SevenAccelerator closes follow-on investment with Dogs`n Tiger

Unterföhring, August 27, 2024. – SevenAccelerator invests again in The Dude Food Company GmbH, the company behind the successful pet food brand Dogs'n Tiger, with a media investment in the low single-digit million range. At the same time, ProSiebenSat.1's investment arm for early-stage start-ups has converted the media volume from the first deal into shares in the company and is now a shareholder in Dogs'n Tiger. The renewed investment underlines the continuity of the successful cooperation between the partners.

Dogs'n Tiger has firmly established itself in the range of pet food retailers with its high-quality products for dogs and cats, after the company initially built up its own customer base as a direct-to-consumer distributor, primarily via its online store. The ambitious start-up was founded in Hamburg in August 2021 and, since October of the same year, SevenAccelerator has been supporting the company in its mission to offer owners the highest quality food for their pets. During the first campaign, the brand ran TV commercials on ProSieben, SAT.1, Kabel Eins and sixx, among others, and as part of the follow-on investment, the new Dogs'n Tiger commercial will be shown on selected channels of the media group from September.

Dogs'n Tiger initially started with a limited range of snacks for dogs and cats and later expanded its range to include wet and dry food due to its success. With the introduction of the latest product line "Schlemmer-Menüs", Dogs'n Tiger is aiming to gain a sustainable foothold in the German retail market, after the brand has already received a nationwide listing at Spar in Austria. The new "Schlemmer-Menüs" are complete meals with a high meat content and fresh vegetables, which cat and dog owners greatly appreciate and which have scored very well in relevant tests, including those carried out by Futtertester.de. They are also cheaper than monoprotein variants, which are mainly aimed at sensitive cats and dogs.

SevenAccelerator's media investment is intended to help Dogs'n Tiger in particular to further increase its brand awareness in Germany and at the same time to expand all distribution channels, especially in stationary retail. With this investment, SevenAccelerator underlines its expertise in sustainably building up consumer-oriented start-ups through individually tailored investments in the form of media volume and significantly increasing their brand awareness via ProSiebenSat.1's high-reach TV and digital channels. The investment unit places particular emphasis on partnership-based support for the start-ups and close cooperation with their management teams. Using SevenAccelerator as a catalyst, the ProSiebenSat.1 Group can identify economic and social trends at an early stage and actively develop its portfolio across the Group. At the same time, the digital group becomes an essential pillar in Dogs'n Tiger's marketing planning thanks to its expertise in addressing target groups.

Maximilian Jochim, Managing Director SevenVentures: "The fact that Dogs`n Tiger has repeatedly chosen to work with us underlines our expertise in strategic brand building. The unbroken strength of TV as an advertising medium pays off, especially for products that require a high level of trust and credibility from consumers. Dogs`n Tiger's presence on our high-reach channels and platforms also improves the brand's chances for nationwide listings in retail, as retailers can expect long-term advertising effects and consumer demand."

Manuel Lopez, co-founder & CEO Dogs`n Tiger: "With our Schlemmer-Menüs, we have succeeded in launching extremely high-quality pet food products that meet all quality requirements in terms of tolerability and taste 100%. In order to reach an even broader target group and convince customers of the quality and uniqueness of the Dogs`n Tiger brand, we have once again decided to run an extensive TV and digital campaign, which will start in September on ProSiebenSat.1. The first campaign already significantly increased the number of visits to our website and led to permanently higher sales. After launching our new portfolio in April and presenting it to retailers in May, we now want to drive our sustainable corporate growth through our collaboration with SevenVentures."

The Dogs'n Tiger team consists of marketing experts with over 10 years of experience in the D2C business, experienced sales staff and a product development team of nutritionists and a vet. The company therefore offers its own customers transparent declarations on ingredients, a wealth of knowledge on the subject of animal nutrition and individual nutritional advice.

About SevenVentures: SevenVentures is the leading TV media investor and, as a company in the Commerce & Ventures segment of ProSiebenSat.1 Media SE, the optimal partner for high-growth consumer-oriented companies, especially from the consumer goods, retail and services sectors, that have the potential to achieve sustainable success through the use of TV advertising: In return for shares in their equity (media-for-equity) or revenue shares (media-for-revenue), companies receive advertising time on ProSiebenSat.1 stations in particular. In the Commerce & Ventures segment, ProSiebenSat.1 bundles the Group's minority and majority investment areas. In addition to SevenVentures with the SevenAccelerator, this also includes the investment unit SevenGrowth and the companies of NuCom Group.