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Wagalot invites pet loving investors to join their crowdfunding campaign

‘Senior Entrepreneurs’ prove it's never too late to create a million dollar empire – and it’s all thanks to doggy birthday cakes

Proving you’re never too old to take your start-up to the next level, Alice Needham and Philip Chaplin have transformed their humble beachside dog bakery into a thriving premium doggie treat business that turns over three quarters of a million dollars each year - and the 54 and 61 are only just getting started. 

Together the pair will embark on their company’s biggest expansion to date – growing their business to more than $5M turnover in the next three years with the ultimate goal having their dog ‘Mix n Zap’ cake kits lined in every supermarket across the country. 

To help take their company to the next level, Alice and Philip are inviting pet loving investors to join their Birchal equity crowdfunding campaign, where shares in the company can be bought for as little as $250.

Lola's Yappy Woofday using a
Mix & Zap Cake Mix
“We were the first to invent and commercially sell doggie birthday cake kits back in 2013, and sales of our premium doggie treats have skyrocketed ever since, selling hundreds of packets a year to nearly 200,000 packets in the last year,” said Alice Needham, co-Founder of Wagalot

“We are so confident in our products we believe it’s only a matter of time before these DIY doggie birthday cake mixes will be stocked in every Woolworths, Coles and IGA in Australia. 

Pet owners around the country already treat their dogs like their children; could you imagine not giving your child a cake on their special day! 

These ‘Mix n Zap’ cake kits take only 2 minutes to cook and are guaranteed to be a popular choice for the six million dogs that are treated like royalty in Australia.

“Most people our age are beginning to wind down, but we’re ramping up! 
As the saying goes, ‘choose a job you love, and you will never have to work another day’. 
That’s our motto because we love this business so much, we have no plans to retire – our focus over the next three years is to see Wagalot reach $5 million a year.

“At the moment, we’re averaging a very healthy yearly revenue of $750,000. Our equity raise will help us ramp up production so we can reach our expansion goal. 

Product display at Pet Land Campbelltown (SA)

Our treats are currently stocked in 400 outlets and pet stores around the country and that number is expected to grow rapidly with supermarket distribution.”

Wagalot founders, Philip and Alice started the journey as Diamond Dog Food & Bakery in 2010 making ethical, handmade, and exciting doggie treats and products that instantly set tails wagging. 

After the success of the Diamond Dog Food & Bakery and their desire to reach more hungry dogs, the wholesale brand Wagalot was born. 

Since then, Wagalot has continued to enjoy a flourishing year on year growth, selling more than 200,000 treat packs, and 20,000 Mix n Zap Birthday Cakes in the last year alone. 

The brand has averaged 10% growth annually over the past 5 years.

Wagalot will use its capital raise to expand its growth and market share of the pet treat industry, with a goal of selling into 9000 supermarkets across Australia. Currently, the majority of income is accumulated from sales in traditional pet stores, online, groomers, doggy day cares, and vets.

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MEDIA RELEASE, 11th October 2021

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