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Drizzle on top: a new high-end dog food brand is coming for the 1%

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The pet food aisle has never been more crowded, which is exactly why Hillary Coles says she was skeptical when Atomic Labs came calling.

“I had the same reaction you did,” Coles told me on a call Monday afternoon, a day before her new company, Golden Child, opened for business. “Surely that can’t be what people need.”

Coles co-founded Hims & Hers with Andrew Dudum, Jack Abraham, and Joe Spector back in 2016 and spent seven years there overseeing brand, physical products, and consumer strategy before taking a year and a half off to have her children. She describes herself as “a consumer person first” who happened to land in healthcare. Dog food wasn’t “on the bingo card,” as she put it.

The pitch that won her over was rooted less in dog food specifically than in a methodology. Atomic, the startup studio founded by Abraham, runs what it calls “painted door tests” — lightweight experiments designed to reveal what consumers will actually do, not just what they say they want. When Atomic ran those tests in the pet food space, interest was clear. The team then studied 11,000 reviews of existing fresh dog food products and found recurring complaints: inconvenience, dogs getting sick, food that felt like a chore to prepare and serve. “We started to peel the onion,” Coles said.

What they found, she and her co-founder Quentin Lacornerie argue, is an industry that hasn’t innovated in about 12 years — a claim that strains credulity, given how crowded the premium and human-grade segment has become — but one they say ties to 11,000 customer reviews showing persistent complaints about existing fresh food options, even as the humans feeding their dogs have dramatically changed their expectations.

Lacornerie, who was part of the founding team at Hims & Hers and spent years spearheading its personalized growth strategy, says there are lots of parallels to the early days of that company. “Wellness has eclipsed Big Pharma by 4x in market cap,” he noted. Pet parents who take collagen for joint health, who read ingredient labels, and who track their own nutritionincreasingly want the same rigor applied to what goes in their dog’s bowl.

Golden Child is launching with two “five-star” products sold direct-to-consumer for now: a fresh frozen meal system and, more intriguingly, a “drizzle” — a shelf-stable liquid topper that can be added to whatever a dog is already eating, whether that’s Golden Child’s own food, kibble, or something else. The drizzle retails for $19.95 a bottle. The meal system starts at $3 a day and is sold primarily on subscription, though a starter box is available for people who want to ease into the relationship.

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The drizzle is the more novel idea and, presumably, the higher-margin one. I asked Coles whether the company had considered just focusing on that product. “Like all entrepreneurs, we have a lot of opportunities to build out worlds,” she answered. “This is just the first inning.”

The food itself is made in the U.S. across multiple manufacturing facilities, using human-grade supply chains — a harder thing to establish than it sounds, said Lacornerie. The recipes were developed by a PhD in animal nutrition; Megan Sparkle, who is one of only roughly 80 board-certified veterinary nutritionists in the country; and (naturally) a classically trained chef, one who has work ties to Ina Garten and Guy Fieri, says Lacornerie.

The company also developed what it’s calling a “protein block,” a way of delivering chicken and beef with an enhanced amino acid profile that standard meat cuts alone don’t provide, says Coles.

Golden Child is announcing $37 million in total funding today as it comes out of stealth — a seed round and a Series A led by Redpoint Ventures, with Atomic and A-Star also participating. That’s a meaningful amount for a company selling dog food, but Lacornerie says that doing it right requires actual experts who don’t just dial it in. Indeed, among the company’s 12 employees, and the nutritionists and chef are all on staff, not advisors.

The brand name is broad by design. When I asked whether Golden Child might eventually expand into shampoos, travel gear, even some form of veterinary access — getting medication for a dog is its own particular bureaucratic headache — Coles didn’t deny it. “There’s a lot of interest and excitement from pet parents to involve their dogs in all aspects of their life,” she said. The goal, eventually, is to earn a place as a household brand, not just a food company.

Atomic has had notable successes along with some stumbles. Hims & Hers, now 10 years old, is a publicly traded company with a nearly $7 billion market cap. OpenStore, the e-commerce roll-up co-founded in 2021 by Abraham and venture investor Keith Rabois, tells a different story: after years of splashy coverage and more than $150 million in venture funding, it recently shuttered.

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Health

NIPRD records gains in research, staff welfare, public health

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The National Institute for Pharmaceutical Research and Development (NIPRD) says it has recorded progress in research, staff welfare, infrastructure and public health interventions under the leadership of its Acting Director-General, Philip Builders.

The institute highlighted the reforms in a statement issued on Friday, citing improvements in staff welfare, restoration of basic infrastructure, efforts to strengthen research funding and intellectual property management, and its recent response to the Ebola outbreak.

“His administration is committed to strengthening the Institute’s capacity to fulfil its mandate and contribute to Nigeria’s pharmaceutical development, scientific innovation, and improved healthcare outcomes,” it noted.

One of the administration’s interventions has been the constitution of an Ebola Response Team, headed by Peters Oladisu, Director of the Department of Microbiology and Biotechnology.

NIPRD said it also supplied 17 cartons of hand sanitiser gel and 2,000 educational posters on Ebola symptoms and preventive measures to the Federal Ministry of Health and Social Welfare.

The institute said the intervention is part of its contribution to public awareness and prevention of emerging health threats.

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Staff welfare

NIPRD also cited improvements in staff welfare as part of the changes under Mr Builders.

The institute said it conducted its 2025 staff promotion exercise and addressed outstanding staff claims.

It also said salary arrears owed to security personnel, cleaners and gardeners had been settled.

