Opportunity

The pet food industry is broken. We're fixing it.

KetoNatural makes the lowest-carbohydrate and highest-protein dry dog food products in the history of the US pet food industry. For years, industry-friendly labeling rules have artificially suppressed demand for products like ours. But the rules just changed.
Regulatory changes include new label requirements, per AAFCO (see report linked below).
America's dogs are shockingly unhealthy.
  • 59% of American dogs are overweight. It’s more detrimental for them than a lifetime of smoking is for humans (source).
  • Canine diabetes rates have spiked nearly 80% in the last decade (source).
  • Cancer is now the #1 cause of death in dogs and 1 in 4 will be diagnosed with the disease (source).
The culprit? Carbohydrates.
Hidden in plain sight, they make up over 50% of most “premium” kibbles, despite clear scientific links to chronic diseases in dogs. And for decades pet food companies haven’t been required to tell that to consumers. But that’s about to change.
New regulations will soon force all pet food brands to disclose carbohydrate content to consumers.
It’s a turning point for the industry (source: Association of American Feed Control Officials). And KetoNatural is already ahead of the curve.
We make the lowest-carbohydrate and highest-protein dry dog foods in the history of the US pet food industry. And no one else even comes close. We’re doing for pet food what $100M+ high-protein, low-carb brands like Kodiak Cakes, Magic Spoon Cereal, and Halo Top Ice Cream have all done for “people food.”

Invest in KetoNatural

Total Invested:
Awaiting Data
Offering of SecurityType under Regulation CF
What is this?
Investing in a SAFE means being entitled to a number of shares in the future, if the SAFE converts to equity. If converted, the SAFE's valuation cap determines the price and quantity of shares you receive. If the company valuation is higher than the valuation cap at the time of the conversion, investors earn a return. Learn more about this offering structure below.
Total invested:
Awaiting Data
$1.25 per share
$500 min. investment
Ends 1/1/2025
Min
Max
Market

Pet Food is a $30+ Billion Industry. And It's All Built on Carbs.

There are at least 89.7 million dogs and 73.8 million cats in the US (source).

And a growing number of them are suffering from chronic health conditions. According to national data, 59% of American dogs and 61% of cats were overweight or obese (source), diabetes rates skyrocketed by nearly 80% in the last decade (source), 1 in 4 dogs will be diagnosed with cancer in their lifetime (source).

In 2023, Americans spent $36.7 billion on dog food. Of that, more than $11 billion was spent on “premium” dry dog foods (i.e., the most expensive kibble-style products in the market) and more than $2 billion was spent on premium “therapeutic” dog foods (i.e., foods intended to support specific canine health needs). All three of these annual totals grew by approximately 50% in the five years leading up to 2023 (source: Euromonitor International’s 2024 “Dog Food in the US” Report, and Statista Market Insights).

At the same time, the low-carb movement in human nutrition has exploded into a multibillion-dollar category. Brands like Halo Top, Magic Spoon, Kodiak Cakes, and Atkins have proven that health-conscious consumers will pay a premium for low-carb, high-protein foods that support long-term health and wellness.

As new labeling laws come into effect in pet food, we believe that a $50M+ “low-carb, high-protein” brand is going to emerge. And we believe it’s going to be us.
Competitive Advantage
Our recipes are built on a simple truth: dogs were never meant to eat carbohydrates. For more than 99.9% of their evolutionary history, canines consumed zero carbs. Today, chronic illnesses like obesity, diabetes, osteoarthritis, and cancer are widespread in domesticated dogs yet virtually absent in wild canines. Scientific research strongly suggests that high-carbohydrate diets are the problem.

We make the country’s first and only ultra low-carb, high-protein dry dog foods. They contain the least carbohydrate and the most protein in the U.S. pet food market. And nothing else even comes close.

Our diets are formulated to reduce blood sugar, body fat, and chronic disease risk in dogs. Our results are measurable: leaner bodies, lower insulin levels, more energy, and longer, healthier lives. These outcomes are backed by peer-reviewed studies and thousands of satisfied customers.

Unlike legacy brands built on fillers and marketing jargon, our products are grounded in real science. No other brand in the category has our combination of scientific backing, measurable health benefits, trust and integrity, and market timing. Our founder is a nationally recognized advocate for pet food reform, author of the most in-depth book ever written on canine nutrition, and a driving force behind the very regulatory changes now reshaping the industry.
Problem & Solution

The problem

The U.S. pet food industry is built on cheap carbohydrates and pets are paying the price.

