Kuala Lumpur:According to BERNAMA News Agency, food science nutritionist Yap Ke Yee founded Notti Sdn Bhd in July 2023 to fill a gap in the Malaysian pet food market for nutritious options. Her own difficulties in finding high-nutrition pet food for her dog and two cats led to the creation of Notti Pet Food, a brand aiming to enhance pet nutrition standards.
The company aims to increase exports to account for at least 50% of its sales within three years, expanding its reach in Southeast Asia and establishing itself as a Malaysian brand on the international stage. Currently, exports make up about 10% of its sales. Notti has grown from a team of four to ten employees, offering a range of products including slow-baked kibbles, treats, supplements, and pet accessories. All its cat food kibbles are suci-certified by the Islamic Food Research Centre (Hong Kong).
Yap has encountered challenges such as stock shortages, which put pressure on cash flow and inventory. To address these issues, Notti secured US$500,000 (RM2.4 million) in seed funding from investors including 500 Southeast Asia and First Move, backed by Khazanah Nasional Bhd via Dana Impak and Jelawang Capital. This funding has improved inventory management and cash flow, while also providing valuable guidance and contacts.
To keep premium pet food accessible, Notti offers its 'Crunchy Baked' range, which combines slow-baked and commercial production technologies to provide larger packaging at a more affordable price. The company maintains its focus on nutrition and quality ingredients. Notti is set to launch its first wet cat food line next month, featuring two formats and four flavors.
As part of its expansion strategy, Notti is targeting new markets in Indonesia and Vietnam, while strengthening its presence in Malaysia with about 250 retail touchpoints. It currently operates in Singapore, Brunei, the Philippines, and Macau, with around 30 overseas touchpoints, and is also available on Amazon in the United States. Yap aims to collaborate with local distributors in new markets to build the brand.
Yap also seeks to bring advanced pet food manufacturing technologies to Malaysia, as the technology used for Notti's fresh-meat kibble is currently unavailable locally. She hopes this will benefit the industry as demand grows, representing Malaysia not only through ingredients but also through packaging as a nutritious Malaysian pet food brand.