Amid a crowded market, Atomic Labs is launching Golden Child, a new premium dog food brand. Co-founder Hillary Coles, who previously led Hims & Hers, was initially skeptical but was convinced by a methodology that uncovers consumer behaviour beyond mere preferences.

The core of the product is a 'drizzle' – a shelf-stable liquid topper – which retails at $19.95 a bottle. This alongside a fresh frozen meal system, sold on subscription, marks a step towards more convenient and nutritious options for dog owners.

Key to Golden Child’s approach is its commitment to human-grade ingredients and rigorous vetting by experts in animal nutrition. The brand aims to become a household name beyond just food, catering to the holistic lifestyle demands of modern pet parents.

The $37 million funding round indicates serious intent, with the company employing actual experts rather than relying on external consultants. As pet health trends towards humanization, Golden Child could redefine how we feed our furry friends.