Most dry dog foods contain 40–60% digestible carbs, not because dogs need them, but because carbohydrates are inexpensive and profitable. A calorie of meat protein can cost up to 10 times more than a calorie of carbohydrate. So while many pet food brands boast of “meat-first” recipes and “grain-free” formulas, the truth is that they’re still packed with carbs.

But because labeling laws in the US haven’t required pet food brands to disclose carbohydrate content for the past 40 years, most pet owners have no idea what’s really in the bag.

This is a major problem because peer-reviewed science shows that carbohydrate-rich diets cause blood sugar and insulin levels to spike, body fat to accumulate, inflammation to increase, and metabolic rates to slow in dogs. The products that dominate the pet food industry are causing real, concrete health problems on a massive scale.

The solution

KetoNatural makes the first and only line of ultra low-carbohydrate, high-protein dry dog foods in the history of the US pet food industry.

Our Ketona® recipes contain less than 5% digestible carbs—90% less carbs and twice as much protein as other leading premium kibbles. We’ve recreated the nutritional profile of a natural canine diet, but in a shelf-stable, easy-to-feed format that pet owners can actually afford.
This means:
  • Lower blood sugar.
  • Healthier body composition.
  • Fewer inflammatory markers.
  • Visible improvements in energy, weight, digestion, and vitality.
Our results are backed by peer-reviewed research, validated by thousands of customer testimonials, and approved by The Association of American Feed Control Officials (AAFCO).
Traction & Story

Thousands of customers, millions in revenue, real results for dogs.

Since launching in 2018, we’ve built a community of over 15,000 paying customers and generated more than $10 million in revenue, primarily through digital platforms such as Amazon.com and Chewy.com. In 2024, our high-performance digital marketing systems generated, on average, more than $8 in revenue for every $1 spent on advertising.

Our average product rating across all e-commerce platforms is 4.54 out of 5 stars, with 1,000+ verified reviews citing visible health improvements like fat loss, stabilized blood sugar, and improved lean muscle mass. And two new peer-reviewed studies involving our products validated these real-world observations, showing that Ketona produces lower blood sugar and greater fat burning than the leading prescription-only “Metabolic” dog food in the country.
$65
Cost Per New Customer Acquisition (2024)
$549
Revenue Per New Customer (2024)
$2.7M
Annual Revenue (2024)
15,000+
Customers (as of 2024)
Data from company financial records, which all investors should review to find further detail about operating history, revenue to date, costs, and other financials. Financial statements can be found within the Form C filed with the SEC.
Founding Team

Led By the Country’s Highest-Profile Advocate For Progress in Veterinary Nutritional Science

With no previous background in petcare other than his own passion for dogs, over the past fifteen years our founder and CEO, Daniel Schulof, has built a reputation as the country’s leading activist for progress and change in companion animal veterinary nutritional science and pet food consumer rights.

Daniel was a corporate lawyer when his journey into pet food reform began—not a vet, not a professional scientist, not an author, just a dog owner trying to understand how to make sound, well-informed choices for his own dog.

But the deeper he dug into the science of petcare, the clearer he saw that something was very wrong with how the lay public and the veterinary community were thinking about companion animal nutrition. Decades of harmful industry influence had produced a country full of lost and confused pet-owners, misinformed veterinary professionals, and millions of dogs that were getting sick and dying young as a result.
To bring public attention to the situation, Daniel resigned from his legal practice and spent the next four years writing Dogs, Dog Food, and Dogma—a 400-page exposé that’s been called “the most rigorous and probing canine nutrition book ever written.”

In 2017, he founded KetoNatural Pet Foods, to bring to market the nutritional philosophies espoused in his book. In 2022, he launched the Pet Food Consumer Rights Council, the first pet food consumer nonprofit organization in the history of the United States. And in 2024, he founded Illumination Animal Health to accelerate progress in veterinary nutritional science.

Daniel has led numerous high-profile lawsuits against major pet food companies and government agencies, calling out misconduct that has harmed pets and pet owners alike. He has also published peer-reviewed research and helped influence the regulatory changes now reshaping the industry. Today, he’s one of the most visible and credible voices pushing for honesty, transparency, and science in the world of pet food.

Name

Title

Dan Schulof

Founder & CEO
Biography
Entrepreneur, activist, lawyer, and science writer. Author, Dogs, Dog Food and Dogma: The Silent Epidemic Killing America’s Dogs and the New Science That Could Save Your Best Friend’s Life (2016). Founder, KetoNatural Pet Foods, Illumination Animal Health, and the Petfood Consumer Rights Council.

