Limpid: "We Will Emerge as Asia's Leading Pet Food Tech Company"

Next Elevation Startup Demo Day

"We will become Asia's leading pet food tech company."

Kim Hee-su, CEO of Limpid, is giving a company presentation at the '2023 Next Elevation Demo Day The Beginning' held on the 7th at Spigen Hall in Gangnam-gu, Seoul. Photo by Kang Jin-hyung aymsdream@

Heesu Kim, CEO of Limpid, emphasized this on the 7th at the '2023 Next Elevation Demo Day The Beginning' held by the startup accelerator Next Elevation at Spigen Hall in Gangnam-gu, Seoul. Limpid, a data-driven pet food tech company, was founded in 2020 by CEO Heesu Kim, co-CEO Sangbeom Park, and Chief Technology Officer Changtae Kim. All of them are veterinarians graduated from Kyungpook National University College of Veterinary Medicine.

Unlike humans, pets obtain 100% of their nutrients through food. However, it is difficult to know what kind of food pets actually prefer. Each pet has different preferences and amounts of food they like. CEO Kim explained this as "the reason for founding Limpid."

CEO Kim emphasized, "We will become a trustworthy pet food tech company through secured data." Limpid has built food data based on feed ingredients, absorption methods, and correlations with specific diseases. The data scale covers up to 93% of the pet food distributed domestically. CEO Kim explained, "We provide consumers with an unprecedentedly large amount of data in Korea."

This was realized through 'Salad Pet,' a customized pet nutrition specialized app. Salad Pet provides functions based on verified data, such as whether the pet is growing well, the amount of food to feed according to weight, and sensitivity to allergies.

Using the secured data, they also developed a direct-to-consumer (DTC) palatability test kit. It shows the pet's preferred meat flavor, size, and appetite level in an MBTI format. The idea of the palatability test kit was a hit. The sales conversion rate through this reaches 15.1%, meaning 1 to 2 out of 10 people definitely purchase Limpid's pet food. CEO Kim emphasized, "We will also exhibit at CES, the world's largest electronics show next year, to open doors to the global market."

Limpid achieved monthly sales of 50 million KRW just four months after launching the Salad Pet food brand. CEO Kim predicted, "By 2025, we expect to turn a profit and generate an annual operating profit of 3 billion KRW." Limpid targets the domestic premium pet food market, which is worth 450 billion KRW. Currently, they are expanding the initial market mainly in the dog pet food business, but they aim to challenge the cat pet food market next year.