[NE] Startup 'Limpid'... Challenges the 4.5 Trillion Pet Food Market

Fresher and Healthier with Freeze-Dried Feed
Supergrain Feed Launch Scheduled for Late October

[Photo by Limpid]

Editor's Note[NE] stands for 'NEXT ELEVATION,' a startup accelerator program established by Asia Economy. It provides the latest information on startups selected through fierce competition in the program.

As the global pet food industry grows, pet food is undergoing rapid changes. The domestic pet food market is also expected to grow to around 4.5 trillion KRW this year and exceed 6 trillion KRW by 2027. Pet food healthcare startup 'Limpid,' founded by a nutrition specialist veterinarian and IT experts, is keeping pace by offering fresh and healthy pet food.

On the 12th, Limpid CEO Kim Hee-soo stated, "We launched freeze-dried pet food last August and plan to release the country's first super grain pet food by the end of October."

Limpid launched the premium pet food brand Trusty Food in July and announced the release of freeze-dried pet food in August. Natural diets like raw and cooked food differ from typical kibble in that they preserve more nutrients during manufacturing, making them healthier and fresher. However, their short shelf life causes various issues. They often fail to meet the minimum nutritional guidelines set by the Association of American Feed Control Officials (AAFCO) and have a higher risk of containing bacteria and viruses, increasing the risk of food poisoning. Freeze-dried pet food addresses these concerns.

Freeze-dried raw pet food is already dominated by overseas brands, accounting for over 90% of the market. The freeze-drying method involves drying after freezing, which suppresses nutrient destruction caused by heat, and uses a vacuum state that removes oxygen to prevent oxidative nutrient degradation. Additionally, the reduced moisture content lowers the risk of food poisoning. However, the meat used in distribution is often over a year old after slaughter.

CEO Kim explained, "Trusty Food leverages the advantage of being a domestic brand by distributing fresh pet food within three months of manufacture." Furthermore, by applying their own premix solution, they directly blend vitamins and minerals that create the nutrition in their pet food at their own factory, solving about 40 nutritional imbalances that have been pointed out as limitations in domestic pet food.

Photo by Limpid

By the end of October, they plan to release the country's first super grain pet food. Overseas, products like Super Grain and Amazing Grain have been launched amid controversies over the risk of dilated cardiomyopathy (DCM?a heart disease where the heart enlarges and its function declines) linked to grain-free pet food preferences. However, such products are not yet available domestically. CEO Kim said, "It is a kibble pet food filled with six flavors for taste and health. Even those who fed their pets overseas pet food due to DCM concerns can now enjoy fresher and healthier options domestically."

Meanwhile, Limpid also operates the pet food healthcare app Salad Pet. Last month, to reinforce their expertise in pet food healthcare, they changed their company name from Rhinobox to Limpid.