News

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

Published

3 weeks ago

April 28, 2026

Preport

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

Advocacy group urges govt to establish spinal cord injury rehabilitation facility

Published

1 hour ago

May 20, 2026

Preport

The Spinal Cord Injuries Association Centre (SCIAN) has appealed to the Nigerian government to establish a dedicated hospital for the rehabilitation of those with spinal cord injuries.

Abdulwahab Matepo, the group’s president, spoke at a press conference on Wednesday in Amuwo-Odofin, Lagos.

Mr Matepo highlighted the neglect and lack of attention to rehabilitation issues in Nigeria despite the high incidence of spinal cord injuries due to road crashes, violence and other causes.

“I did my own (rehabilitation) in Germany. She (secretary) did hers in India. You have people like that. If you ask anybody who has done rehab, it’s either India, Germany, the UK, the US, or South Africa,” the disability rights advocate said.

“ There’s no simple rehab work facility for us in Nigeria.”

He noted that disability is a universal possibility that can impact any individual at any moment, highlighting the critical necessity for accessible rehabilitation services.

Spinal cord injury occurs when the spinal cord is damaged, disrupting communication between the body and the brain. It damages the nerves in the spinal column, leading to varying degrees of permanent motor, sensory, and functional impairment.

To help survivors of violence, falls, and road traffic accidents in Nigeria regain their quality of life, comprehensive rehabilitation is essential. Such services are urgently needed to foster independence and prevent potentially life-threatening complications.

Government support

Mr Matepo noted that the government allocated some hectares of land to the group for the construction of a rehabilitation centre, but their involvement seems to end there.

He, however, noted that the Lagos State government has contributed by fencing the premises and landscaping, but the purpose of the land has yet to be achieved.

**The proposed land for the rehabilitation facility in Amuwo-Odofin, Lagos, within SCIAN premises**

According to Mr Matepo, adjusting to life after a spinal cord injury is difficult.

He noted that the absence of mental health resources and societal barriers to embracing this new reality exacerbate the risks of suicide and depression among survivors.

He explained that at the rehabilitation hospital, the spinal cord injury patients would undergo mental health, physical, occupational and vocational therapy, amongst others.

He said the physical therapy includes training in using wheelchairs and other assistive devices, which is often necessary but not always provided, while occupational therapy helps individuals learn new skills to maintain economic independence and community integration.

Mr Matepo added that mental health therapy is crucial for coping with the psychological impact of the injury, including depression, which is a significant issue amongst spinal cord injury survivors.

He also shared a personal experience of being advised to find ground-floor accommodation after he was discharged from the hospital, six months after the accident that left him wheelchair-bound.

Rehabilitation 20230 initiative, policy gap

The group’s president said that in 2017, the World Health Organisation (WHO) launched a programme called ‘Rehabilitation 2030,’ and developed a tool to assess how each country is performing.

The initiative aims to recognise rehabilitation as an essential service and integrate it into the healthcare system.

“Recently, they were in Nigeria to deploy the tool, and what they found was far below expectations,” Mr Matepo said.

He noted that Nigeria lacks a rehabilitation policy and that rehabilitation is not mentioned in its health policy.

Rehabilitation centre overview

On his part, David Majekodunmi, an architect and consultant, emphasised the role of a rehabilitation centre in restoring dignity, rebuilding independence and creating hope for individuals with spinal cord injuries.

**David Majekodunmi, an architect and consultant, at the media briefing on Wednesday in Lagos**

Mr Majekodunmi noted that the proposed centre would feature a comprehensive range of facilities, including specialised spinal rehabilitation boards, physiotherapy and occupational therapy units, hydrotherapy and mobility training facilities, and vocational and skills-acquisition facilities.

News

Chelle Names Okonkwo, Osimhen in 25-Man Super Eagles Squad for Poland, Portugal Friendlies

Published

2 hours ago

May 20, 2026

Preport

WhatsApp Image 2026 01 04 at 1.25.03 PM.jpeg

Head coach of the Nigeria national team, Eric Chelle, has unveiled a 25-man squad for the Super Eagles’ upcoming international friendly matches against Poland and Portugal in June 2026.

The Malian tactician selected a mix of established internationals and emerging talents as Nigeria continues preparations for future international competitions and qualification campaigns.

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Goalkeeper Arthur Okonkwo earned an invitation to the squad alongside prolific striker Victor Osimhen, who headlines the attacking options for the two high-profile encounters.

Regular Super Eagles stars including Ademola Lookman, Alex Iwobi, Wilfred Ndidi and Calvin Bassey were also included in the squad.

The fixtures against Poland and Portugal are expected to provide important tests for Chelle as he continues to build his preferred squad and tactical identity ahead of competitive assignments.

Nigeria will take on Poland before facing Portugal in what are anticipated to be two major international friendlies against strong European opposition.

The games are also expected to offer opportunities for several fringe and new players to impress and cement regular places in the Super Eagles setup.

Super Eagles Squad for Poland, Portugal Friendlies

Goalkeepers:
Maduka Okoye (Udinese, Italy), Francis Uzoho (Omonia, Cyprus), Arthur Okonkwo (Wrexham, England)

Defenders:
Bruno Onyemaechi (Olympiakos, Greece), Zaidu Sanusi (FC Porto, Portugal), Bright Osayi-Samuel (Birmingham City, England), Calvin Bassey (Fulham, England), Semi Ajayi (Hull City, England), Emmanuel Fernandez (Rangers, Scotland), Igoh Ogbu (Slavia Prague, Czech Republic)

Midfielders:
Alex Iwobi (Fulham, England), Frank Onyeka (Coventry City, England), Wilfred Ndidi (Besiktas, Turkey), Fisayo Dele-Bashiru (Lazio, Italy), Raphael Onyedika (Club Brugge, Belgium), Tochukwu Nnadi (Olympique Marseille, France), Alhassan Yusuf (New England Revolution, USA)

Forwards:
Ademola Lookman (Atletico Madrid, Spain), Samuel Chukwueze (Fulham, England), Moses Simon (Paris FC, France), Paul Onuachu (Trabzonspor, Turkey), Akor Adams (Sevilla, Spain), Victor Osimhen (Galatasaray, Turkey), Terem Moffi (FC Porto, Portugal)