In the first six months of this year, dozens of brands have launched a range of new pet food, treat, topper and supplement products.
At this point, it's clear the pet food and treat manufacturing industry prevailed — and even prospered — despite the challenges and uncertainties of 2020. These companies and brands across North America and abroad hit the ground running in 2021, continuing to introduce new products that speak to premiumization, humanization, sustainability, variety and other consumer trends steering the market.
Flip through this slideshow for a recap of new pet food, treat and supplement product launches Pet Food Processing has covered so far this year.
In January and February, Tiki Cat launched three new cat nutrition products, including a new line of hydrating toppers for dry cat food called Tiki Cat® Complements™. The brand also debuted a line of fish-focused wet diets formulated in a hydrating broth to combine supplemental moisture with quality proteins, Grill Pate Canned Wet Food, and a line of two single-ingredient, steamed fish protein meal toppers for felines.
Jinx introduced a new limited-ingredient dog treat in mid-January. The company's new Peanut Butter & Blueberry Biscuits are oven baked in small batches, resulting in a low-calorie, nutritious treat. The peanut butter serves as a source of niacin for energy, healthy fats for skin and coat health, and protein. The blueberries provide vitamin C, and chia seeds provide Omega 3 fatty acids and fiber.
In mid-April, Jinx launched two new product categories to its portfolio of premium, dog food and treats. The new additions include two varieties of meal toppers and a limited-ingredient dental chew in two sizes.
Champion Petfoods' new High-Protein Biscuits and Freeze-Dried Food for dogs launched in mid-January. The baked protein treats include four liver-based, limited-ingredient formulas — Chicken Liver, Beef Liver, Pork Liver and Turkey Liver — each with only five ingredients and 85% protein from animal ingredients.
The new freeze-dried dog foods are infused with bone broth, WholePrey animal ingredients, and 90% of the diets are quality animal ingredients. These products were also launched in the Canadian market in February, along with Champion's Healthy Grains dry dog foods.
Champion quickly launched several other new products in the first half of this year. ACANA Rescue Care is designed to help shelter dogs transition to life with their new owners. Champion’s new wet dog diets launched at Global Pet Expo include ORIJEN Premium Wet Dog Food and ACANA Premium Chunks Wet Dog Food, each featuring 85% animal ingredients.
Finally, the company introduced ACANA Wholesome Grains dry dog foods, which feature 60% to 65% animal ingredients along with fiber-rich grains including oats, sorghum and millet.
In January, Wellness Natural Pet Food, a leading WellPet brand, launched a new line of functional pet food formulas targeting digestive health in dogs and cats. Wellness CORE Digestive Health formulas include digestive enzymes, prebiotic fibers and probiotics to support gut health. The company also introduced a meal topper line in March, CORE Bowl Boosters, each targeting a different area of canine wellness: gastrointestinal health, heart health, bone and joint health, and skin and coat health.
Following three new product releases in late 2020, Zesty Paws released another new line of functional pet supplements on Jan. 26, this time focusing on hemp-CBD as the key functional ingredient. Zesty Paws partnered with CBDistillery™ to develop its new Hemp Elements Plus™ line for dogs, which targets three areas of overall pet health and wellness: mobility, behavior and immune system support.
MacFarlane Pheasants, a family-owned and operated pheasant farm based in Wisconsin, entered the pet nutrition market in 2021 with its new brand, Pure Pheasant. The initial product line features locally raised, all-natural raw prey pet food and freeze-dried pet treats.
Martha Stewart added to her empire of lifestyle and pet products by launching a line of CBD-infused dog treat products earlier this year. Stewart partnered with Bob Menardi, DVM, director of veterinary technical and educational services at Canopy Animal Health, to develop three soft-baked treat formulas: chicken and cranberry flavor for calming effects, chicken and blueberry for mobility, and chicken, blueberry and anise flavor for overall wellness.
Boss Nation Brands has released three new products so far this year, including frozen raw dog diets in February, a High Protein Dog Kibble line in March, and frozen raw cat foods in April. Like all other Boss Nation products, each of these three products is infused with probiotics to support gastrointestinal health.
In mid-February, Canidae announced a new line of diets with varying protein levels and formulations based on dogs’ activity levels and lifestyles. The Canidae CA line includes six formulas, all of which feature the brand’s HealthPLUS Solutions® proprietary blend of vitamins, minerals, probiotics and antioxidants. The company also launched Canidae Sustain™ later in April, a line of dog food formulas that incorporate responsibly sourced proteins and ingredients grown through regenerative farming methods.
For cats, Canidae announced two new premium lines in late June: Goodness and Balanced Bowl. Canidae Goodness is a collection of solutions-based formulas developed in partnership with a board-certified veterinary nutritionist. The line includes four formulas — Skin & Coat, Indoor Cat, Joints and Digestion — each incorporating the company’s proprietary HealthPLUS™ Solutions blend of vitamins, minerals, antioxidants and probiotics to support overall health.
