Nom Nom Acquisition, Valuation, Funding & Investors

Nom Nom was acquired by Mars for $1B in January 2022.

Nom Nom acquisition price

$1B

Acquired by Mars · Jan 2022

Cumulative funding Nom Nom raised

$13M

across 2 funding rounds

Key investors in Nom Nom

  • Greycroft
  • Headline
  • CircleUp
  • Tandem Capital
  • eVentures
  • Bullish

Nom Nom Overview

About Nom Nom

Nom Nom is a San Francisco-headquartered pet food company offering fresh, human-grade meal subscriptions for dogs and cats. Recipes formulated by board-certified veterinary nutritionists feature ingredients like cage-free chicken and wild salmon, delivered in pre-portioned packs weekly. The service customizes plans based on pet age, breed, and health needs, backed by in-house research on canine nutrition.


Founded

2015

HQ

United StatesNashville, TN

Status

Acquired

Customer focus

B2C

Revenue model

Subscription

Valuation

$1B (acquired Jan 2022)

Nom Nom Acquisition

Nom Nom was acquired by Mars for $1B on 15 January 2022.

Before the acquisition Nom Nom had raised $13M across 2 funding rounds.

Nom Nom is a Nashville, Tennessee-based direct-to-consumer fresh pet food company founded in 2015 that sells refrigerated dog and cat foods made with minimally processed, whole ingredients. The company operates a technology-driven model focused on fresh pet nutrition, with products sold through its website and approved by pet nutritionists, supplemented by treats and supplements. Nom Nom also operates a production facility in Davidson County, Tennessee, established in 2018. Mars Petcare agreed to acquire Nom Nom for $1 billion in January 2022, according to Bloomberg reporting. The acquisition positioned Nom Nom as an autonomous brand within Mars' Royal Canin division, similar to other Mars-owned brands like Royal Canin and Eukanuba, allowing the company to maintain its own brand positioning, strategies, and entrepreneurial culture while benefiting from operational synergies. This acquisition was part of Mars' broader strategy to expand in the growing direct-to-consumer and fresh pet food categories, complementing its existing portfolio. Prior to the Mars acquisition, Nom Nom had raised $47 million across five funding rounds since its 2015 founding, with investors including Anchor Capital, Coefficient Capital, Greycroft, Bullish, and Tandem Capital. The company announced a Series B funding round of $34 million in April 2021, just nine months before the Mars acquisition closed in January 2022.

Nom Nom acquisition details
AcquirerDateTypePrice
  • Mars
15 Jan 2022Strategic M&A$1B

Nom Nom Funding History

Nom Nom has raised a total of $13M across 2 funding rounds.

Nom Nom's first fundraising round was a $3M seed round in May 2018. The most recent completed round was a $10M Series A in May 2018.

Nom Nom funding rounds

Nom Nom funding rounds
DateStageInvestorsRaisedDeal Summary
May 2018Series AGreycroft; Bullish; Tandem Capital; eVentures; CircleUp; Headline$10MNom Nom raised funding in a Series A round on May 10, 2018, with participation from Bullish, Greycroft, and Tandem Capital, among others. The company has secured a total of $47 million across five funding rounds. This 2018 round followed a Seed VC round on August 2, 2016. Nom Nom's most recent funding was an acquisition on January 14, 2022.
May 2018SeedHeadline (lead); Greycroft; Tandem Capital; eVentures; CircleUp$3M-

Who has invested in Nom Nom?

6 investors have backed Nom Nom across its funding rounds, including Greycroft, Headline, CircleUp, Tandem Capital, eVentures and Bullish.

Lead investors include Headline.


Nom Nom Investors

Investors in Nom Nom by funding rounds participated
InvestorHQRoundsRoleFirst check
GreycroftUnited StatesNew York City, NY2ParticipantMay 2018
Tandem CapitalUnited StatesSan Francisco, CA2ParticipantMay 2018
eVenturesIndiaMumbai2ParticipantMay 2018
CircleUpUnited StatesSan Francisco, CA2ParticipantMay 2018

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Nom Nom Competitors

Nom Nom competitors include listed companies like Pet Valu and Petco, and private ones like The Honest Kitchen, Seek Pet Foods, Pet Circle and Butternut Box.

Public and private companies comparable to Nom Nom
CompanyHQStatusRevenueEBITDAValuationRevenue Multiple
The Honest KitchenUnited StatesSan Diego, CAPrivate--$500M-
Seek Pet FoodsChinaShandongPrivate--$462M-
Pet CircleAustraliaSydneyPrivate$269M-$1B3.7x
Butternut BoxUnited KingdomLondonPrivate$161M-$952M5.9x
Pet ValuCanadaCanadaPublicly listed$842M$170M$858M1.7x
PetcoUnited StatesUnited StatesPublicly listed$6B$317M$687M0.5x

Nom Nom Public Comps

Nom Nom is no longer listed, but its public comps include Scandi Standard, Toly Bread, AGT Food and Ingredients, Cobram Estate Olives, Vetoquinol, Cosmecca Korea, Grupo Herdez, Armada Gida, Chicmax Cosmetic and Princes Group.

Last FYEV/RevenueEV/EBITDA
RevenueEBITDALast FYLTM2027ELast FYLTM2027E
Scandi Standard$1.4B$103M0.9x0.8x12.3x10.3x
Toly Bread$812M$123M1.4x1.4x9.4x9.2x
AGT Food and Ingredients$59M$56M18.1x0.5x18.9x7.5x
Cobram Estate Olives$191M$7M7.1x5.8x183.3x23.6x
Vetoquinol$605M$127M1.3x1.3x5.9x5.9x
Cosmecca Korea$467M$71M2.5x2.1x16.5x12.9x
Grupo Herdez$2.2B$440M0.7x0.9x3.6x5.8x
Armada Gida$250M$26M4.3x-41.7x-

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Common questions about Nom Nom

When was Nom Nom founded?Nom Nom was founded in 2015.
Where is Nom Nom headquartered?Nom Nom is headquartered in Nashville, TN, United States.
Is Nom Nom publicly listed?No, Nom Nom was acquired by Mars in January 2022.
Who acquired Nom Nom?Nom Nom was acquired by Mars in January 2022.
How much was Nom Nom acquired for?Nom Nom was acquired for $1B in January 2022.
How much funding has Nom Nom raised?Nom Nom has raised $13M across 2 funding rounds.
What was Nom Nom's last funding round?Nom Nom's last funding round was a $10M Series A in May 2018.
Who are Nom Nom's investors?Nom Nom's investors include Greycroft, Tandem Capital, eVentures, CircleUp, Headline and Bullish.
Which companies are comparable to Nom Nom?Companies comparable to Nom Nom include The Honest Kitchen, Seek Pet Foods, Pet Circle, Butternut Box, Pet Valu and Petco.

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