One such paw-rent was nutritionist Keyee Yap, 28, who struggled to find high-quality food for her pet cat and dog.
“I was already making healthy foods for people, so I thought, why not apply the same principles to pet food?” the Taylor’s University food science graduate said.
This realisation prompted her to create Notti Pet Food last year, focusing on natural, nutritious ingredients across a range of offerings, including two types of dog kibbles, one for cats, and a delightful assortment of treats for canines and felines.
“We are constantly improving our human lifestyle with good and nutritious food. Pets also deserve a better lifestyle. It’s our responsibility to feed them good food,” Yap said.
She said that the whimsically named pet food called Notti reflects the affectionate way many owners describe their playful pets.
“We lovingly call our pets naughty,” she said, explaining the brand’s ethos – fun-loving and devoted to pet well-being.
Notti stands out due to its innovative slow-bake process, which preserves the nutritional integrity of the ingredients.
Unlike commercial kibble, which is often extruded at high temperatures and packed with fillers like corn and rice, Notti’s kibble is slow-baked at 90°C. This method preserves the nutritional integrity of the ingredients, resulting in a more wholesome and flavourful product.
“We use fresh meat and healthy ingredients like sweet potatoes, fish oil, and probiotics,” she explained.
“Our kibble not only tastes better but also addresses common health issues in pets, like skin problems and obesity,” she added. This meticulous approach ensures that each bite is both flavourful and beneficial for pets’ overall health.
The team at Notti Pet Food, comprising nutritionists, food scientists, and pet owners, is committed to fostering a community of informed and engaged pet owners.
“Our goal is not just to sell pet food but to create a community where pet owners can learn and share,” said Yap.
Through regular pet events and an active online presence, they share knowledge and promote a sense of belonging among their customers.
One such pet event, “Sorry My Dog Farted,” humorously addresses the everyday challenges of pet ownership while promoting their pet-safe candles.
Recently, Notti secured RM2.4 million in seed funding from 500 Global and First Move, a significant milestone that will fuel the development of new products and expand market reach.
“We want to offer more than just kibbles. Our goal is to improve pet health and pet wellness through nutrition.” Yap elaborated.
This vision includes penetrating new markets and establishing a stronger foothold regionally and internationally.
Currently, Notti’s products are available in over 100 pet shops across Malaysia, Singapore, Hong Kong, and the Philippines. The team aims to reach 200 online and offline distributors by the end of 2024.
Ethical practices are central to Notti’s mission, including their involvement in Trap-Neuter-Return (TNR) programmes.
“Educating the public and supporting these initiatives is crucial. We aim to make a difference not only with our products but also in the community,” she said.
Their initiatives promote volunteerism and responsible pet ownership, fostering compassion towards stray animals.
Looking to the future for Notti Pet Food, Yap revealed: “Seeing our products help pets thrive is incredibly rewarding. We’re excited about the future and committed to making a positive impact in the pet food industry.”
For more information, visit Notti Pet Foo’s website here.
Follow Notti Pet Food on Instagram.