Kibus Petcare

Kibus, is the first home appliance that cooks healthy pet food automatically. The CEO of Kibus, Albert Icart, has been involved in the pet food industry for all his life. His grandfather founded a business that has been feeding animals for more than 65 years. Therefore, after years of experience, he realized that the number of pet owners considering their pets as part of the family is constantly increasing and they are no longer satisfied with the traditional solutions, such as extruded and canned pet food. These solutions are highly processed, and they put the ingredients under high temperatures. That’s why pet parents are moving to healthier solutions, such as home-made, frozen and dehydrated food. These alternatives are healthy, natural and minimally processed. However, they are inconvenient since they require a preparation process before every meal. 

Pet parents are a growing segment and 80% of millennials already consider their pets as part of the family and they want to give them the best nutrition. The traditional solutions, such as extruded and canned pet food, are highly processed and they put the ingredients under high temperatures. A rising number of pet parents are no longer satisfied with the traditional solutions and that’s why they are moving to less processed solutions, such as frozen and dehydrated food (the category with the highest growth in the industry, growing at more than 50%). However, these alternatives are very inconvenient, and they require a preparation process before every meal (it can take up to 2 hours a day). Kibus was created to solve this problem, by allowing pet parents to feed their pets on a healthy and natural diet in a convenient way. 

It has already been proven than feeding pets on a minimally processed diet increases their life span in more than 30%.

Kibus is the first device that cooks healthy pet food automatically, using multidose capsules of human-grade dehydrated pet food. We have developed a unique and proprietary technology that allows pet parents to feed their pets on a healthy and natural diet in a convenient way. Kibus is a user-friendly device designed to be on the floor. By fitting a multi-dose capsule into the device, natural and healthy pet food is cooked at the push of a button, like a Nespresso machine. As a consumer, you only need to program the grams per day your pet needs and then, once a week, fill the water tank and introduce the food capsule and the device makes the rest. Kibus makes the whole cooking process and, when the food is ready, the orange bowl goes out automatically and there is a sound to warn the pet. You can program Kibus to work on its own at a specific time. Kibus food capsules are human-grade and contain dehydrated food. It is a balanced diet based on meats, fruits and vegetables, where only the water is removed for a longer shelf-life keeping the nutrients and the flavor of fresh ingredients. 

Kibus is a B2C business in its late development stage. Kibus’ target consists mainly in pet parents who consider their pets as part of the family and want to feed them with the best nutrition. We have already the interest of +400 end-consumers who have reached out with their interest to buy our device and capsules, with no marketing activity on our side. We have already more than 50 pet products’ distributors in +25 countries in EMEA interested in distributing our solution and distributors in several Asian markets.

8 out of 10 millennials in the US already consider their pets as part of the family. We are to start luring urban pet parents owning a cat or a mini or medium-sized dog. This segment is highly influenced by the market trends: humanisation, naturalness, real food, health, convenience and Tech. Our target customers are urban millennials from both genders that are pet parents and own a cat or a mini or medium dog. We are luring millennials since they own 41% of the total pet population. Moreover, they are more likely to become early adopters.

Kibus is the first device that cooks healthy pet food automatically, using multidose capsules of human-grade dehydrated pet food. We have developed a unique and proprietary technology that allows pet parents to feed their pets on a healthy and natural diet in a convenient way. Kibus is a user-friendly device designed to be on the floor. By fitting a multi-dose capsule into the device, natural and healthy pet food is cooked at the push of a button, like a Nespresso machine. As a consumer, you only need to program the grams per day your pet needs and then, once a week, fill the water tank and introduce the food capsule and the device makes the rest. Kibus makes the whole cooking process and, when the food is ready, the orange bowl goes out automatically and there is a sound to warn the pet. You can program Kibus to work on its own at a specific time, with no need to be at home. We are developing also an app to program everything from afar, keep a tracking of your pet’s eating habits and interact with your pet. Kibus food capsules are human-grade and contain dehydrated food. It is a balanced diet based on meats, fruits and vegetables, where only the water is removed for a longer shelf-life (>1 year) but keeping the nutrients and the flavor of fresh ingredients. It has already been proven than feeding pets on a minimally processed diet increases their life span in more than 30%.

