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§ Private Profile · 53 Wooster St, New York City, New York, 10013, United States
Smalls is a technology company.
Smalls develops and delivers human-grade, fresh cat food formulated to provide optimal nutrition. The company prepares its meals through a gentle cooking process, preserving vital nutrients and moisture, and emphasizes an ultra-high protein composition free from fillers, artificial ingredients, and excessive carbohydrates. This approach stands in contrast to conventional pet food manufacturing, aiming to offer a healthier dietary option for felines.
Founded in 2017 by Matt Michaelson and Calvin Bohn, Smalls originated from the founders' shared interest in entrepreneurship, sales, and food. Their initial efforts involved crafting small batches of vet-recommended fresh cat food in an apartment. This hands-on beginning reflects their commitment to creating a product that prioritizes feline well-being through thoughtfully prepared meals.
The company targets cat owners seeking to enhance their pets' health and quality of life through improved nutrition. Smalls envisions a future where feline diets contribute significantly to longevity and vitality, aiming to extend the healthy lifespan of cats. Its mission centers on providing superior sustenance for even the most discerning felines, promoting overall well-being.
Smalls has raised $28.0M across 2 funding rounds.
Smalls has raised $28.0M in total across 2 funding rounds.
# Smalls: A Pet Food Company, Not a Technology Company
Smalls is primarily a pet food company, not a technology company, though it operates in the broader pet tech ecosystem. The company delivers fresh, human-grade cat food through a direct-to-consumer subscription model, addressing the gap between traditional shelf-stable pet food and premium nutritional standards for cats.
Smalls manufactures and delivers customized, freshly-prepared cat food made with 100% human-grade ingredients, eliminating fillers and artificial additives typical of conventional pet food[2]. The company serves cat owners seeking premium nutrition for their pets, solving the problem of limited fresh food options in the pet food market. Founded in 2016 and based in New York, Smalls has raised $30.9M across multiple funding rounds and currently generates approximately $12.7M in annual revenue[1][2].
The company's growth momentum reflects increasing consumer demand for premium pet nutrition. Its subscription-based model creates recurring revenue while allowing personalized meal plans based on each cat's age, weight, and body type[2].
Smalls operates within the expanding pet technology and premium pet care sector, which includes companies offering specialized pet nutrition, pet services, and pet-focused retail[1]. The company rides the broader trend of premiumization in pet care—pet owners increasingly treating their animals as family members and investing in higher-quality products. This aligns with growing consumer awareness of pet nutrition and the shift away from mass-market pet food toward fresh, transparent alternatives.
Smalls represents the intersection of direct-to-consumer commerce and pet wellness, capitalizing on consumer willingness to pay premium prices for perceived health benefits. As the company scales beyond its current 30-person team, growth will likely depend on expanding its addressable market (potentially into dog food or other pet categories), improving unit economics, and achieving profitability. The company's path forward will be shaped by competition from established pet food brands entering the fresh food space and by broader e-commerce logistics challenges in maintaining cold-chain delivery at scale.
Smalls has raised $28.0M across 2 funding rounds. Most recently, it raised $19.0M Series B in March 2023.
| Date | Round | Lead Investors | Other Investors | Status |
|---|---|---|---|---|
| Mar 1, 2023 | $19M Series B | Digitalis Ventures | Data Tech Fund, Founder Collective, Rivervest, General Mills, Left Lane Capital, The Ohio State University, Valor Capital Group | Announced |
| Aug 1, 2020 | $9M Series A | Left Lane Capital | Blisce, Data Tech Fund, Founder Collective, Greycroft, Alex Oppenheimer, Justin Mateen, Sean RAD, Companion Fund | Announced |
Smalls has raised $28.0M in total across 2 funding rounds.
Smalls's investors include Digitalis Ventures, Data Tech Fund, Founder Collective, RiverVest, General Mills, Left Lane Capital, The Ohio State University, Valor Capital Group, Blisce, Greycroft, Alex Oppenheimer, Justin Mateen.