Name

Title

Michael D'Amico

COO/CFO
Biography
Strategic and visionary entrepreneur with proven track record of catalyzing growth by leveraging operational expertise and developing and leading high-caliber teams in established (>$1B) and startup (<$10M) ecosystems across diverse industries as well as leading multi-year transformation strategies. A chartered financial analyst with a Master’s Degree in Finance, Mike manages all KNPF financial matters as well as supply-side logistics and other key business operations.

Name

Title

Kamil Chmielewski

CTO
Biography
CTO with over 20 years of experience helping startups grow and exit. He was a key technical contributor at MightyNest (acquired by SC Johnson) and the VP of Engineering at Rithmio (acquired by Bosch). He brings deep technical expertise and startup know-how—having built the company’s Shopify-based storefront and guiding its tech strategy with a lean, impact-driven approach. With a Master’s in Computer Science from the University of Chicago, Kamil helps KNPF scale smarter and faster.
Revenue Model

Built on a Firm Foundation of “Gold Standard” Unit Economics

KetoNatural generates revenue by selling its ultra low-carbohydrate, high-protein dog food products—primarily through direct-to-consumer channels including our website, Amazon, and Chewy. To date, revenue has come almost entirely from U.S. dog owners purchasing online.

Over the past four years, we’ve built a highly efficient digital marketing engine, achieving an LTV:CAC ratio of approximately 4:1, a customer acquisition cost of $65, and a lifetime revenue per customer of $549. These best-in-class unit economics allow us to scale profitably while operating at or near breakeven.

Growth to date has been powered by our direct-to-consumer model, but our next stage of expansion includes distribution into the brick-and-mortar “pet specialty” retail channel. Based on successful regional trials, we expect to scale nationally over the next three years. While in-store sales will represent less than 10% of total revenue by YE27, we project they will account for roughly 33% by YE30. (Note: this is a forward looking statement based on the expectations of company management, and is subject to change depending on future events. See the Form C for more information about forward-looking statements and the risks of investing in an offering under Reg CF.)
Investors should review the Form C filed with the SEC for all information about forward-looking proceeds.
Financial Highlights & Risk Factors
Since raising our Series Seed investment round in 2020 we have grown from a $1M/year business burning $1M in cash every year to a nearly $3M/year business on the brink of profitability.

With the additional capital provided by this round we expect to accelerate our growth while continuing to operate at or about break-even profitability. If we achieve our $1.235M fundraising goal, we expect to roughly double our annual revenue by YE27. If we exceed our goal and reach $2M in total investment, we expect to more than triple our annual revenue by YE27. Growth will come primarily through the scaling-up of our digital marketing programs and product line, as well as through our initial expansion into the brick-and-mortar pet specialty channel.
Investors should review the Form C filed with the SEC for disclosures about projected results and forward-looking statements.
Use of Proceeds
Investors should review the Form C filed with the SEC for a full breakdown of use of proceeds, security class rights and restrictions, and other details about the planned deployment of capital from this offering.
Investor Risk Disclosures
All investors should review the risk disclosures below, also available in Form C filed with the Securities & Exchange Commission.
View Risk Disclosures
Investor Perks

Opportunities for bonus shares, KetoNatural discounts, and exclusive experiences

Early Dog Discount (Invest Within First 14 Days)
ADDITIONAL 10% share bonus (stackable with other bonuses if investing at higher tiers).
KetoNatural Pack Members ($1,500 – $3,499 Investment)
10% share bonus;
10% discount on all KetoNatural products for the next 12 months;
AND one free sample of all new product releases ( (treats, supplements, and foods) for the next three years.
KetoNatural Pack Leaders ($3,500 - $9,999 Investment)
15% share bonus;
15% discount on all KetoNatural products for the next 12 months;
$100 donation to the Pet Food Consumer Rights council in your name;
AND one free sample of all new product releases (treats; supplements, and foods) for the next three years.
KetoNatural Customer Leadership Committee ($10,000 - $49,999 Investment)
20% share bonus;
20% discount on all KetoNatural products for the next 12 months;
$200 donation to the Pet Food Consumer Rights Council in your name;
Social media spotlight featuring you and your dog on KetoNatural’s channels;
Invitation to quarterly Customer Leadership Committee conference call to collect feedback, ask questions, and discuss new product development with KetoNatural’s leadership team;
AND invitation and full admission to 2026 Pet Food Progress Conference (date and U.S. location TBD).
The Big Dogs ($50,000+ Investment)
33% share bonus;
33% discount on all KetoNatural products for life;
$1,000 donation to the Pet Food Consumer Rights Council in your name;
Social media spotlight featuring you and your dog on KetoNatural’s channels;
Invitation to quarterly Customer Leadership Committee conference call to collect feedback, ask questions, and discuss new product development with KetoNatural’s leadership team;
Invitation and full admission to 2026 Pet Food Progress Conference (date and U.S. location TBD);
AND a  1-on-1 pet nutrition consultation with Daniel Schulof, KetoNatural founder and CEO.

