The Insect Revolution Has Four Legs: Why Some Grub Is Shaking Up Pet Food
Move over meat. The next big thing in pet nutrition doesn’t bark or moo—it buzzes. Meet Some Grub, the challenger brand turning heads (and wagging tails) by putting insects at the centre of the bowl. With sustainability potential that stop you in your tracks and a mission that’s equal parts planet, pet, and progress, this is more than a rebrand of pet treats—it’s a revolution waiting to happen.
Some Grub, cofounded by Ollie Harkus and Ben Chapman
It Started With a Wasp: How Curiosity Sparked a Category-Defining Idea
One summer afternoon, Some Grub cofounder Ollie watched his cat, Moon, chase a wasp around the garden. Around the same time, he’d been deep in a podcast on the future of protein—specifically, insect protein. A protein that is nutrient-dense, planet-friendly, and easy to digest. And that’s when the penny dropped.
Humans may have hang-ups about eating bugs, but pets? Not so much.
“Instead of feeding dogs ultra-processed meat, why not give them something that’s naturally good for their health and for the planet?”
That was the moment Some Grub was born. A new kind of pet treat made from insects—rich in omega 3s, high in protein, and easy on the environment.
The Gut Health Crisis Nobody’s Talking About
Here’s the thing: not all pet food is created equal. While packaging often highlights health claims, many mainstream products are highly processed and may contain fillers that don’t support optimal pet health. The result? A growing concern around gut health and well-being in pets—something more and more owners are starting to notice
“Two-thirds of dog owners report signs of poor gut health—itchy skin, bloating, irregular poos, and digestive distress.”
Some Grub is tackling that head-on. Insects are naturally rich in chitin, a prebiotic that feeds good gut bacteria. The result? Shinier coats, better digestion, and less bloating. Oh, and happier humans, too: “We’re seeing dogs with lifelong skin issues finally get relief—just by switching to insect treats.”
Why Bugs Are the Climate Tech You Didn’t See Coming
20% of the world’s meat and fish is fed to pets meaning meat for pet food has a massive environmental footprint.
Insects, by contrast, require 96% less CO₂, 99% less water, and 98% less land to produce the same amount of protein as beef. Some Grub cofounder Ollie is passionate about their mission: “switching your dog’s treats to insects is one of the simplest, most powerful climate actions you can take”. That’s why Some Grub exists. This isn’t just a niche innovation—it’s a high-impact shift that helps reduce emissions and preserves precious resources.
From Friends to Founders: The Bond Behind the Brand
Cofounders Ollie and Ben have known each other for nearly 20 years—and that long-standing friendship is part of what keeps Some Grub moving forward. When you’re challenging the status quo, having someone in your corner who truly gets it makes all the difference.
“The biggest lesson? Learn to celebrate the small wins. Because in startup life, they are the milestones.”
The high-performance mindset behind Some Grub is all about honesty, adaptability, and momentum. They’ve learned that progress doesn’t always look like big launches or investor wins—sometimes it’s about navigating hard decisions, learning fast, and staying grounded in the mission when things get messy: “We don’t pretend to have all the answers—but we’re building with conviction, and that’s what keeps us moving”.
Their traction speaks for itself:
Selected by the Co-op’s Apiary Programme, turning a short-term placement into a permanent listing
Winners of the Best Growth Phase Climate Tech Startup, awarded by the London Mayor’s Office
Secured a grant from Innovate UK to develop insect-based pet food in the UK
And most importantly: Customer stories that make it all worthwhile
“When Frank the dog stopped scratching and started eating again, we knew we were onto something real.”
Scaling the Future of Pet Nutrition
In the next 12 months, Some Grub plans to:
Expand into more retailers
Launch a complete insect-based food range
Build a standout direct-to-consumer platform
The five-year vision? Become the go-to brand for sustainable pet food in the UK and Europe.
Angel Investors Wanted: With More Than Just Capital
Fundraising has been strategic—and personal. Creating angel investor personas helped the team clarify the kind of backers they want:
“People who bring capital and conviction. Who believe in the mission, see the opportunity, and want to roll up their sleeves with us”
This isn't just about securing funds—it’s about choosing the right partners. For the Some Grub team, the ideal angel isn’t one-size-fits-all. They’re actively seeking:
🐾 A pet health advocate passionate about animal welfare
🌱 A sustainability champion looking to back climate solutions
🛒 A retail expert who understands how to scale challenger brands
💻 A DTC/ecommerce leader ready to help grow a loyal customer base
The process of defining investor personas with Sarah opened up new possibilities. It helped Ollie and Ben realise that different people care about different things—and that’s a good thing. As long as there’s alignment on the mission, there’s space for a diverse and dynamic cap table: “We’re not just looking for cheques—we’re looking for cheerleaders, challengers, and co-creators
Why This Matters Now
Pet food isn’t the obvious climate villain—but it’s a big one.
With 20% of global meat and fish going to feed pets, and emissions from some raw meat diets equating to three cars per year—something has to shift. Fast. “Switching to bugs might feel small, but it’s a huge climate win—without compromising on health.”
This is what makes Some Grub more than just another pet brand. It’s a response to a broken system. A way to feed pets better and tread lighter on the planet.
Final Word: Be Part of the Insect Revolution
If you're an investor looking to get behind an ambitious startup with demonstrable traction or a customer ready to shake up your treat cupboard—now’s the time.
Some Grub is building the future of pet food: good for pets, great for the planet, and powered by purpose.
“We’re not trying to blend in. We’re here to stand out—and lead the change.”
Because when the insect revolution has four legs, tails wag—and the world wins