The pet industry is booming globally and this lean towards the humanisation of pets is a real white space I believed I could do something in.
What inspired you to start the business?
We adopted a dog at 9 months old. He had a bad start in life and was not in the best shape when we got him. One thing the vet said was to keep him on the same diet, which included dog rolls.
I started feeding him and didn’t like that it was gross to touch, smelled in my fridge, crumbed everywhere and went off quickly. I thought there would be a hundred solutions online for dog roll, and was sure someone was making a silicone sleeve. When I jumped online to buy one, I was stunned there was nothing.
We then commissioned research with pet parents and they came back to us and said there was a big gap in the market. No one was doing pet food storage that’s functional and stylish, so I got to work.
Mister Loyal launched in April this year and has already won the Food Storage Product category at the international 2026 Pet Innovation Awards for its Dog Roll Sleeve (pictured).
How did you design your products?
It came down to the things I didn’t like about current solutions. One was that they weren’t airtight, which seems necessary for a product like a dog roll to prolong freshness and lock away smells. Another concern was size, as hard plastic containers often take up a lot of fridge space. I also wanted it to stand up to allow for other locations for it to live.
The same concerns applied to dry food storage. We wanted something we could leave on the bench that wasn’t an eyesore, and I couldn’t find anything locally or overseas at a reasonable cost.
The key for us was finding a design solution that could suit different people’s homes and living environments while providing that functionality. I’ve been able to work with an amazing design studio in Nelson called Studio Montgomery to collaborate on ideas and pull them into a viable product.
What has been the biggest challenge in starting the business?
Dealing with manufacturing up in China, shipping and launching in the worst economy. They don’t really sell dog roll in China, so I had to go over there with a suitcase full of it to try and explain what it was.
It became complicated and there’s been significant capital to get it off the ground. In terms of manufacturing, tooling cost and shipping, it’s been very difficult.
Bassant believes most of the pet food storage category is still bags, plastic tubs and products designed to be hidden away, rather than design-led alternatives.
You were formerly in the corporate world, how has that experience helped you?
I was working in the tech space as a chief operating officer for the past eight years, with several corporate jobs before that. I had no experience in this industry or market, which has been daunting.
I think I was ready for a change and have always wanted to be an entrepreneur, but it was about finding the right opportunity and something I was passionate about. I’ve always loved design, so being able to do something creative was always top of the list.
What plans do you have for the business?
We’re already in a few retailers in Australia and New Zealand, and there’s a few retailers here that we’re talking to, so we’ve got that on the horizon. We launched in both markets straight away, and that’s come with challenges but also wins.
The next play for us is the United States, we’d love to get there in the not-too-distant future. We’ve already secured our global trademark and a global patent for our dog roll sleeve, and I know we’re bringing something really different to market. We’re in the planning stages, but getting the timing right will be key.
What would be your advice to a budding entrepreneur wanting to start a business?
I think if you’re waiting to be ready, you won’t ever start. You’ve just got to take that plunge. I certainly wasn’t ready, but I felt like I had an instinct that there might be something here and I went for it.
The other thing would be making sure to do research upfront. Make sure you understand the market, the trends and test your idea, not just with your family and friends but with potential customers as well.
Tom Raynel is a multimedia business journalist for the Herald, covering small business, retail and tourism.
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