Canidae’s Balanced Bowl wet cat food formulas are complete-and-balanced but can also be fed as a meal topper. Each formula is inspired by simple, home-cooked meals that cat owners could make in their own kitchens to enhance feeding and bonding experiences, according to the company. The Chicken & Pumpkin Recipe is set to launch this August.
Grandma Mae’s Country Naturals launched a new line of air-dried dog food, RawTernative®, on Feb. 9. Each diet contains at least 90% animal meat from pasture-raised beef, grass-fed lamb or cage-free chicken proteins. These air-dried, semi-moist and shelf-stable products can be fed as a complete meal or as a meal topper. They are sold exclusively through independent pet retailers.
To meet demand for long-lasting chews, Holistic Hound announced Feb. 11 it has added a line of all-natural antler chews for dogs. The company currently offers two variations of antler chews: Split Deer Antlers, intended for moderate chewers, and Split Elk Antlers, ideal for puppies, senior dogs or those with sensitive teeth or gums. They are 100% natural and sustainable, according to the company.
Meyenberg, a producer of goat milk products, launched a line of milk alternative products for puppies and kittens under its newest brand, Tailspring, on Feb. 11. The products are formulated to closely resemble the mother’s milk, and are intended for nursing puppies and kittens who have been separated from their mother.
Vegan dog food and treat company v-dog launched its meatless jerky treats on Feb. 18, under its globally distributed v-planet brand. The treats, kindjerky, are chewy and all-natural, containing only animal-free ingredients like pea protein, sweet potato and non-GMO coconut glycerin.
Raised Right added Shake A Flakes single-ingredient meal toppers to its human-grade pet nutrition portfolio in late February. They are formulated with beef liver, turkey liver or lamb liver, and are shelf-stable, free from preservatives, and offer sourcing traceability for pet owners.
Celebrity veterinarian Dr. Marty Goldstein added puppy and senior formulas to his Nature’s Blend line of freeze-dried raw dog foods. The formulas — Healthy Growth and Active Vitality — incorporate multiple protein sources, whole-food ingredients and are free from grains or additives.
Swedencare added a new flavor to its line of ProDen PlaqueOff Mini Dental Care Bones. The new Peanut Butter & Banana flavor is formulated with the company's proprietary PlaqueOff System, which includes a tasteless and environmentally sustainable powder kelp ingredient that promotes oral health.
In early March, CBD Living added two new functional dog supplements to its pet line. The new formulas — sweet potato and bacon — target behavior and mobility and are infused with 100% THC-free CBD.
Dogsnob, a premium dog supplement brand, launched its second product mid-March: Mobility Management Soft Chews. They are formulated with glucosamine, chondroitin, methylsulfonylmethane, Omega 3 fatty acids and other ingredients to support mobility, relieve pain, maintain bone strength and promote heart health for puppies, adult and senior dogs alike.
Blue Buffalo released BLUE Tastefuls™ in March, replacing its Healthy Gourmet products as the company's new go-to wet cat food offering. The line currently includes three formats: BLUE Tastefuls Patés, Flaked Entrées and Tender Morsels.
Bocce’s Bakery introduced a new line of all-natural, functional dog treats ahead of Global Pet Expo in March. Bocce’s Bakery Dailies are intended for daily supplementation to address dental health, skin and coat health, immune system health, digestion, and “sweet dreams" calming support.
The company teased its Brushy Sticks, which are longer-lasting and longer in shape to brush teeth and remove plaque and tartar during chew time, in the New Product Showcase section of the trade show and officially released them in May.
Organic dog treat company Lord Jameson has released its Farm Stand Collection, inspired by local farmers markets to include fresh fruits and vegetables. The collection includes two formulas, Apple Pops and Carrot Pops, each formulated with fruit and vegetable bits and rolled in colorful organic coconut shreds.
JAC Pet Nutrition, a recent entrant to the North American pet treat market, introduced three new product lines at Global Pet Expo Digital Access 2021, including dehydrated and freeze-dried raw dog treats, as well as dehydrated superfood meal toppers for dogs and cats.
Pet Releaf expanded its line of hemp CBD-infused supplements for dogs, Edibites, to include a Peppered Bacon flavor. The company cited a report by Brightfield Group, which stated protein-based flavors are the most popular in the pet chew category, as one reason for adding the new pork formula.
Phelps Pet Products entered Global Pet Expo 2021 on March 24 with big news: an innovative new licensing agreement with The Walt Disney Company. The pet treat co-manufacturer is partnering with Disney to launch a line of themed dog treats, Table Scraps™, featuring iconic characters from widely known Disney and Pixar movies.
