Ubae

UBAE is a Los Angeles-based organic pet treat brand founded by Kali Zahar, specializing in purple sweet potato treats.

Pet Supplies

1 Episode

The Story

UBAE is a Los Angeles-based organic pet treat brand founded by Kali Zahar, a full-time scientist at UCLA.

The company creates organic purple sweet potato pet treats formulated for pets with sensitive stomachs and skin, offering a limited-ingredient, nutrient-dense alternative to conventional pet snacks. UBAE sells directly to consumers through its website at ubae.co.

With a focus on transparency, clean ingredients, and pets with dietary sensitivities, the brand is independently operated and remains early-stage as of 2025.

Key Facts & Metrics

📅 Founded 2022

📍 Los Angeles, California

Games & Merch

Ubae Wagyu Bites

Organic purple sweet potato pet treats formulated for sensitive stomachs and skin.

Visit website

Company Timeline

2022 — Founded UBAE
Started the brand in Los Angeles while working full-time as a scientist at UCLA.
2023 — Launched ubae.co direct-to-consumer
Established online store offering organic purple sweet potato treats for sensitive pets.
2025 — Appeared on How I Built This Advice Line
Kali Zahar shared the UBAE story on the How I Built This Advice Line special.

Episodes Featuring Ubae

EP 851

Advice Line with Jeni Britton of Jeni's Splendid Ice Creams (2025)

Jeni Britton

Jeni's Splendid Ice Creams (2025)

Jeni Britton returns for an Advice Line special on How I Built This, this time to discuss Floura -- her new fiber-forward food company launched after building Jeni's Splendid Ice Creams into a nationally recognized brand. She reflects on pivoting from ice cream to functional foods, the science behind her 13-gram fiber bars, and why she wants to make fiber accessible without sacrificing taste.

Jul 9, 202648 min

Founders Featured

Kali Zahar

Kali Zahar is the founder of Ubae, a Los Angeles-based brand that creates organic purple sweet potato pet treats formulated for pets with sensitive stomachs and skin.

1 episode