{"id":17051,"date":"2022-07-18T14:42:04","date_gmt":"2022-07-18T12:42:04","guid":{"rendered":"https:\/\/www.joffeassocies.com\/pepette-gets-a-second-serving\/"},"modified":"2026-09-28T16:17:40","modified_gmt":"2026-09-28T14:17:40","slug":"pepette-gets-a-second-serving","status":"publish","type":"post","link":"https:\/\/www.joffeassocies.com\/en\/pepette-gets-a-second-serving\/","title":{"rendered":"P\u00e9pette Gets a Second Serving"},"content":{"rendered":"<p><a href=\"https:\/\/www.cfnews.net\/L-actualite\/Capital-innovation-developpement\/Operations\/1er-tour\/Pepette-prend-une-deuxieme-ration-408721\">CFNEWS article by Aurore Barlier, published on July 8, 2022, at 9:53 a.m <\/a><\/p>\n<p>&nbsp;<\/p>\n<p>Japhy, Tomojo, Ultra Premium Direct\u2026 The pet food sector has given rise to a host of new players in recent years, some of which have carved out a strong position around healthy nutrition. That is the focus of P\u00e9pette, founded in 2019, which is now raising its second funding round with the ambition of becoming the European leader in a new market: fresh food for dogs and cats.<br \/>\nFollowing a \u20ac1.1 million seed round in 2020, the Paris-based company has now raised \u20ac3.4 million in cash, with Rothschild &amp; Co having been brought in to seek investors starting last November. The round \u2014 complemented by \u20ac1.6 million in non-dilutive financing from Bpifrance and Banque Populaire \u2014 is being led by Swiss-origin agrifood fund Ambrosia and Go Capital through its Loire Valley Invest and Financi\u00e8re Vecteur funds.<br \/>\nA number of business angels are also joining the round, including Augustin Paluel-Marmont (Michel &amp; Augustin), Patrick Asdaghi (FoodCh\u00e9ri and Seazon), Benjamin Perot (Monsieur Marguerite), Franck Bonfils (Juste Bio), and Sebastien De Lafond (Meilleurs Agents), who also participated in the seed round. The transaction values P\u00e9pette at around \u20ac15 million.<\/p>\n<p>&nbsp;<\/p>\n<h4><strong>A 100% Digital M<\/strong><\/h4>\n<p>&nbsp;<\/p>\n<p>Offered on a subscription basis, P\u00e9pette\u2019s services rely on a proprietary algorithm that determines a tailored feeding plan designed to meet the specific energy needs of each dog or cat. The personalized nutrition brand then prepares meals using ingredients fit for human consumption and delivers them directly to customers.<br \/>\n\u201cP\u00e9pette\u2019s offering addresses a genuine need around reintroducing fresh food into pet nutrition,\u201d says Benjamin Osdoit, Managing Director at Transaction R &amp; Co, noting that nearly one-quarter of dog and cat owners give their pets fresh food.<br \/>\nWith 12 employees \u2014 rising to 20 by September \u2014 the company currently generates more than \u20ac100,000 in monthly revenue. \u201cMade from fresh, human-grade ingredients, this traditional meal model, known as \u2018home-prepared diets,\u2019 provides significantly higher nutritional value and is much better absorbed by animals from a digestive standpoint,\u201d explains Marine Thersiquel, founder of the industrial start-up, whose approach is positioned as the opposite of kibble, which she considers highly processed and high in carbohydrates and lower-protein ingredients such as carcasses, cartilage, and feet.<\/p>\n<p>&nbsp;<\/p>\n<h4><strong>Prioritizing Circularity<\/strong><\/h4>\n<p>&nbsp;<\/p>\n<p>However, the company\u2019s main objective is to bring production in-house by establishing its own facility in the Centre-Val de Loire region within the next 24 months. This will allow it to regain control over the value chain and work on supply-chain initiatives.<br \/>\n\u201cFor example, we are considering sourcing undersized vegetables that are perfectly fit for human consumption. On the protein side, we are looking at local sourcing while avoiding competition with products intended for human consumption, for example by prioritizing underutilized animal parts that are rarely used in human cooking,\u201d explains Marine Thersiquel.<br \/>\nThis approach could give P\u00e9pette another competitive edge. \u201cBy bringing production in-house, the company will be able to continue developing its industrial expertise while maintaining full control over the entire value chain, thereby creating a genuine barrier to entry. It is also key to building a profitable business model that can be sustained over the long term,\u201d adds Benjamin Osdoit.<\/p>\n<p>&nbsp;<\/p>\n<h4><strong>A Market to Build in Europe<\/strong><\/h4>\n<p>&nbsp;<\/p>\n<p>In the United States, fresh pet food is already the fastest-growing segment, taking significant market share from traditional kibble manufacturers. The acquisition of Nom Nom Now \u2014 one of the pioneers in the market \u2014 by Mars for approximately $1 billion is a case in point.<br \/>\nP\u00e9pette\u2019s founder, however, is not yet aiming quite that high. Over the next five years, Marine Thersiquel hopes to grow the brand\u2019s revenue to several tens of millions of euros and build a subscriber base of more than 150,000 customers, establishing P\u00e9pette as a European leader in a market that remains largely untapped, despite the presence of a few young companies such as UK-based Butternut Box and Belgian player Dogchef.<br \/>\nAlthough the brand is currently sold exclusively online, it is open to partnering with distributors \u2014 many of which have already approached the company \u2014 to offer its products through dedicated shop-in-shop corners. \u201cThe key is to continue providing our customers with advice and enhanced services, as they are very receptive to educational content,\u201d says the founder.<\/p>\n<p>&nbsp;<\/p>\n<h4><strong>Transaction Participants <\/strong><\/h4>\n<p>&nbsp;<\/p>\n<p>Target Company: PEPETTE<br \/>\nAcquirer or Investor: AMBROSIA INVESTMENTS, Adrien Tardy, Abel Rossignol, GO CAPITAL, Alexis M\u00e9nard, BUSINESS ANGELS, Augustin Paluel-Marmont, Patrick Asdaghi, Benjamin Perot, S\u00e9bastien de Lafond<br \/>\nCorporate Law Firm: CHARLES RUSSELL SPEECHLYS, Renaud Ferry, Chlo\u00e9 Huertas<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>CFNEWS article by Aurore Barlier, published on July 8, 2022, at 9:53 a.m &nbsp; Japhy, Tomojo, Ultra Premium Direct\u2026 The pet food sector has given rise to a host of new players in recent years, some of which have carved out a strong position around healthy nutrition. That is the focus of P\u00e9pette, founded in [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":6196,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[12],"tags":[],"class_list":["post-17051","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-deals-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.4 (Yoast SEO v27.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>P\u00e9pette Gets a Second Serving &#8211; Joffe &amp; Associ\u00e9s<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.joffeassocies.com\/en\/pepette-gets-a-second-serving\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"P\u00e9pette Gets a Second Serving\" \/>\n<meta property=\"og:description\" content=\"CFNEWS article by Aurore Barlier, published on July 8, 2022, at 9:53 a.m &nbsp; Japhy, Tomojo, Ultra Premium Direct\u2026 The pet food sector has given rise to a host of new players in recent years, some of which have carved out a strong position around healthy nutrition. 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