A noncomprehensive list of new pet foods, treats, supplements and meal toppers launched this year.
Between 2011 and 2018, GfK reported the number of brands in the pet food and treat space grew 71%, and the sheer number of individual products, or SKUs, grew 88%. These numbers have only continued to grow into 2020 as human brands and pet startups enter this market and industry veterans diversify their portfolios with new products and formats.
In the spirit of proliferation and innovation, here is a noncomprehensive list of new pet foods, treats, supplements and meal toppers shaking up today’s marketplace.
Purina first announced the development of this groundbreaking cat diet in February, which employs an egg-based ingredient containing antibodies of Fel d1, the major cat allergen that causes adverse reactions in some humans. The egg-based ingredient binds to Fel d1 and neutralizes the allergen in cats’ saliva, inhibiting it at the source and preventing it from spreading to cat hair and dander and, ultimately, the living environment.
Two new products from Stella & Chewy’s this year are a line of high-protein, grain-free kibble for cats and meal toppers for dogs. Each bit of Raw-Coated Kibble for Cats is coated in a freeze-dried raw formula to boost nutrition and palatability. Each of the three cat diets are formulated without artificial ingredients, chicken byproduct meals, corn, wheat, or pea and soy protein.
The company also launched Marie’s Mix-Ins, a collection of meal toppers-slash-treats for dogs. Formulas include whole muscle meat-derived bone broths with added superfood ingredients such as pumpkin, sweet potatoes and turmeric.
Within its mission of providing solutions-based pet diets targeting specific health functions and needs, Royal Canin launched two diets to support digestive health in puppies and kittens. Gastrointestinal Puppy and Gastrointestinal Kitten are formulated specifically for the immature digestive systems of young dogs and cats. The portfolio includes dry kibble and wet canned diets, each including highly-digestible proteins, balanced fibers and added EPA and DHA.
Royal Canin also launched a urinary care formula for cats in July, which incorporates 10 different urinary ions, pH and effective minerals for maintaining urinary health.
The company also added new Daily Dish Broths for dogs and cats. They are formulated by a team of veterinarians and include limited, natural and human-grade ingredients to enhance hydration. New Daily Dish Broths can be fed as a liquid treat or as a meal enhancer with dry kibble, freeze-dried or dehydrated diets.
In October, Canidae introduced two new dry dog food products, PURE with Wholesome Grains and its new flagship line of complete-and-balanced diets. Both new products incorporate wholesome grains such as brown rice, oatmeal and barley, and are formulated by veterinarians.
Canidae’s new PURE with Wholesome Grains line includes six complete-and-balanced formulas intended for dogs with sensitive stomachs, each formulated with no more than 10 ingredients. Its new flagship line includes six additional formulas, including chicken and barley, salmon and brown rice, turkey and barley, beef and oatmeal, a lamb formula for large breeds, and a turkey formula for puppies.
Vital Essentials introduced FUSION Frozen Dinner Patties as a consumer-focused option to complement its raw and freeze-dried portfolio. Each patty is formulated with 10% organic fruits and vegetables, including apple, squash, carrot, blueberry and broccoli, and 90% single-sourced whole animal meat, organ and bone to provide maximum nutrition at mealtime. FUSION Dinner Patties are flash frozen to preserve nutrients.
Primal Pet Foods added a variety of raw meal toppers for dogs and cats in July, as well as reformulating and redesigning its two existing topper lines to offer convenience to pet owners and optimized nutrition to pets. The brand rebranded its Grinds meal topper line as Butcher’s Blend Raw Toppers, which offer 100% animal-based ingredients from high-quality meat, poultry and seafood sources. They include animal protein, organ and bone.
Primal Pet also rebranded its Mixes line as Market Mix Raw Toppers. These meal boosters are formulated with 85% animal protein, organ and bone. The remaining 15% of the topper includes organic fruits and vegetables to deliver phytonutrients and antioxidants.
Following the launch of the brand with a single freeze-dried beef dog treat in July, Carnivore Meat Company added 10 freeze-dried dog food and treat products to its Nature’s Advantage portfolio. New additions to the Nature’s Advantage line include six dog treats and four complete-and-balanced dog food products. Treat formulas include Chick’n Hearts, Tender Turkey, Minnows, Really Rabbit and Savor’n Salmon. Complete-and-balanced dog food diets include Beef Burger Dinner patties, Butcher’s Beef Dinner, Tasty Turkey Dinner and Craving Chicken Dinner. Carnivore Meat Company also shared plans to launch a line of freeze-dried cat nutrition products in early 2021.
This Royal Canin brand is reimagining sporting dog nutrition with its new line of Premium Performance kibbles. Each diet is catered to a specific activity level and delivers nutrients that target varying areas of performance. Premium Performance diets include 21/13 SPRINT, 26/16 EXERCISE, 30/20 SPORT AND 30/28 WORK formulas.
