Amanda Rolat | Founder, Bramble

Amanda Rolat didn't set out to start a plant-based pet food company. She set out to fix her dog's allergies. That distinction, health first, ideology never, is what she argues separates Bramble from the wave of ethics-driven animal product alternatives that rode the plant-based hype cycle and largely washed out.

In this conversation, Rolat gets into how a vet nutritionist's suggestion to try tofu became a commercially viable product, why Royal Canin and Hill's have quietly been doing this for years without calling it vegan, and what it actually takes to raise $4.5M for a category that most investors don't yet know how to size.

She also talks about the pressure to expand too fast, the surprisingly warm culture of pet trade shows, and why her senior dogs — fewer teeth and all — are shaping Bramble's next chapter.

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Most plant-based pet brands emphasize ethics or sustainability, but Bramble focuses on health outcomes like allergies and kidney disease. What insight gave you the conviction that this positioning could support a venture-scale business rather than remain a niche lifestyle brand?

My own personal experience with my dogs, combined with my experience selling and explaining Bramble to consumers and investors. Deservedly or not, the plant-based hype has faded, leaving behind skepticism about the category's long-term strength and size. This is especially so with respect to plant-based pet food.

This was deeply frustrating to me because I, too, shared doubts about ultra-processed dry vegan pet food, which led me to start Bramble. People assumed it was just vegan pet food for vegan pet owners, but Royal Canin and Hill's have been using plant protein in their hypoallergenic lines and not marketing it as plant-based. One of my dogs needed a hypoallergenic food, so I hired a vet nutritionist to formulate something for me to cook at home, and she suggested tofu.

It worked so well for him, but there was nothing commercially available. I always saw this as a health product. The ethics and sustainability are added bonuses.

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The pet food industry has long relied on animal protein and by-products. Why is now the right time for a serious plant-based entrant, and what has changed in consumer willingness to adopt these formulations?

More than ever before, people are linking diet to health conditions. Ultra-processed is having a real reckoning. The internet affords consumers the ability to easily research ingredients and health claims. With respect to pet food, people are turning to fresher, less processed pet food options and scrutinizing ingredients. It makes sense that consumers will also look for reliable alternatives to animal protein for a variety of reasons, whether due to sourcing, health conditions, or preference.

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You've raised roughly $4.5M to date and are preparing for another round. What challenges have you faced raising capital for a plant-based pet company, and which types of investors best understand the opportunity?

We created a new niche category, so naturally, there has been uncertainty about how large this category can be. Perhaps unsurprisingly, people within the pet food space best understand the opportunity.

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You recently exhibited at Global Pet Expo. What surprised you most, and what advice would you give early-stage brands evaluating whether the investment is worth it?

I was most surprised by the camaraderie and support! For early-stage brands, like Bramble, these shows are very expensive. You need to have a very clear idea of what you are seeking from the show and carefully plan ahead. I would not suggest just exhibiting to see what happens.

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You've expanded from fresh meals into treats built on the same ingredient philosophy. How do you think about building a product ecosystem that strengthens brand trust rather than diluting it?

This is a great question that I think a lot of people might answer differently. I believe it is better to do a few things very well than a lot of things that forsake your value proposition. There's a lot of pressure in pets to add variety, and I think it's not always a good thing.

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Plant-based diets for dogs can be polarizing. What are the most common objections you hear from consumers or industry professionals?

The obvious objections from consumers – such as dogs are carnivores or need meat to thrive – are plainly wrong. The most valid concern is from industry professionals who understand that dogs have specific nutrient requirements that are slightly harder to get right with a plant-based diet. The formulation, sourcing, and processing are very important. But I think this is true of all pet food, not just vegan pet food.

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Many consumers still assume plant-based pet food is driven primarily by ideology. How do you communicate that Bramble is fundamentally a health-driven solution?

We invested in all aspects of the product. Bramble is formulated by a board-certified veterinary nutritionist. It is a human-grade pet food. We invested early on in a feeding trial so that we were not simply relying on marketing. We lab test our food to ensure dogs are receiving what is intended. With a plant-based pet food, it is even more important to have actual science backing our product and health claims.

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Lewis Hamilton is involved as an investor and partner. Did his involvement change how investors, retailers, or customers perceived the legitimacy of plant-based pet nutrition?

I think so! Whenever someone whom people look up to and trust, especially with respect to health and caring for his beloved dog, endorses a product, it lends credibility. It also helps Bramble to stand out because people remember the association.

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Looking ahead, where do you believe the biggest unmet needs still exist within therapeutic or specialized pet nutrition?

My dogs are seniors, so I see everything through their lens. They are not as active, so I worry a lot about how to meet their aging needs. It's the reason why our treats are soft and chewy – because my dogs have fewer teeth!