Founded in 2020 by Tanguy Delecourt and Mathias Veil, Cats is a pure digital player that offers premium and personalized food for cats. The recipes, specially adapted to the cat’s nutritional needs, are made in France based on strict specifications developed by veterinarian Jean-Marc Denoun and nutritionist Patrick Nguyen.
The young company today announces a second financing of 5 million euros in equity capital fromOtiumwhich had already participated in the first raising of 4 million euros 18 months ago. “Our model is profitable and this new funding will allow us to accelerate our growth even faster. We will offer new products and we want to launch more services with even more content to better support owners at all stages of their lives with their cats.”, shares Tanguy Delecourt, co-founder of Caats. For this, Caats has planned around ten recruitments in the next twelve months.
Caats, a pure player in a market still dominated by historical players
Today, the cat food market is still dominated by the giants Mars and Nestlé. Among the competitors we nevertheless find other purely digital players such as Ziggy or Ultra Premium Direct, where Otium also already had invested. “Many of our customers were previously customers of the big traditional brands. They were attracted by our expertise and the quality of our products, and since we are on relatively low average curves, the price difference does not prevent them from moving from these brands to pure players like us,” comments Tanguy Delecourt.
But if the competition is there, the demand is also important. With more than 15 million domestic cats, France is one of the largest markets. “Today we have 30,000 cats subscribed to our services and we aim to reach 100,000 within two years,” shares Tanguy Delecourt.
To stand out, Caats has, since its origins, focused on a premium and expert positioning, relying in particular on Doctor Jean-Marc Denoun, specialist in cat nutrition. “Certain recipes on the market are, in my opinion, quite worrying. They often contain very high levels of carbohydrates that cats do not need, but are more economical to make. Conversely, they do not contain enough high-quality animal proteins, which are so essential for our cats, who are strictly carnivores. Cats are not little dogs, they really need specific products and advice to maintain their health potential.” explains the latter in a press release.