SquarePet debuted a new line of premium, solutions-based dog food products, each formulated by the brand’s team of veterinary professionals to deliver all-natural support for five areas of canine health and wellness. The company's “Veterinarian Formulated Solutions" — VFS — line includes five functional formulas: Active Joints, Skin & Digestive Support, Ideal Digestion, Low Phosphorus Formula and Low-Fat Formula.
Also at Global Pet Expo Digital Access, FoodScience Corporation's VetriScience and Pet Naturals brands added several new products. VetriScience introduced a new long-lasting formula to its Composure dog supplement line, as well as Golden Years senior dog supplements. Pet Naturals introduced Impawsibly Good™ Treats, Heartibles™ and Busy Butter™ Calming Peanut Butter for Dogs.
Stella & Chewy’s introduced several new wet pet food products on its website in March, alluding to new bone broth, shredded protein and stew formats for dogs, as well as a new line of canned cat food.
The company added Just Jerky Bites to its dog treat portfolio in June. The single-source protein treats include 95% meat and are available in beef, chicken or salmon options.
Under new ownership, Natural Balance has expanded its solutions-based dog food line with two new formulas, Zen Life and On The Move. It also rebranded its existing Synergy formula, now sold as Gentle Balance.
Catit, a Hagen Group brand, debuted insect-based cat food and treat offerings at Global Pet Expo Digital Access in March. These new alternative protein products offer complete-and-balanced nutrition and treat options with a reduced carbon “pawprint.”
Bobby Flay and his Maine Coon cat companion, Nacho, debuted their cat food portfolio April 6, focused on providing palatable, high-quality diets for modern felines. The line, Made by Nacho, features wet cat food formulas, dry kibble diets and freeze-dried protein treats made from cage-free chicken, grass-fed beef and sustainably sourced salmon, as well as pumpkin, cranberries, blueberries and kale to provide antioxidants and other essential nutrients.
In April, Mars Petcare announced the upcoming launch of its first 100% insect-based cat food formulas exclusively in the United Kingdom. The brand, Lovebug, does not contain any traditional protein sources such as beef or poultry ingredients. Aside from its insect protein attributes, the kibble pieces are also covered in a vegan coating to enhance palatability. The product is also offered in a fully recyclable, plastic-free packaging solution.
Eukanuba, a high-performance dog nutrition brand owned by Mars Incorporated, launched two new training treat options in early April. ACTIVTRAINERS are soft and easily digestible, and include DHA to support cognitive function. ACTIVMOBILITY training treats feature added glucosamine and chondroitin sulfate to support joint health and mobility.
Additionally, the company reintroduced its Premium Performance 30/20 SPORT dog diet with ThermoEdge™ technology. The nutritional solution was shown to successfully keep body temperature down in dogs during high-intensity activities.
As of April, Vital Cat now offers Pork Dinner Patties and Pork Mini Nibs. The new protein joins Vital Cat’s other single-source protein varieties for raw freeze-dried cat food, which include chicken, duck, rabbit and turkey.
Nestlé Purina and Ree Drummond, commonly known as The Pioneer Woman®, added three new jerky-style formulas to their line of adult dog treats. The new, all-natural treats include Ranch-Raised Beef, Farm-Raised Chicken or Ranch-Raised Lamb recipes.
Bil-Jac added a new formula to its existing Sensitive Solutions dog food line in April, designed to support digestive and immune system health. Sensitive Solutions Digestive & Immune Support is formulated with chicken and chicken byproducts, dried beet pulp, whitefish, Menhaden fish meal and brewers dried yeast. It also includes Bil-Jac’s proprietary SmartDefense® System antioxidant blend.
In late April, NutriSource Pet Foods launched a new high-protein dog food line, Element Series. Each formula in the series offers at least 83% animal protein per serving and is fortified with the brand’s proprietary Good 4 Life Plus probiotics blend, which is designed to supplement high-animal protein diets with nutrients that support digestion, nutrient absorption, cognitive and heart health, and skin and coat health.
GivePet, a philanthropic dog treat manufacturer, added four new chewy dogs treats in April: Doggy Paddle with coconut, mango and pineapple; Upward Dog with banana, peanut butter and chia seed; Off-Leash Leisure with applesauce, bacon and cinnamon; and Beagle Scout with carob, honey and vanilla.
Because, Animals has added a new pumpkin flavor to its line of Noochies plant-based dog cookies. Pumpkin Noochies+ are formulated with nutritional yeast — which the company calls “nooch” — pumpkin, beta glucan to boost immune system health, Vermont maple syrup, cinnamon, ancient grains, coconut oil and applesauce.
In May, Smart Cookie Barkery introduced its Dog Food Topper line featuring four recipes for any occasion: Breakfast, Dinner, Superfood and Veggie.
