---
title: "Nectar of the Dogs: A new category, then an acquisition"
description: "In 2022 The Real Pet Food Company, the group behind Ivory Coat, Billy + Margot and Nature's Gift, bought a majority stake."
url: https://takefridayoff.com/work/nectar-of-the-dogs-pet-supplements
---
# Nectar of the Dogs: A new category, then an acquisition

https://takefridayoff.com/work/nectar-of-the-dogs-pet-supplements · Our own brand · our own brand

At a glance: Supplement powders and water treats for dogs · Human-grade ingredients · Formulated with vet surgeons and naturopaths · Acquired

**The brand.** Nectar of the Dogs (People for Pets), founded by Gabriel Perera.

**The challenge.** Bring human-grade, evidence-based supplement standards to pets, in a format dogs will actually take.

**What we built.** A line of plant-based water treats and supplement powders, added to a dog's water or food, each targeting a specific health and wellness need. They were formulated to evidence-based standards in collaboration with vet surgeons and naturopaths.

**The result.**
- In 2022 The Real Pet Food Company, the group behind Ivory Coat, Billy + Margot and Nature's Gift, bought a majority stake. It was the group's first move into pet supplements.

Every number and timeline is from Take Friday Off’s project records. Manufacturers are never named.