About Nom Nom
Nom Nom provides fresh, custom-portioned vet-formulated meals for dogs. It cooks and delivers dog food products with door delivery services and offers subscription meal plans. The company was founded in 2015 and is based in Nashville, Tennessee. In January 2022, Nom Nom was acquired by Mars.
Research containing Nom Nom
Get data-driven expert analysis from the CB Insights Intelligence Unit.
CB Insights Intelligence Analysts have mentioned Nom Nom in 2 CB Insights research briefs, most recently on Dec 22, 2022.
Expert Collections containing Nom Nom
Expert Collections are analyst-curated lists that highlight the companies you need to know in the most important technology spaces.
Nom Nom is included in 3 Expert Collections, including Household Essentials & Pet.
Household Essentials & Pet
This collection includes companies developing household essentials- and pet-related products, including household cleaners, laundry detergents, paper goods, and pet food and accessories.
This collection includes startups that make pet food, treats, and accessories, pet-focused retailers, and pet services like dog walking marketplaces and vet clinics.
Direct-To-Consumer Brands (Non-Food)
Startups selling their own branded products directly to consumers through owned e-commerce channels, rather than relying on department stores or big online marketplaces.
Latest Nom Nom News
Sep 19, 2023
Expert on Consumer Trends, Sustainability & Innovation Got it! The current younger generations are redefining pet ownership. This means marketers need to rethink how they’re reaching these younger pet owners with their messages. Marketing to younger generations is challenging. Nom Nom is showing how successful brands can reach ... [+] the fickle, trail-blazing younger generations. getty I’ve always been impressed by companies that know how to market to the trend-setting yet oft-unpredictable younger generations. Understanding what makes a millennial tick or what motivates a Gen Zer to get out of bed in the morning isn’t easy. That’s why I was impressed when I connected with Alison Ehrmann, the CMO of the innovative fresh pet food brand Nom Nom . During her time at Nom Nom, Ehrmann has overseen a promotional initiative that aims to capture the attention and loyalty of next-gen crowds as they cater to their pets’ needs. Here are a few nuggets of generational marketing wisdom from my conversation with her. It Starts With Understanding MORE FOR YOU “Understanding your audience is paramount to successful marketing,” she said. This goes beyond basic demographics and traditional market research. Marketers need to deeply understand what their ideal customer’s life looks like and what motivates them. “What is their day like?” she asked, “What are their goals and challenges? What keeps them up at night? How do they measure success? Once you truly understand their unmet needs, you can make an emotional connection on how your product or service is a solution to this void.” I followed by asking, “What does going beyond basic demographics look like?” Ehrmann explained that members of the millennial and Gen Z generations have distinct values, behaviors, and preferences that they identify with. “These generations demand authenticity and transparency and can astutely spot insincerity,” she said. Next-gen marketing must go beyond basic buying and selling. Even with something as simple as pet ownership, younger generations are looking for brands that understand their goals, share their values, and fit naturally into their lives. “For them,” Ehrmann said, “the brand story can be as compelling, if not more so, than the value propositions they’re offered.” The concept isn’t unique. Forbes Council Member Rebecca Brooks reports that younger shoppers are “more inclined to view their purchases as key to understanding who they are and what matters to them.” She adds that 68% of Gen Zers and millennials agree that the products they buy “are a reflection of their personality, values and beliefs.” What Does This Look Like In Action? Nom Nom knows that millennials and Gen Zers are becoming more conscious and proactive about health — not just for themselves but for their pets, too. When Nom Nom users sign up for fresh dog food delivery, they provide information through a pet health assessment survey. The company uses these data-driven insights to tailor product recommendations, personalized email campaigns, and a variety of marketing content. The brand also offers recipe recommendations and provides portioning suggestions based on the individual dog’s health needs. Their website provides a plethora of resources that can help dog owners, from newbies to seasoned veterans, find suitable food options for dogs of all kinds, from puppies up to senior canine citizens. The brand likes to meet its customers on their turf. “You need to show up where and how they already engage,” Ehrmann explained, “This often means digital platforms where authentic influencer partnerships can help tell your brand story in a relatable and engaging way.” Nom Nom doesn’t just interact on social media. The company also works with creators and influencers to create content surrounding their brand. This is repurposed into authentic, relatable advertising collateral that Nom Nom’s marketing team can use over and over again. Value Each Touchpoint From Ehrmann’s perspective, Nom Nom’s success isn’t a one-time event. It’s a reproducible approach that starts with initiative. “Regardless of what demographic you’re targeting,” she said, “every touchpoint is a chance to engage, inspire, and build a strong connection that goes beyond the screens.” Those touchpoints are critical to connecting customers with solutions. They are all win-or-lose moments. Make each one count. Jennifer Harmon a content unicorn with Convince & Convert explained, “Having kids is no longer a given. Increasingly, Millennials and Gen Z’ers are choosing to forgo parenthood, thinking long and hard about factors like climate change, rising costs of living, and how free time is spent. Instead, dogs dominate many child-free households. As values and priorities change, so do consumer purchasing behaviors. This’ll mean increases in spending power—and competition—in the pet care space for years to come. And marketers that engage in social listening, personalization, and authenticity will come out as leader of the pack.” Follow me on LinkedIn . Check out my website .
Nom Nom Frequently Asked Questions (FAQ)
When was Nom Nom founded?
Nom Nom was founded in 2015.
Where is Nom Nom's headquarters?
Nom Nom's headquarters is located at 1605 County Hospital Road, Nashville.
What is Nom Nom's latest funding round?
Nom Nom's latest funding round is Acquired.
How much did Nom Nom raise?
Nom Nom raised a total of $47M.
Who are the investors of Nom Nom?
Investors of Nom Nom include Mars, RX3 Growth Partners, Bullish Partners, Tandem Capital, Greycroft and 7 more.
Who are Nom Nom's competitors?
Competitors of Nom Nom include The Honest Kitchen and 2 more.
Compare Nom Nom to Competitors
The Honest Kitchen manufactures and sells "human-grade" pet food. The company was founded in 2002 and is based in San Diego, California.
The Farmer's Dog provides subscription-based pet foods. The company allows users to build customized plans according to their pet's needs. It was founded in 2014 and is based in New York, New York.
Ollie develops fresh dog food made from human-grade ingredients. It produces human-grade, freshly made meals with real ingredients dogs love. It was founded in 2016 and is based in New York, New York.
Dog Child is a cook-at-home dog food brand. The company provides various meal mixes and recipes for dogs. Dog Child is based in Toronto, Canada.
Ohanafy is a business management software for craft beverage producers. It specializes in salesforce, business intelligence, customer relationship management, sales, inventory management, employee management, and more. The company was founded in 2022 and is based in Wilmington, North Carolina.
Butternut Box is a company that focuses on the pet food industry, specifically providing meals for dogs. The company offers freshly prepared dog food that is gently cooked and frozen to lock in freshness and flavor, without the use of fillers or artificial preservatives. The meals are crafted using a variety of ingredients such as human-quality meat and fish, vegetables, and beneficial herbs, all aimed at promoting health and happiness in dogs. Butternut Box was founded in 2016 and is based in London, United Kingdom.