Kabo, a fresh direct-to-consumer dog food business based in Canada, released Monch Bars in May. Monch Bars offer an all-natural protein snack for on-the-go energy. The dog snacks feature only allergy-friendly and locally sourced ingredients, including salmon, duck and lamb, as well as natural oatmeal and turmeric to reduce inflammation and support digestion.
Ancestry Pet Food launched three new formulas of meat-focused wet dog foods in May. The new formulas include Look Out!, a grain-free duck recipe, Farmland, a grain-free chicken formula touting 95% protein per serving, and a Lamb Dinner recipe with rice. Each recipe is formulated without byproducts, rendered animal fats, the preservatives BHT [butylated hydroxytoluene] and ethoxyquin, or GMOs.
Not long before it was aquired by General Mills, Tyson Pet Products, Inc. added two new jerky options in its Nudges® Natural Dog Treats line: Jerky Bones and Jerky Chews. Jerky Bones offer a longer-lasting treat option. Jerky Chews add to the brand’s existing line of Signature Soft Chews.
Mid America Pet Food has launched a new dog food formula for large-breed adults and puppies under its VICTOR super premium brand. The new Elite Canine formula incorporates premium-quality chicken and fish meal proteins and ingredients with naturally occurring glucosamine and chondroitin to support hip and joint development and maintenance.
Wilder Harrier, a Canadian dog food brand producing sustainable and hypoallergenic formulas, released its first two puppy formulas mid-May. The two formulas play off its existing Sustainable Fish Formula and Farmed Insect Formula for adult dogs.
Fromm Family Foods on May 13 announced the launch of two new dog treats under its Crunchy Os portfolio. Peanut Butter Jammers™ offer a sweet, classic “crunch factor,” while Slammon’ Smoked Salmon treats feature savory flavors.
Mars Petcare announced an expansion to its TEMPTATIONS™ cat treat portfolio May 18, including two new treat formats: a creamy purée and soft meaty morsels. The new TEMPTATIONS formats build on its widely known crunchy cat treat products.
On May 25, Solid Gold Pet introduced NutrientBoost™, a new line of dog and cat food formulas and meal toppers specifically targeting gut health with a unique ingredient. The formulas are “powered by plasma,” a natural, liquid ingredient boasting immune system and gut health benefits.
Meowijuana® has added two new flavors to its Crunchie Munchie™ cat treat line: Chicken & Herb and Seafood Medley.
Kradle®, a CBD-infused pet product brand specifically targeting stress and anxiety relief in dogs, launched two new products on May 25: Bliss Bar™ CBD Soft Bakes and Chillers™. Both new products are intended for on-the-go stress relief. They are formulated with the company’s patent-pending BotaniTek™ ingredient, which includes broad-spectrum CBD and other calming ingredients.
Heirloom Pet Products has added a fourth water-soluble hemp pet product to its portfolio. Its new Road Trip Stick™ Minis are bacon-flavored calming chews for small-breed dogs, formulated with broad spectrum, water-soluble hemp and colostrum.
Petaluma, Inc., a pet food startup aiming to produce environmentally sustainable and nutritionally exceptional products, launched its first dog food formula on June 15. The diet, Roasted Peanut Butter and Sweet Potato Flavor, includes more than 50% organic ingredients from plant-based protein sources.
Bow Wow Labs Inc. added Crunch Puffs, a single-ingredient crunchy treat for dogs, to its portfolio of dog nutrition and health products in June. These ultra-crunchy treats are all-natural, high in protein and low in fat, made with 100% grass-fed beef proteins and support healthy teeth and gums.
Wild Nature Pet launched in March with a line of high-protein jerky dog treats that deliver superfood nutrients for dogs while supporting causes important to adventurous pet owners. Sales of Wild Nature Pet treats help protect North America's parks and lands through the company’s membership with the Conservation Alliance. The treats are made in the United States with upcycled ingredients which reduces food waste and helps ensure sustainable farming for the future.
The company’s treat line consists of jerky-style sticks in three flavors, chicken, beef and duck. All formulas also feature sweet potatoes, pumpkin and flaxseed and are free of wheat, corn and soy.
On June 29, Mars Petcare introduced the latest additions to its dog food portfolio: KARMA™ plant-first formulas. While both formulas include traditional pet food proteins, including white fish and chicken, both whole-grain sorghum and brewers rice appear before the animal-based proteins on the product labels.
KARMA recipes are formulated with “plant-based superfoods” including flaxseed, chickpeas, dried coconut, chia seed, dried pumpkin, kale, blueberry, spinach, apple and carrot. All ingredients are GMO-free. Both diets boast at least 60% of the ingredients come from plants and are supplemented with real chicken or white fish.
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