GREEN BAY, WIS. — Carnivore Meat Company, the maker of Vital Essentials pet food and treat products, on June 30 launched a new line of freeze-dried raw pet nutrition products, Nature’s Advantage. The brand’s first product is a freeze-dried beef treat for dogs, formulated without artificial ingredients or additives.

Nature’s Advantage Beef Bites are all-natural and grain- and gluten-free. The treats feature 100% pure beef sourced and processed in the United States.

The brand will be sold at select Costco stores around the United States, as well as online at

A fictional dog named Sparky serves as the brand’s mascot and appears on the product packaging wearing a pair of green glasses.

“Sparky represents smart pets,” said Melissa Olson, vice president of sales and marketing for Nature’s Advantage. “We’d like to think that if your dog could read, they’d like what they see on the label, so they’d choose Nature’s Advantage.”

Read more about new pet food and treat products.