A chat with Notti founder and pet nutrition expert Yap Ke Yee on her journey to redefining kibble
Notti AND nice
We sat down with Yap Ke Yee, the founder and CEO of local premium pet food brand Notti, for a chat about the story behind her products and what goes into good kibble.
If you’re a devoted paw-rent, you know that the best simply isn’t enough for your furkid—especially when it comes to food and nutrition. For those who are able to, feeding your pet nutritious and beneficial food day in and day out is one of the best things you can do for them. In Malaysia, Notti has quickly become a leading household name in the pet food industry, taking the landscape by storm with its thoughtful, slow-baked goodness.
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Pet nutrition expert (and human nutritionist) Yap Ke Yee, 28, is the brains behind the brand and all that it stands for. With its signature slow-baked pet food, Notti has redefined kibble, bringing it out of the ‘processed and unhealthy’ realm into a nourishing and high-quality one. Since the brand’s inception, it has expanded its offerings to include treats, toys, chews, and even events—all with a team of just seven people. A whopping 98 percent of Notti customers have said that their pets’ pickiness has been resolved since making the switch to the brand and they haven’t looked back.
Today, Notti is thriving as a wholesome and passion-driven company. Running with your pets and their wellness in mind, Notti has carved out a nice seat for itself in the local pet industry. Not to mention, the company received funding from both 500 Global and First Move to further its mission earlier this year. To dig into what makes this pet food brand so irresistible to both humans and our furkids, we spoke to Yap herself about how Notti came about, its growth, and the intricacies of good pet food.
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Why did you start Notti?
Notti was born out of a deeply personal journey and a genuine desire to make a difference in the lives of pets and their owners. As a pet owner myself, I became increasingly aware of the lack of healthy, high-quality kibble options available. I saw a gap in the market where traditional kibble often fell short in both quality and nutritional value. Many of the available options were heavily processed, packed with fillers, or simply not designed to support the health and vitality that our pets deserve.
The journey to create Notti started with a question: why can’t pet food be as nutritious and enjoyable as the food we eat? Pets are family, and just like any family member, they deserve the best. This mission to elevate the standard of pet food drove me to dive into the industry, learn about pet nutrition, and, ultimately, develop a product that I could wholeheartedly believe in. We began Notti with a clear purpose: to provide a healthier kibble, made with fresh, high-quality ingredients that cater to the specific needs of our pets. I wanted Notti to be more than just a pet food brand. I envisioned a community that champions pet health and well-being, a brand that pet owners could trust without hesitation.
How long have you been in the pet nutrition industry?
I’ve been in the pet nutrition industry for over a year now, building on my six years of experience in human nutrition. This background has given me a unique perspective and a strong foundation in understanding the critical role that high-quality, nutrient-rich ingredients play in overall health. Transitioning into pet nutrition has been incredibly rewarding, as I apply this expertise to craft meals that support our pets’ health and vitality in the same way we prioritise human wellness.
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What kickstarted your career in pet nutrition?
My career in pet nutrition was sparked by a personal journey and the realisation that pets deserve the same care and nutritional standards we seek for ourselves. After six years in human nutrition, I began to notice how limited the high-quality options were in the pet food market. As a pet owner, I saw firsthand the challenges of finding food that truly met the needs of pets, especially those with specific dietary or health concerns.
My own dog, who is genetically sensitive to environmental factors, struggled with skin issues, which made finding the right diet to support his health a constant challenge. This gap in the industry inspired me to leverage my background in nutrition to create Notti—a brand that focuses on fresh, human-grade ingredients and gentle, nutrient-preserving processes to provide pets with genuinely healthy, appetising food that’s also suitable for those with sensitivities.
What did you study in university and how did it get you here?
I studied for a Bachelor of Science in Food Science with Nutrition, graduating with First Class Honors. My background in food science—combined with my experience in human nutrition—gave me a strong foundation in nutrition principles, enabling me to understand pet nutrition more quickly and thoroughly.
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What is one thing you learned at the start of your career that you still practise on the job today?
One key lesson I learned early on—and still practise today—is the importance of staying curious. Nutrition science is constantly evolving, with new research and insights shaping how we approach health for both humans and pets. This mindset of continuous learning has allowed me to adapt quickly, innovate thoughtfully, and always look for ways to improve what we offer.