Invest in KetoNatural's mission to change pet food forever.

$1.58 per share
$250 minimum
Ends 12/31/2025
Updates & Press

Updates for investors and recent press coverage

Media coverage, press releases, and any relevant updates for prospective or current investors can be found below (if available).
Example callout text.
Frequently Asked Questions

Investor frequently asked questions

Frequently asked questions and responses for investors can be found below.
What is Regulation CF?
Regulation CF allows investors to invest in startups and early-growth companies. This is different from helping a company raise money on Kickstarter; by investing in a Regulation CF Offering, you aren’t buying products or merchandise - you are buying securities from a company that has filed a Form C with the US Securities and Exchange Commission.

Investments in securities of any kind carry inherent levels of risk - all investors should review the Form C in entirety before making an investment, including any risk disclosures. You can learn more about Regulation CF here.
Who is eligible to invest?
The American JOBS ACT has created a new opportunity for entrepreneurs to raise capital and investors to now invest in private, early-stage opportunities. Previously these early-stage investments were limited to accredited investors (those with a net worth or more than $1M or income of more than $200k). Although this is a new and exciting opportunity, there are still some limitations placed around how much a non-accredited investor may invest - please consult the Issuance Express education page to learn more.
What are the tax implications of making a Reg CF investment?
We cannot give tax advice, and we encourage you to talk with your accountant or tax advisor before making an investment.
How do investments in Preferred Shares work with an SPV co-issuer?
Investing in this offering means purchasing shares of Series A Preferred Stock in a dedicated SPV entity (KNPF WF SPV, LLC) established by the issuer (KetoNatural Pet Foods, Inc.) for this purpose. Under this structure investors purchase ownership in the SPV, which in turn purchases equivalent shares of the issuer's Series A Preferred Stock with the proceeds. Therefore, by purchasing Series A Preferred Stock from the SPV co-issuer entity, purchasers will receive co-issuer's securities that provide an indirect economic interest in the issuer on materially the same terms and with the same rights as if purchased directly from the issuer. Learn more about this offering structure within the Form C filed with the SEC for this offering.
What is the market for these securities? How can I expect to see a return on my investment if I invest in this offering?
Investing in any offering of securities by an early or growth stage company, including this one, carries inherent risk. There may not be a market for these securities in the immediate future or at any point in time, and an early stage investment may be largely illiquid due to the lack of a secondary market. Please consult the Form C filing for further information about risks and the potential of a return on investment. (Please note: this projection is based on the expectations of the management team).
What is Issuance Express?
Jumpstart Micro, Inc d.b.a. Issuance Express (“Issuance Express”) is a Funding Portal registered with the SEC and a member of FINRA. Under Regulation Crowdfunding, Issuance Express acts as an intermediary platform for Issuers (companies selling securities in compliance with the regulations) and Investors (individuals purchasing securities offered by Issuers). Issuance Express does not provide investment advice or make any investment recommendations to any persons, ever. Please see the funding portal disclosures page for more details.
Discussion

Investor questions for the company

Investor questions can be submitted via the Q&A section below, in order to be answered by a representative of the issuer company for this offering.

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Securities offered under Regulation Crowdfunding under the Securities Act of 1933 are offered by Jumpstart Micro, Inc, d.b.a Issuance Express, a Funding Portal registered with the Securities and Exchange Commission and a member of FINRA. Under the regulation, Issuance Express acts as an Intermediary platform for Issuers (companies selling securities in compliance with the rules) and Investors (individuals purchasing services offered by Issuers). Issuance Express does not provide investment advice or make any investment recommendations to any persons, ever, and at no time does Issuance Express come into possession of Investor funds transferred directly to a bank escrow account. Issuers and Investors should carefully read our Disclosures, Educational Materials, and our site Privacy Policy and Terms of Use before using the Issuance Express funding portal.

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