Instagram

Industry January 2020


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Petfood Industry - January 2020

Table of Contents for the Digital Edition of Petfood Industry - January 2020

Petfood Industry - January 2020
Contents
DCM and grain-free pet food: What will 2020 bring?
Speaking of…
News and Calendar
Smalls takes cat-first approach to customized pet food
Quality, sustainability to dominate 2020 pet food trends
Dissecting DCM: How genetics can impact canine nutrition
China’s 2019 urban pets consumer market hits 202.4B yuan
Combination feeding a popular option for pet parents
Petfood Forum Asia highlights pet food sustainability
CBD in pet foods: Has anything changed with legal status?
Onions and garlic offer flavor in the right amounts
Cat owners want first-class citizenship for their pets
New Products
Marketplace
Advertiser’s Index
Petfood Industry - January 2020 - CT1
Petfood Industry - January 2020 - CT2
Petfood Industry - January 2020 - Petfood Industry - January 2020
Petfood Industry - January 2020 - Cover2
Petfood Industry - January 2020 - 1
Petfood Industry - January 2020 - Contents
Petfood Industry - January 2020 - 3
Petfood Industry - January 2020 - DCM and grain-free pet food: What will 2020 bring?
Petfood Industry - January 2020 - 5
Petfood Industry - January 2020 - Speaking of…
Petfood Industry - January 2020 - CT3
Petfood Industry - January 2020 - CT4
Petfood Industry - January 2020 - News and Calendar
Petfood Industry - January 2020 - Smalls takes cat-first approach to customized pet food
Petfood Industry - January 2020 - 9
Petfood Industry - January 2020 - 10
Petfood Industry - January 2020 - 11
Petfood Industry - January 2020 - Quality, sustainability to dominate 2020 pet food trends
Petfood Industry - January 2020 - 13
Petfood Industry - January 2020 - 14
Petfood Industry - January 2020 - 15
Petfood Industry - January 2020 - Dissecting DCM: How genetics can impact canine nutrition
Petfood Industry - January 2020 - 17
Petfood Industry - January 2020 - 18
Petfood Industry - January 2020 - 19
Petfood Industry - January 2020 - China’s 2019 urban pets consumer market hits 202.4B yuan
Petfood Industry - January 2020 - 21
Petfood Industry - January 2020 - Combination feeding a popular option for pet parents
Petfood Industry - January 2020 - 23
Petfood Industry - January 2020 - 24
Petfood Industry - January 2020 - 25
Petfood Industry - January 2020 - 26
Petfood Industry - January 2020 - 27
Petfood Industry - January 2020 - Petfood Forum Asia highlights pet food sustainability
Petfood Industry - January 2020 - 29
Petfood Industry - January 2020 - CBD in pet foods: Has anything changed with legal status?
Petfood Industry - January 2020 - 31
Petfood Industry - January 2020 - 32
Petfood Industry - January 2020 - 33
Petfood Industry - January 2020 - Onions and garlic offer flavor in the right amounts
Petfood Industry - January 2020 - 35
Petfood Industry - January 2020 - 36
Petfood Industry - January 2020 - 37
Petfood Industry - January 2020 - Cat owners want first-class citizenship for their pets
Petfood Industry - January 2020 - 39
Petfood Industry - January 2020 - 40
Petfood Industry - January 2020 - 41
Petfood Industry - January 2020 - New Products
Petfood Industry - January 2020 - 43
Petfood Industry - January 2020 - 44
Petfood Industry - January 2020 - 45
Petfood Industry - January 2020 - 46
Petfood Industry - January 2020 - 47
Petfood Industry - January 2020 - 48
Petfood Industry - January 2020 - 49
Petfood Industry - January 2020 - Marketplace
Petfood Industry - January 2020 - 51
Petfood Industry - January 2020 - Advertiser’s Index
Petfood Industry - January 2020 - Cover3
Petfood Industry - January 2020 - Cover4
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