Phoenix-based pet care startup Bundle x Joy recently raised $1 million in a seed round that it will use toward expanding the company's products into new retail markets nationwide.
The funding round was led by Los Angeles-based Leap Venture Studio with participation by Mars Petcare Companion Fund, R/GA Ventures, Michelson Found Animals Foundation and Joe Cloyes, who is co-founder of skincare brand Youth to The People.
“We believe that the pet industry is hungry for the next generation of pet companies, brands and products leading with purpose first. As a Latina-founded business, we are proud to represent the next generation of pet companies that are building a diverse and inclusive community that’s representative of real pet people today,” Jessica Berger, Bundle x Joy founder and CEO, said. “We are excited about the opportunities that partnering with Leap Venture Studio will unlock for Bundle x Joy and look forward to the next chapter of growth ahead.”
Bundle x Joy works with nutritionists to create formulas for its pet food that includes real meat, plant-based superfoods and probiotics. Customers can take a quiz to assess their pet's personality and needs. From there, they can select curated product bundles of the company's food, supplements and treats starting at a subscription price of $2 per day, according to Bundle x Joy's website.
“What we've really done is simplify it to the core nutritional things that matter and that comes from my 15 years of nutrition experience,” Berger said. “Specifically, that's making sure real meat or fish is the first ingredient and having a lot more real, whole-based ingredients, which I think is really important. Then, we add probiotics and that helps pets immensely. We see some really great results with that.”
Berger added that more than 70% of the company's products are specially formulated for pets with allergies.
"Very quickly, we’re able to provide solutions that reduce some of those common allergies," Berger said. "We’re serving as a trusted advisor while also providing convenience and a personalized experience for every pet.”
The company also has a 3% give-back fund for women entrepreneurs and communities, Berger added.
Bundle x Joy plans to use the proceeds from its seed funding round toward expanding distribution, enhancing its digital capabilities and investing in its growing team. The company, which has six full and part-time employees, recently hired a marketing director, Berger said.
“We have yet to be able to do any paid marketing. Everything we've done thus far is organic,” Berger said. “We’re very active in Phoenix. We do a lot of farmers markets and events. It’s really important for us to be seen as an advisor here locally in Arizona. For us, (the funding) is going to support our retail expansion and allow us to invest a little bit more into marketing, which is going to be important for us this year.”
Bundle x Joy's products can be found at more than 450 retail locations — including Sprouts Farmers Market and Whole Foods Market — in addition to the company's website and Amazon.com.
By the summer, Bundle x Joy intends to double its retail store footprint nationwide via a partnership with an undisclosed retailer, Berger said.
Bringing joy to the pet care industry
Berger launched Bundle x Joy in 2022 after spending the past 15 years in the pet industry, beginning her career at Phoenix-based PetSmart and, later, Nestlé, where she ran the company’s organic pet food line.
For nearly a decade, Berger had a dream of launching her own brand but struggled to identify with any founders that looked like her in the industry, she said.
“The challenge, I think, is the pet industry is not very diverse. I didn’t see female founders a lot and I didn’t see more diverse founders,” she said. “When I left (Nestlé) in 2018, I thought, ‘What do I still need to learn to have my own brand?'”
Berger now operates Bundle x Joy out of an office and warehouse near Peoria and 23rd avenues in north Phoenix.
“For me, it has really been a journey of starting at the beginning and then being able to build something myself,” she said. “So it has been fun.”
The pet products industry generated more than $123 billion in sales in 2021, according to the American Pet Products Association.
Berger sees opportunity for Phoenix to emerge as a leader in that industry, she said.
“In the pet space, St. Louis has been the place where a lot of the big pet brands and companies launch and are based,” Berger said. “I think there's a bigger opportunity for Phoenix to become more of a hub in the industry. It's $100 billion industry, so I think there's a lot of growth and opportunities in the space.”
The most enjoyable aspect of operating Bundle x Joy is connecting with pet owners, Berger said.
“Personally, I think that pets serve as a great reminder for us, in the day-to-day, to chase joy. They love us. They don't have expectations. They just are really good at bringing us back to reality," Berger said. "And just the joy and the emotion that comes from someone's face when they talk about their pet is a big reason why I love working in this industry.”