Beyond staff-related measures, the institute said it restored electricity and water supply, which it described as critical to creating a more conducive environment for research and other activities.

Research and innovation

NIPRD said it was also strengthening its research and innovation ecosystem by restructuring its Intellectual Property and Technology Transfer Office and Grant Office.

It has established an Office for Strategic Partnerships and Commercialisation, headed by Adeola Jegede, a scientist with experience in policy, monitoring and evaluation.

The office is expected to facilitate partnerships, attract research opportunities and support the commercialisation of products developed from research carried out by the institute.

An example of the institute’s research efforts is the success of its scientist, Isaac Ajeh, who won a NASENI Innovation Grant for research into converting plantain peels into pharmaceutical products.

The project seeks to explore how agricultural waste can be transformed into useful pharmaceutical products, highlighting the potential intersection between local research, healthcare and sustainable innovation.

ALSO READ: UK increases Ebola response funding to £78.7m

NIPRD said it was also expanding its digital capacity through upgrades to its NCC Centre, computer-based testing facilities and other information and communication technology infrastructure.

According to the institute, the facilities will support computer-based examinations, digital research and technology-driven learning, while providing access to ICT facilities for schools in surrounding communities.

The administration has also supported researchers to participate in national and international training programmes, which the institute said would expose them to global best practices and strengthen scientific collaboration.

“Under Professor Builders’ leadership, NIPRD continues to pursue initiatives aimed at strengthening local pharmaceutical production, translating research into practical solutions, and improving Nigeria’s healthcare capacity,” it noted.


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Plateau: Alake calls for establishment of army battalion, stronger enforcement to curb illegal mining

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The Minister of Solid Minerals Development, Dele Alake, says the establishment of an army battalion in Zurak, Plateau State and stronger enforcement against illegal mining can prevent mining-related tragedies.

Mr Alake said strengthening agencies such as the mining marshals and establishing a military presence in the area would help secure mining sites, deter illegal operators and prevent a recurrence of incidents such as the February gas poisoning.

He made the call on Friday in Abuja after receiving the report of the High-Level Investigation Committee on the Zurak mining gas poisoning incident in Wase Local Government Area of Plateau State.

The report was submitted to him by the co-chairman, Faruk Yabo.

About 37 people died and 25 others were hospitalised following exposure to toxic gases at an underground mining site in Kampani Zurak on February 18.

Following the incident, the federal government ordered the closure of areas covered by Mining Licence 11810, operated by Solid Unit Nigeria Ltd, and constituted a committee to investigate the immediate and remote causes of the tragedy.

The minister described enforcement as the most effective approach to tackling illegal mining, stressing that relevant agencies required greater operational capacity.

Mr Alake said the mining marshals had recovered more than 100 mining sites from illegal operators and apprehended scores of illegal operators, some of whom had been prosecuted or were undergoing prosecution.

The minister said strengthening the agency with more personnel, equipment, armaments and modern technology would improve its nationwide operations.

“With minimal inputs and requirements, the mining marshals have been able to achieve so much in so short a time. 

“Imagine if we were enabled to strengthen its capacity, have presence in almost every local government of the country,” he said.

Mr Alake said the proposed army battalion would complement the mining marshals, particularly because Zurak was remote and difficult to access.

He explained that the difficult terrain made it challenging for security operatives, ministry officials and inspectors to move in and out of the area to carry out their duties.

He added that while the mining marshals could clear illegal mining sites, they could not remain there permanently to prevent unauthorised operators from returning.

Mr Alake also called for stronger regulatory frameworks and enforcement of preventive policies to minimise the impact of mining accidents.

The minister said the Zurak incident was the first reported case of poisonous gas inhalation in Nigeria’s mining sector, noting that the victims were illegal operators.

He said the incident highlighted the dangers associated with illegal mining, particularly in remote locations where government officials faced difficulties monitoring operations and enforcing regulations.

He explained that illegal mining had previously been carried out with impunity because there was no clear pathway for addressing the problem and enforcing existing regulations.

The minister also stressed the need to make contingency arrangements to reduce casualties whenever accidents occurred.

Mr Alake commended the committee for doing a thorough job.

He promised that the ministry would submit the recommendations to higher authorities for consideration and implementation.

Earlier, while presenting the committee’s report, Mr Yabo said the panel established that the victims died in an abandoned underground mining adit where carbon monoxide and hydrogen sulphide had accumulated because of inadequate ventilation.

He said the abandoned workings dated back to the German and British colonial mining eras and had continued to attract unauthorised persons searching for minerals.

“These old workings with waste dump estimated at more than 50 million tonnes were never properly closed down during the colonial era and they continued to attract unauthorised persons in search of minerals,” Mr Yabo said.

He said the victims were not employees of Solid Unit Nigeria Ltd but were among persons generally described as illegal miners who entered the abandoned workings.

The chairman said findings showed that the company maintained qualified technical personnel, paid its annual service fees, held a valid mineral title extending to November 2043 and complied with regulations governing the use of explosives.

However, despite the findings on regulatory compliance, the chairman said the committee recommended that the company should take responsibility for securing the affected abandoned mining sites within its general concession area.

He said: “Solid Unit Nigeria Limited must fence and secure the affected sites in spite that this is not within their own workings. However, we believe being in their general area, they should take responsibility,” he said.

The committee, he said, recommended stronger control of mining lease areas, improved security at abandoned sites, community sensitisation and skills acquisition programmes for residents.

The committee also urged the ministry to improve the resources available to regulatory agencies and intensify the nationwide audit and securing of abandoned and legacy mine sites, among other recommendations. 

(NAN)

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