Hims Founders Launch Golden Child Dog Food With $37M

On Tuesday, Hims & Hers co-founders Hilary Coles and Quentin Lacornerie officially launched Golden Child, a premium direct-to-consumer dog food brand backed by $37 million in funding, aiming to disrupt the stagnant pet nutrition market with human-grade products.

Data-Driven Insights Meet Pet Wellness

The pet food market is undeniably crowded, a reality that initially made co-founder Hilary Coles skeptical when startup studio Atomic approached her with the concept. Coles, who spent seven years directing brand and consumer strategy at Hims & Hers before taking a break to raise her children, did not initially have pet food on her radar. However, Atomic’s proprietary market-testing methodology changed her mind.

Led by founder Jack Abraham, Atomic utilized “painted door tests”—highly controlled, lightweight experiments designed to gauge actual consumer behavior rather than self-reported preferences. The data revealed overwhelming interest in premium pet nutrition. Following this, the team analyzed 11,000 customer reviews of existing fresh dog food brands, uncovering widespread complaints regarding preparation inconvenience, digestive issues, and overall user frustration.

Shaking Up a Stagnant Pet Food Industry

According to Coles and co-founder Quentin Lacornerie, the premium pet food sector has lacked genuine innovation for over a decade. While some may argue the market is already highly crowded with human-grade options, Golden Child’s founders point to persistent consumer dissatisfaction as evidence of a gap in the market.

Lacornerie, who previously led personalized growth strategies at Hims & Hers, draws direct parallels between the evolution of human wellness and the future of pet care. As consumers increasingly prioritize proactive health measures like collagen supplements and strict ingredient transparency for themselves, they are demanding the same rigorous standards for their pets.

The Product Lineup: Five-Star Meals and Drizzles

Golden Child is entering the market with two primary direct-to-consumer offerings. The first is a fresh-frozen meal system starting at $3 per day, sold via subscription with an available starter box. The second, more novel product is the “drizzle”—a shelf-stable liquid topper priced at $19.95 per bottle, designed to enhance any standard dog food, including kibble.

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The drizzle represents a high-margin entry point for the brand. When asked if Golden Child considered launching solely with the topper, Coles emphasized that the current lineup is merely the initial phase of a much broader brand ecosystem.

Formulated by Veterans and Chefs

Golden Child manufactures its products in the United States across multiple facilities utilizing certified human-grade supply chains. To formulate the recipes, the company hired an in-house team rather than relying on external advisors. The development team includes a PhD in animal nutrition, Dr. Megan Sprinkle—one of only approximately 80 board-certified veterinary nutritionists in the U.S.—and a classically trained chef with professional ties to culinary figures Ina Garten and Guy Fieri.

Additionally, the company developed a proprietary “protein block” designed to deliver chicken and beef with a superior amino acid profile compared to standard meat cuts alone.

A $37 Million War Chest for Future Growth

Emerging from stealth, Golden Child has secured $37 million in combined Seed and Series A funding. The investment round was led by Redpoint Ventures, with participation from Atomic and A*. This capital will support the company’s 12-person full-time staff and fuel long-term expansion plans.

The name Golden Child was chosen to allow for future brand extensions. Coles indicated that the company may eventually expand beyond nutrition into pet lifestyle categories, including grooming products, travel gear, and streamlined veterinary services, with the ultimate goal of becoming a holistic household brand.

The Atomic Track Record

The launch of Golden Child represents another major bet for venture studio Atomic. The studio’s portfolio includes Hims & Hers, which is now a publicly traded entity with a market capitalization of nearly $7 billion. However, the studio has also faced challenges; OpenStore, an e-commerce roll-up founded in 2021, recently shifted its focus to a single brand, Jack Archer, after experiencing a 95% reduction in its internal valuation despite securing over $150 million in venture backing.</