PAWTALKS WITH BUNDLE X JOY

What was the inspiration behind Bundle x Joy?

I struggled to find high-quality nutrition and probiotics at an affordable price — and I was frustrated with having to go to several places to get all I needed for my pups. After 15 years in the pet industry working with some of the largest pet retailers and manufacturers, I found myself disillusioned with the lack of representation, inclusivity and alignment in leadership in the pet space.

How does your brand differ from other industry brands in the same category? What gives you the competitive edge?

Our soft rainbow colors and nutritious, practical bundles capture the personas for modern pet parents. Bundle x Joy values collaboration over competition. In fact, our online Joy Shop even features products for sale from other women-owned pet brands like Sassy Woof and Bark Bistro! We believe that we can continue to help build around a community of like-minded pet people and products — where we are stronger together. 

Describe the ingredients you look for in the products you use.

Anyone who knows me, knows I am a sucker for packaging with the word superfood on it. Superfoods have taken CPG by storm, and the pet industry is no exception. Blueberries full of antioxidants, fiber-packed pumpkin, and anti-inflammatory cranberries are just some of the ingredients that can do wonders for your pup. Luckily, you can find all of those and more in our products!

Walk us through your development process — from ideation to the product we see on the shelf.

When I left a high-ranking position with a national pet food company, I was on a mission to build a brand that connects with women, who make up the majority of pet food purchases. The power of color in marketing and its ability to invoke emotion is something that I knew I wanted to bring into the brand design. I felt strongly that pet brands were overlooking the female-forward designs that I was seeing in human wellness and beauty brands. While we sometimes hear from industry members that they ‘don’t get it,’ we know that what we are doing is already making an impact. One of our favorite moments is when someone’s eyes immediately light up as soon as they discover our products for the first time. They immediately get it and are excited to purchase our products and support a mission that helps fund women and support a female-founded brand like Bundle x Joy. I have 2 Great Dane puppies that have a lot of allergies - a problem a lot of pet parents face today. With that in mind, I looked to create a line of products with many poultry-free options, which is one of the most common allergies. Additionally, we add probiotics to our food to support gut health. Dogs have IBS too! 

"I am very passionate about mentoring other women in entrepreneurship. As a female-Latina founder, I am acutely aware of my responsibility of setting a path forward for underrepresented founders in the pet industry."

What are some things you take into consideration during the creation of new products?

I am steadfast in my belief of creating poultry and grain-free options for a new line of products. The color theory is also extremely important, as our fun pastel gradients are what make our brand so recognizable. 

Other than Bundle x Joy, what is something you are passionate about?

I am very passionate about mentoring other women in entrepreneurship. Since Bundle x Joy takes up most of my time, I combined my 2 biggest passions and created a 3% give-back with every purchase to fund other women. As a female-Latina founder, I am acutely aware of my responsibility of setting a path forward for underrepresented founders in the pet industry.

What is one major lesson you learned about running a business?

Mistakes will always happen, but humility and the will to move forward will always keep me pushing toward my next goals.

What are some challenges you have overcome with Bundle x Joy?

We recently had to discontinue a product, which was a sad moment as a business owner, but you just have to pivot and keep going. 

What would you say is your most effective marketing channel?

Has it changed over time? Our social media, specifically Instagram, is where we first started to grow and connect with our community. Even before we ever had products ready to sell! We believe that community and connection are the key to our growth, building a pet brand that is truly representative of pet people today. We have begun to share more of our start-up journey in social channels in 2023, as we have quickly learned that our most engaging content has included more authentic and less ‘polished’ stories and highlights from our journey thus far.

"We will look to identify retail partnerships that are equally committed and aligned to our mission to bring purpose to pet nutrition, all while expanding our impact with our 3% giveback even further in 2024!"

Give us the backstory of your brand’s name.

Bundle x Joy offers a bundle/subscription service that can be customized to suit the pet owner’s needs and removes the burden of having to remember to buy more products before their current stash runs out. The word Joy is a touchstone for everything we do, from our superfood-rich pet food, treats and supplements to the companies we partner with to stock our online Joy Shop; and from the very details of our brand look and feel. 

What would you like to see for Bundle x Joy's future?

We will look to identify retail partnerships that are equally committed and aligned to our mission to bring purpose to pet nutrition, all while expanding our impact with our 3% giveback even further in 2024!