At Notti, this openness to learning keeps us responsive to pet owners’ needs and up-to-date on the best ways to support pets’ health. Embracing curiosity means we’re not just following standards but actively raising them to provide the very best for our pets.
What was the biggest challenge in building a pet food business in Malaysia?
Educating consumers on the value of high-quality pet nutrition. Many pet owners are used to conventional products and may not be aware of the benefits of premium, slow-baked, human-grade ingredients. This requires substantial effort in awareness-building and demonstrating how a high-quality diet positively impacts pet health.
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How did you come up with the identity and look of Notti?
I wanted Notti to stand out in the pet food market by being bold and different—something that would instantly catch the eye and convey a sense of warmth and fun. Colourful and vibrant designs have always resonated with me, so I incorporated those elements to make Notti feel lively and approachable. A big inspiration behind Notti’s look is my own dog, who represents so much of my journey in pet nutrition. I used illustrations that capture his playful spirit and quirks, making him a central part of the brand’s identity.
Briefly talk us through the R&D process for Notti’s kibble.
The R&D process for Notti’s kibble began with extensive research and surveying to identify the best technology for preserving nutritional quality while creating a palatable kibble. We focused on finding a method that would lock in nutrients and natural flavours, eventually choosing a gentle slow-baking process to achieve this.
Next, we sourced high-quality ingredients, carefully selecting each one to ensure it met our standards for nutritional value. With the ingredients and process in place, we moved into trial runs, refining the formula and cooking technique until we achieved a kibble that’s both nutritious and delicious for pets. This thorough R&D approach ensures Notti kibble meets our high standards for quality, taste, and health benefits.
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How did you balance palatability and nutrition when recipe developing?
It was all about finding the right approach to make each bite both healthy and delicious. Slow baking was the key—it not only preserves essential nutrients but also enhances the natural flavours of the fresh, human-grade meats and wholesome fruits and vegetables we use. This process makes the kibble taste better without needing fillers or artificial flavours. Each recipe went through multiple adjustments and taste tests to perfect the flavour and texture, so the kibble is as nutritious as it is appealing to pets.
Is it easier to come up with cat food/treats recipes or dog food/treats recipes?
Creating recipes for both cat and dog food or treats is equally challenging, as each requires careful consideration of their unique dietary needs. Cats, for example, are obligate carnivores, meaning their diets must be rich in animal-based proteins, while dogs benefit from a more varied diet that includes certain grains, fruits, and vegetables. Balancing these needs while ensuring the recipes are both nutritious and appealing requires the same level of care, precision, and testing for each. So, in the end, it’s not easier for one over the other; both require a thoughtful, tailored approach.
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To you, what are the benefits of slow-baking kibble?
Slow-baking kibble offers several significant benefits for both nutrition and taste. First, the lower baking temperature helps preserve essential nutrients that can be lost in traditional high-heat extrusion processes, ensuring pets get more of the natural vitamins, minerals, and proteins they need for optimal health.
This gentle process also enhances the natural flavours and aromas of fresh ingredients, making the kibble more appetising for pets, especially picky eaters. Slow-baking creates a satisfying, crumbly texture and it is easier to digest, which can benefit pets with sensitive stomachs. Ultimately, slow-baking allows us to create a kibble that’s not only nutritionally rich but also more enjoyable for pets to eat, supporting their well-being in a way that standard kibble often can’t.
What is one milestone you are extremely proud of from this year?
One milestone I’m extremely proud of from this year is receiving funding from 500 Global and First Move. Their support not only validates the vision behind Notti but also enables us to expand our mission of providing high-quality, nutritious pet food to even more pets and their owners. This achievement has been a huge step forward in our journey to elevate pet health and set new standards in the industry.
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Where do you see the premium pet food industry going in the next few years?
The premium pet food industry is set to grow significantly in the coming years, driven by a shift in how people view pet health and nutrition. As pet owners become more mindful of the quality of food their pets consume and prioritise holistic well-being, there’s a rising demand for high-quality, nutrient-rich options.
With lifestyles improving and pets increasingly seen as family members, I anticipate that we’ll see more innovations focused on natural, minimally-processed ingredients, specialised diets, and even functional foods tailored to support specific health needs. This trend signals a future where premium pet food becomes the standard, reflecting the care and attention that pet owners want to give their companions.
If you had to sum up Notti’s mission in one line, what would it be?
Notti is the ultimate solution for picky eaters and sensitive skin relief, offering healthy and tasty pet food pets love.
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