The Nikyu Story

Who We Are

Nikyu (Japanese for "paw" and also sounded like meat) was founded on a simple belief: every pet deserves premium nutrition at a fair price. We're a Singapore-based pet nutrition company on a mission to make high-quality kibble more accessible to every pet parent.

Why We Started

Our founder, MJ, grew up around pets through family and friends. Watching pet parents struggle with the same dilemma struck a chord: why does quality pet nutrition have to be so expensive, especially in Singapore?

Vets recommended "premium" food, but premium seemed to mean paying for packaging and marketing rather than actual nutrition.

It didn't make sense. Why should loving pet parents have to choose between quality and affordability?

After months of research, the answer became clear: the pet food supply chain itself was broken. Multiple distributors, regional markups, and retail margins meant quality ingredients were being sold at 1.5-2x their actual value. The markup wasn't going to better nutrition—it was funding a bloated distribution system.

The Aha Moment

During a trip to New Zealand, we saw the wide variety and affordability of pet food with the outmost quality. What if we could remove the middlemen entirely? What if we sourced directly from world-class manufacturers in New Zealand (where standards are some of the strictest globally) and delivered directly to Singapore pet parents?

That's how Nikyu was born.

Our Mission

We believe quality pet nutrition should never be a luxury. We're committed to:

🐾 Quality First - Every ingredient matters. We source from NZ manufacturers with uncompromising standards.

🐾 Transparency Always - No mysterious "by-products." No vague ingredients. You'll know exactly what you're feeding your pet.

🐾 Fair Pricing - By eliminating distributors and retail markups, we pass the savings directly to you. Premium kibble shouldn't cost S$80-100 (per kg).

🐾 Community Focused - Your feedback shapes our products. We're building this WITH pet parents, not FOR them.

Why New Zealand?

New Zealand has some of the world's strictest food safety standards. Their livestock industry is built on:

  • 100% grass-fed, free-range animals (no growth hormones or routine antibiotics)
  • Pristine environment = cleaner ingredients
  • Rigorous traceability and testing protocols

When you choose Nikyu, you're getting NZ quality with Singapore convenience.

Our Promise to You

✓ Premium quality ingredients at transparent pricing
✓ Direct-to-customer model
✓ Full ingredient transparency and nutritional standards
✓ Community-driven product development
✓ Ethical sourcing