Celebrity power couple Chrissy Teigen and John Legend have announced their foray into the pet industry with their new venture, Kismet, a pet lifestyle brand focused on premium dog food. This marks the couple’s first joint business, aiming to deliver high-quality nutrition, merchandise, and engaging content to modern dog parents.
“Dogs have always been central to our family,” Teigen and Legend shared in a statement. “Being pet parents before starting our family with children gave us a deep understanding of the unique bond with dogs. That feeling, in essence, is Kismet. We envision a brand that embodies the playful, sometimes messy, and always loving nature of dogs. Kismet is more than just exceptional dog food; it’s a lifestyle brand dedicated to providing thoughtfully designed goods and enriching content for both pets and their human companions.”
To ensure the highest standards of pet health and nutrition, Teigen and Legend have partnered with Dr. Kwane Stewart as Kismet’s Chief Veterinary Officer. Dr. Stewart, recognized as CNN’s 2023 Hero of the Year, is renowned for founding Project Street Vet, a philanthropic organization providing vital veterinary care to pets of individuals experiencing homelessness.
Dr. Stewart’s journey began in 2012 when he started offering free veterinary services to pets of people experiencing homelessness in areas like San Diego, Los Angeles, and Skid Row, California. His dedication earned him the moniker “Street Vet.” In 2020, he formalized his efforts by establishing Project Street Vet, a non-profit that extends free veterinary care through street outreach and pet clinics, while also offering financial aid across Georgia, California, and Florida.
Kismet represents Dr. Stewart’s first venture into the pet food sector, providing him with a new platform to further Project Street Vet’s mission by incorporating nutrition into their support.
“For 13 years, I’ve been committed to the Street Vet initiative,” Dr. Stewart explained. “My initial goal was simple: to provide essential medical care to pets in impoverished communities across California. Now, transitioning from traditional clinical work to focusing on initiatives I deeply believe in, Project Street Vet is my primary focus. John and Chrissy’s commitment to financially support Project Street Vet through Kismet is incredibly meaningful. It opens up a significant avenue for us to provide crucial nutritional support to pets in need.”
Kismet’s commitment to superior nutrition is further emphasized by their collaboration with board-certified veterinary nutritionists in developing their dog food formulas. These formulas are designed to bridge the gap between the perceived benefits of fresh dog food and the convenience and affordability of traditional kibble.
“Our goal is to deliver optimal nutrition,” Dr. Stewart stated. “In today’s market, fresh food has gained prominence, highlighting the desire for highly nutritious options. We aim to offer that top-tier nutrition but in a format that is more budget-friendly than fresh alternatives and retains the convenience factor.”
During the formula development, Dr. Stewart emphasized two critical aspects to the nutritionists: gut health and a re-evaluation of grains in dog food. Focusing on gut health and the canine microbiome, Kismet’s recipes are enriched with prebiotics, probiotics, and superfoods.
“From my experience as a general practitioner, I understand the critical components of quality dog food. These include superfoods, pre- and probiotics, and ensuring high-quality protein as the primary ingredient,” he noted.
Regarding grains, Kismet distinguishes itself by utilizing healthy grains like barley and brown rice, rather than common, less beneficial grains like corn and wheat, to promote digestive health.
“Kismet includes grains because we recognize that healthy grains have a valuable place in dog food, unlike certain less beneficial grain sources,” Dr. Stewart clarified. Reflecting this philosophy, all Kismet products are formulated without corn, wheat, artificial colors, flavors, or preservatives.
The Kismet nutrition line features two complete-and-balanced dry food recipes that combine kibble with freeze-dried pieces. These recipes are based on real animal proteins, superfoods, essential vitamins and minerals, and pre- and probiotics to bolster gut health, digestion, and overall canine wellness. The inclusion of freeze-dried “nugs” of chicken or beef and sweet potato adds an extra boost of nutrients. The initial complete-and-balanced offerings include the Chicken & Barley Recipe with Nutritious Freeze-Dried Nugs and the Salmon & Brown Rice Recipe with Nutritious Freeze-Dried Nugs.
Beyond complete meals, Kismet also offers two dog treat varieties: Slow Cooked Beef and Slow Cooked Salmon. These treats, available in stick and square shapes, are slow-cooked and crafted with limited ingredients.
Kismet’s dedication extends beyond nutrition to broader animal welfare through its philanthropic arm, Kismet Cares. Kismet Cares supports organizations like Project Street Vet and Paws for Life, a non-profit focused on rescuing and rehabilitating dogs from high-kill shelters.
Currently, Kismet products are available for direct-to-consumer purchase through KismetPets.com. The complete-and-balanced dog food recipes are offered in 9-lb and 19-lb bags, while the treats come in 14-oz bags. Dr. Stewart indicated that Kismet plans to expand its retail presence to enhance accessibility for all dog owners.
“It has been a true pleasure collaborating with Chrissy and John to bring Kismet to life,” said Mathé Young Mosny, Chief Executive Officer of Kismet. “Their deep passion for dogs and unwavering commitment to product excellence are truly inspiring. Moreover, they excel at building authentic communities. As a brand, Kismet aims to unite people through a shared love for dogs and a desire for innovation in pet care. We are thrilled to invite everyone to join the Kismet community.”
