Meiken Bassant, founder of Mister Loyal, has embarked on a venture aimed at redefining pet food storage amid a growing global pet care market. Mister Loyal, a pet homeware brand, focuses primarily on creating stylish and functional storage solutions tailored to pet food, filling what Bassant describes as a largely neglected segment.
The idea for the company originated from a personal experience. After adopting a dog with specific dietary needs, Bassant encountered practical challenges with existing pet food storage options, particularly for dog rolls. She found current solutions to be unsatisfactory—lacking in airtightness, generating unpleasant odors, and not designed to optimize space in household refrigerators. Extensive market research with pet owners reinforced the perception of a gap for products that combine utility with aesthetics.
In developing the product, Bassant prioritized addressing common issues such as airtightness to maintain freshness, compact design to save space, and versatile form factors that allow storage beyond the refrigerator. Collaborating with Nelson-based design firm Studio Montgomery, the team worked to balance functionality with appealing design suited to various living environments.
Bassant faced notable hurdles in launching the business, particularly in managing manufacturing in China. The niche nature of the product, specifically dog rolls being uncommon in China, posed challenges in communication and production. High upfront costs related to tooling, shipping, and navigating an unstable global economy also complicated the process.
Before founding Mister Loyal, Bassant spent over eight years in the technology sector, including roles as a chief operating officer. While new to the pet product industry, she emphasized that her corporate background aided her transition. Her motivation for the shift stemmed from a desire to pursue entrepreneurship and engage in a creative endeavor aligned with her passion for design.
Mister Loyal has already secured shelf space in select retailers across New Zealand and Australia and is in talks with additional outlets. Looking ahead, the company plans to expand into the United States market. Bassant noted the importance of timing and securing intellectual property protections, highlighting that the brand has obtained a global trademark and a patent for its dog roll sleeve.
Offering advice to aspiring entrepreneurs, Bassant stressed the importance of taking initiative even without feeling fully prepared. She encouraged thorough market research and validation of ideas with potential customers beyond immediate personal networks as critical steps in launching a successful business.