Notti’s priority was a science-backed ingredient list with transparent and comprehensive terminology (All photos: Notti Pet Food)
You are what you eat. This piece of advice that many of us grew up hearing is scientifically proven — your diet has a direct effect on your health. But did you know that this applies to animals too?
As can be seen from the mega conventions held for them to viral internet videos, pets have taken over our hearts and the world. According to Standard Insights’ Consumer Report Malaysia 2023, just over half of Malaysians are proud “fur parents”, with most of them owning dogs and cats. However, as much as they adore their pets, many owners are ignorant about giving them optimum nutrition, often settling for what is most affordable and available at the supermarket.
Enter Notti Pet Food, established in July last year by Ke Yee Yap, out of her love for her furry friends who were exhibiting signs of insufficient nutrition like shedding and allergies.
Yap, who has a background in food science and nutrition, as well as experience in the human food industry, noticed a lack of accessible nutrient-dense pet food and began creating her own “With my knowledge, I was always trying to make something for my cats and dog,” she says.
“I started with observing them and their different issues. I thought, ‘They’re eating the same food every day, so it must be something in the ingredient list that’s causing this’. I wondered why we cannot make better meals for them, since we love them so much and they’re like family to us. Why aren’t they eating food that’s as good quality as ours?”
With that in mind, she set out on a mission to create tasty and healthy products for household pets.
notti_campaign3421_by_lobach_1.jpg
While many animal lovers, especially those familiar with current social media trends, are huge fans of raw feeding, Yap wanted to create a superior version of kibble that was practical for the average citydweller who may find it tedious sourcing and preparing elaborate raw meals daily.
Notti’s priority was a science-backed ingredient list with transparent and comprehensive terminology. “A lot of people don’t know how to read ingredient lists and labels,” notes Yap.
Similar to the processed junk food many humans consider guilty pleasures, much of the pet food found at local supermarkets are made with additives and fillers that have little to no nutritional value.
Yap uses cats as an example. These obligate carnivores need high-protein, low-carb meals but this requirement is not met by mainstream kibble brands, which include large quantities of fillers like rice, corn and wheat.
When consumed in excess over long periods of time, these can trigger allergic reactions and even have serious health consequences like excess shedding, rashes and kidney stones. Additionally, the low-protein make-up of these products, as well as the strong odours they may emit, can be unappetising to pets, leading to picky eating and subsequent malnutrition.
“We always encourage pet owners to read the ingredients on the back of the packaging, especially the first five,” Yap says.
notti_campaign0761_by_lobach_2.jpg
This is where Notti stands out. While several common brands list grains as their main ingredients and others include misleading terms like “meat byproducts” or “poultry meal” (the latter being powder created from unwanted parts of the bird, like organs or bones), Yap is firm on using only fresh meat such as chicken or tuna, and being fully transparent about what your four-legged companion is eating.
This also applies to the healthy fat sources used, which she says are always fish or chicken-based, as well as the supplements added to the mix. “We like to add pro- and prebiotics for digestion. Good vitamins and fibre are also important, and we get ours from produce like broccoli, spinach and blueberries.”
In addition, Notti uses a low-temperature slow-baking process, which is best for the high meat content. Yap explains that it is typical of commercial brands with high-carb formulas to cook at higher temperatures as it “puffs the kibble up like popcorn”, similar to airy rice crackers. Notti’s method allows each biscuit to come out “tastier, crunchier and more fragrant”.
“A lot of big brands also don’t show their lab reports. Notti wants to be more transparent and will always share our latest findings and numbers on our website. This is something that can also train owners to understand food packaging better and pick something suitable for their pets.”
Making better choices hinges on education. In addition to sharing lab results, one of the brand’s main focuses when it comes to disseminating information is having a strong social media presence, which Yap believes was “something that really caught the market’s attention”. A glance at Notti’s Instagram page shows cheeky illustrated campaigns and funny reels, which set it apart from commercial brands with plain branding and no personality.
Notti also regularly hosts pet-friendly community events where owners from all over the city can meet and bond over a shared love for animals. “They come and always end up discussing various optics for their pets, which is not only really cute to see but also a proud achievement for us, creating such a lasting, close-knit community,” Yap says.
keyee_yap_500_global_.jpg
Despite the label’s impressive success over the past year, she notes there is still some way to go before businesses such as Notti can achieve the prominence of international brands. After all, the perception that imported goods are inherently better than local ones is strongly ingrained in many Malaysians. This, combined with its higher price tag, means convincing consumers that Notti is a healthier long-term investment requires extra muscle and patience.
But, the brand’s hard work and glowing testimonials have not gone unnoticed. Last month, it was announced that venture capital firms 500 Global and First Move would provide Notti with a seed investment of RM2.4 million, a major milestone for any independent homegrown brand. The funds will go towards helping the label expand its product range, enhance research and development efforts and reach more markets in Southeast Asia.
“We are still a young company in our baby stage,” Yap comments. “But I think our hard work and online traction, as well as the positive reviews from owners who switched to Notti, really helped us get recognised.”
Now if that is not exceptionally “paw-sitive” and promising news, we do not know what is.
This article first appeared on Jul 15, 2024 in The Edge Malaysia.
