Sim Innometrics Sdn Bhd

Sim Innometrics Sdn Bhd, established in 2023 and was founded by Sean Sim and Lee Ai Sim, two passionate professionals with over a decade of experience in Malaysia’s fast-moving consumer goods (FMCG) industry. Inspired by a shared love for pets and a vision to revolutionize the pet food market, they launched the INNO^® Oven-Baked brand. Drawing from their deep industry knowledge, they combined traditional baking methods with modern nutrition science to create high-quality, wholesome meals for pets. The company was built on the belief that pet food should be as nutritious and natural as the meals we prepare at home.

Today, Sim Innometrics operates as a premium pet food manufacturer in Malaysia, crafting small-batch oven-baked recipes using real meat, natural ingredients, and zero artificial additives. Their products are widely available both offline, through pet shops, vet clinics, grooming salons, and supermarkets, and online via platforms like Shopee, Lazada, and TikTok. The company is steadily gaining traction among health-conscious pet owners, especially millennials and Gen Z consumers who value clean-label, nutrient-rich food options for their furry companions.

Looking ahead, Sim Innometrics aims to expand its presence regionally and globally, positioning itself as a leader in premium, health-focused pet nutrition. The company plans to invest further in product innovation, sustainability, and transparency—enhancing formulations, expanding distribution networks, and incorporating more eco-friendly practices into its operations. With a strong foundation in quality and a customer-first approach, Sim Innometrics is committed to building a trusted, international brand that puts pet well-being at the heart of everything they do.