In each of the four Premium Performance formulas, Eukanuba took three perspectives: recovery, digestion and whole dog nutrition. Each diet features a custom blend of antioxidants to fuel recovery by reducing oxidative stress, as well as enhanced blends of fiber and prebiotics for healthy digestion.
Speaking of performance diets, Mid America Pet Foods, the maker of VICTOR Super Premium Pet Food diets, partnered with Realtree, a leading brand of camouflage, offering outdoor and lifestyle products, to create a new subline of formulas for active hunting dogs.
The two new formulas — Realtree MAX-5 PRO and Realtree EDGE ENERGY — include added glucosamine and chondroitin to support mobility in active dogs. Both recipes are formulated with increased levels of essential nutrients to promote energy and stamina.
This Whitebridge Pet Brands company launched two products in the back half of this year: ENERGY Extended Activity Fuel and VITALITY Jerky treats. ENERGY Extended is a mousse-textured, high-protein performance dog treat formulated with chicken and coconut oil as sources of protein and MCT [medium-chain triglycerides]. The formula also includes pumpkin to aid in digestion and a highly digestible egg protein.
VITALITY Jerky comes in two functional formulas: Chicken and Mango and Beef and Banana. Each formula includes US-sourced, farm-raised chicken or beef as the first ingredient. Other ingredients include vitamin-rich superfoods such as mango, banana, ginger, honey and coconut oil.
Tiki Pets, another member of Whitebridge Pet Brands, launched two wet cat diets: Tiki Cat Special™ functional formulas targeting digestive issues, skin and coat health and weight control, and Tiki Cat After Dark high-protein diets.
Tiki Cat Special™ includes three functional formulas: Fussy, Skins & Coat and Light. Each diet comes in a smooth mousse format formulated with a broth to improve palatability. All three formulas are grain-free, non-GMO and do not contain artificial ingredients.
The After Dark line boasts 95% meat inclusions from animal liver, lung and kidney proteins, speaking to cats’ carnivorous dispositions. It includes four formulas — farm-raised beef, free-range venison, cage-free duck and free-range rabbit — all ethically sourced and manufactured in New Zealand. Animal proteins are the first ingredients in each recipe.
This pet supplement brand has launched three products since September, including Lil’ Zesties Squares, Ancient Elements and a line of functional treats for cats.
Lil’ Zesties Squares includes four solutions-based formulas for dogs with allergies, environmental stress, gastrointestinal and mobility issues. Each are formulated with a proprietary nutrient blends from third-party suppliers to enhance the products’ overall functionality.
Ancient Elements supplements for dogs are heart-shaped soft chew treats that also target four key areas of pet health and wellness. The line includes a mobility formula for hip and joint health, a calming formula to reduce environmental stress, an Aller-Immune formula designed to support immune system health, and a multifunctional 8-in-1 formula targeting skin, gut, cardiovascular and immune system health. All formulas feature ancient grains such as quinoa, millet, amaranth and sorghum.
Finally, Zesty Paws launched a line of functional cat treats exclusively through Chewy in November. The line — which includes formulas to support immune system health, behavior and gut health — will be rolled out to other retailers after Jan. 1, 2021. These supplements are also infused with proprietary nutrient blends.
Ocean Spray Cranberries, Inc. entered the pet nutrition scene this year with the launch of its Tally-Ho functional water enhancers in August. These supplements are intended for dogs and were developed through Ocean Spray’s Lighthouse Incubator, an in-house accelerator program through which the company develops and rolls out innovative products for the health and wellness markets.
Tally-Ho water enhancers for dogs are intended for daily use to improve flavor while delivering active, functional ingredients. It is currently available in three formulas: Oral Health with zinc and mint to promote healthy teeth and fresh breath; Emotional Health with L-Theanine and chicken flavor to promote calm behavior; and Immune Health with vitamins C and E, zinc and salmon flavor to boost immune system health.
As the pet supplement market grows, WoofWell entered the space with a new take on health and wellness. The Texas-based company launched a line of breed-specific dog supplements in August, available for German shepherds, French bulldogs, golden retrievers and Yorkshire terriers. Each formula includes broad-spectrum hemp oil and is backed by veterinary research and a Quality Seal from the National Animal Supplement Council (NASC).
Heirloom Pet Products launched in July with its first product: water-soluble, hemp-based meal toppers for dogs. These meal toppers are infused with broad-spectrum hemp oil that is soluble in water to provide a fast-acting functional solution for dogs of all sizes. Heirloom added to this line in September with an on-the-go Road Trip Stick, formulated with the same water-soluble hemp oil in a convenient, travel-sized format.
The company launched its third product, a water-soluble hemp-infused bone broth for dogs and cats, intended as a hydrating meal topper or treat.
Aggressive investments and ambitious adjustments have stoked impressive growth for the company in the few years since it was formed.