Ubae
UBAE is a Los Angeles-based organic pet treat brand founded by Kali Zahar, specializing in purple sweet potato treats.
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
Products & Services
Ubae Cubes
Organic purple sweet potato cubes for pets with sensitive stomachs and skin.
Ubae Wagyu Bites
Organic purple sweet potato pet treats formulated for sensitive stomachs and skin.
Ubae Latte
Organic purple sweet potato latte mix for pets with sensitive stomachs and skin.
Ubae Wagyu Bites Bundle
Organic purple sweet potato wagyu bites for pets with sensitive stomachs and skin.
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
Advice Line with Jeni Britton of 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.
Advice Line with Jeni Britton of Jeni's Splendid Ice Creams
Jeni Britton joins Guy Raz on the Advice Line to help three early-stage founders navigate marketing, fundraising, and PR. Jesse Koenig wants to focus his frozen fry brand's marketing. Casey White feels pressure to raise outside capital for her frozen pierogi company. Callie Zahar weighs whether to hire a PR firm for her purple sweet potato pet treat brand. Plus, Britton shares how her new fiber-forward company Floura is addressing a massive American dietary gap.