Kibus is to revolutionize the food industry from the manufacturing process to the final product. Kibus works with dehydrated food that is manufactured under low temperatures and consuming much less energy compared to traditional solutions such as Kibble and canned food. Kibus dehydrated pet food is to change the food industry by providing an eco-friendlier and more sustainable solution. The program is the perfect chance to trace a sustainable plan and revolutionize the food industry.

Kibus owns all the IP rights itself. Our solution has already been protected with a utility model conceded in Spain, which is being expanded into a world patent. The Kibus brand and the product industrial design have already been protected in Europe as well.

Kibus is the first device that cooks healthy pet food automatically. Therefore, it combines the benefits from both the traditional solutions (convenience) and the new alternatives (healthy, natural and minimally processed). We allow pet owners to cook healthy, natural, human-grade and tasty food for their pets in an easy, fast and convenient way. 

Kibus is to revolutionize the food industry from the manufacturing process to the final product. Kibus works with dehydrated food that is manufactured under low temperatures and consuming much less energy compared to traditional solutions such as Kibble and canned food. Kibus dehydrated pet food is to change the food industry by providing an eco-friendlier and more sustainable solution. The program is the perfect chance to trace a sustainable plan and revolutionize the food industry.

Kibus is to launch the product in the coming months thought a crowdfunding campaign in Kickstarter, which plan to sell 3000 unites around the world. However, kibus has already interested partners to distribute Kibus thought the specialized channel (pet shops and vet clinics). Kibus has a network coming from the CEO’s family business with more than 50 distributors in 25 countries in Europe and MEAC willing to distribute Kibus. Furthermore, Kibus has also explored Asian markets where Kibus solution was presented to local distributor and Kibus has already more than 10 distributors interested in countries such as China, Japan, Singapore, Taiwan or Sri Lanka. Furthermore, Kibus is collaborating with Nestle Purina, the largest pet food industry in the world, with whom Kibus is collaborating in a one-year program to get support from their top directors in the key areas of the business. Kibus has also received hundreds of requests from end-customers to purchase Kibus when launching the product.

On 2021, kibus will start selling in Spain almost 6000 unites of the device. For 2025 will be expanded to all Europe selling 60.000 unites. Every of these device will sell the food too.

2020:

• • Launch crowdfunding campaing and get 3000 clients +  deliver the product in 2020 year-end.
  • Make pilot test in the specilized channel in the main 50 stores in Barcelona to validate the retail channel.
  • 5 jobs created,
• 2021:
  • Consolidate spanish market
  • Replicate the model in EU thanks to the Distribution network of 25 distributors the company already has in place
  • Develop the Kibus 2nd version (IoT + càmera)
  • Biodegradable capsule,
  • 9 jobs created
• 2020
  • Grow internationally in the main Markets such us USA, China, Brasil...
  • 20 jobs created
  • Launch new Kibus v2

Kibus is to start a user experience in-home test with pet parents. We are also to industrialize our MVP and go to mass production, with all the requirements involved (including CE and FCC certification). We are also to launch a crowdfunding campaign in Kickstarter (second half 2020). This campaign is to validate the marketing mix of the product, finance the first units and find a first cohort of early adopters with whom we can learn and refine our solution.  After the crowdfunding campaign, Kibus is to establish regular online sales through its own e-commerce. We are also to implement a pilot test in the specialized channel by the end of 2020 (starting in a representative pet shop and then moving to 50 pet shops in the Barcelona area). We want to have all the relevant metrics and KPIs validated in both channels (online and in the traditional channel of pet shops and vet clinics): lifetime value, churn rate, after sales metrics, cost of acquisition, etc. In 2021, we aim to consolidate our position in Spain and fully validate the business model and distribution channels to start scaling up the business in 2022, by replicating the model in the main European countries. 

One of our paint points is the ux experience with the device. We will sell a high quality product, so we are going to make pre launching test with different users. With this information we will be able to refine the product. 

Selling in different channels it's difficult, but we are going to introduce in each one slowly with some test. For example, in traditional channel (petshops and veterinary) we will start selling in a small number of shops in Barcelona in order to get information of them and take a near control about them. 

Kibus Petcare is an startup created in Barcelona to develop Kibus device. 

ALBERT ICART(CEO) has previous experience as the sales and marketing director at Piensos Picart (pet food manufacturer selling almost €20M in 25+ countries) for over 5 years. . He studied Business Administration in ESADE.

MARTA ARISA(CCO) has worked as a startup advisor and has experience in start-ups setting up and fundraising (at the UPC University). She is experienced in operations and purchasing.
ALBERT HOMS(CFO) has worked in finance for several years in multinational companies such as Coca-Cola, Nespresso, Roca and Fox Inc., being responsible for the INTERNATIONAL TREASURY.
POL DISBREY(CTO), with experience manufacturing in China. 

Kibus is an innovative, disruptive and non-existing solution in the pet food industry, created to satisfy the nutritional need of pet parents. Kibus technology is born to improve pets’ health by offering the best nutrition available. Kibus is the only existing solution that offers a healthy, natural and minimally processed diet in a convenient for the consumer. 

We are partners with Nestlé Purina in the corporate programme in Lanzadera.

SEAL OF EXCELLENCE – European Union quality label for top innovative companies, 2019

TRENDBUILDERS AECOC – main Spanish business association with more than 30k companies associated (accounting for +20% of Spanish GDP). They awarded Kibus as the most innovative product in Spain.
SHARK TANK BY SHE1K – Kibus was one of the 3 winners of the C-Shark Tank event in Singapore, 2020.
ROAD TO NORTH EUROPE – Kibus selected as the startup with the highest potential to internationalize
to Northern European countries., October 2019
TEDX BARCELONA – Kibus gave a talk in the TEDx 2020 event in Barcelona.• TECHCRUNCH DISRUPT BERLIN – exhibiting and interviewed on stage in Disrupt Berlin, December 2019

STARTUP GRIND BY GOOGLE FOR STARTUPS – exhibiting at the event in London, June 2019

HONG KONG EPIC CONTEST – selected for the Elevator Pitch Competition in Hong Kong, November 2019

92 EXPRESS – selected for a 1-week program in Hong Kong and Shenzhen by Google for Startups, 2019
IQS TECH FEST – exhibiting and pitching in the main hardware event in Spain, February 2020

We have a razor and blade business model, (such as the business model innovation of the famous Nespresso case). We sell both the device and the food capsules. We have defined the initial pricing strategy taking into account existing alternatives in the market. Our home appliance sales at a fix cost (€299 retail price), which is similar to other home appliances in the market. It will also be promoted in order to get as many consumers as possible buying our food on a regular basis. The price of our consumable goods (dehydrated food capsules at €15 per 1.5 kg retail price) is also similar to the price of the existing premium extruded pet foods. A mini dog or a cat can be fed with Kibus for €1 a day. Kibus go-to-market strategy is to commercialize using a mix strategy: through the traditional channel (pet shops and vet clinics) and our own ecommerce. We have already a network of more than 50 distributors in +25 countries who are willing to distribute Kibus. The launching plan, after the initial Kickstarter campaign, is as follows: Launching in Spain to validate the model with a first pilot test and launch in 50 important pet shops in the Barcelona area. The second phase consists in consolidating the Spanish market and then to replicate the model with the distribution network in the most important European markets. Kibus is to be launched in the US after consolidating the European markets.