Including a cell-cultured meat broth, superfood toppers, upcycled ingredients, insect-based treats and much more.
According to Chicago-based market research firm IRI, dog and cat treat sales were up 9.6% and 14.9%, respectively, from August 2021 to August 2022. Flip through this slideshow to browse pet treat and meal topper products fueling sales growth for the industry at large.
In early July, Durkha Dog Chew announced a partnership with Kukuje GmbH, a German producer, to co-develop a line of Traditional and Premium Quality Yak Cheese Chews for dogs. The chews were a result of product development know-how from Neil Pokharel, chief executive officer at Durkha, paired with cheese-making skills from Narendra Shrestha, managing director of Kukuje.
Globe Buddy, a Danish pet food startup, debuted its inaugural dog treat line in mid-July. The Globe Buddy Crunch treat line includes three formulas: Insect Crunch, formulated with mealworms and black soldier fly larvae (BSFL); Veggie Crunch, formulated with fruits and vegetables; and Spirulina Crunch, formulated with spirulina, seaweed, alfalfa and vegetables.
Canidae expanded its meal topper and treat portfolio with the launch of Pure 3-in-1 Goodness Freeze Dried Raw for dogs and cats. The line features Chicken & Brown Rice and Beef, Barley and Quinoa recipes for dogs, as well as Beef Liver for both dogs and cats. All formulas include no more than three ingredients, with a focus on high-quality proteins.
Primal Pet Foods introduced four new dog and cat treat lines in July spanning jerky, freeze-dried and dehydrated formats. New treat lines include FriendChips Matter! and Give Pieces A Chance! jerky treats for dogs; Freeze-Dried Crunchy Treats for dogs and cats, with recipes including Pumpkin For My Pumpkin, Peelin’ Fantastic, You Maple My Day, You’re My Butter Half, and The G.O.A.T.; Liver, Laugh, Love freeze-dried liver treats for dogs and cats; and Let’s All Get A Lung! for dogs, featuring real beef and lamb lung in dehydrated cubes.
Blue Buffalo introduced To-Go packs of its Chicken Bits, Beef Bones and Health Bars for dogs. Each pack contains 12 1-oz packs of each treat. According to Blue Buffalo, the soft chew Chicken Bits were designed to serve as training treats, and the crunchy Beef Bones are formulated without BHA or artificial preservatives.
Health Extension added to its pet treat portfolio in late July with the launch of its Impawfect™ treats formulated with upcycled ingredients. The line includes five formulas, three of which tout functional benefits and two of which come in smaller bite sizes for training. The three functional formulas include Impawfect Digestion, Impawfect Immunity, and Impawfect Hip & Joint to target common health issues in dogs.
Zesty Paws launched its first range of puppy-specific products in August, including two training bites, four supplement formulas, and a milk replacer product. The Training Bites for puppies are available in bacon and peanut butter flavors and formulated to be low in calories. Recipes include fish oil and EpiCor Pets, a branded ingredient by Cargill, to support cognitive development and immune support.
VICTOR, a brand by Mid America Pet Food, introduced two new tender dog treats in August: Hi-Pro Bites and Hi-Pro Strips. The treats expand upon the company’s line of Classic Treats to include tender options with beef as the first ingredient. Hi-Pro Bites and Strips are formulated with VICTOR’s VPRO® Blend, which helps support metabolic, immune and digestive health, as well as healthy skin and coat.
Gott Pet Products celebrated the 30th anniversary of its Charlee Bear brand by expanding its Grain Free Crunch and Original Crunch dog treat lines. The company introduced Peanut Butter & Banana and Beef Liver & Cheddar flavors to its Grain Free Crunch line, and a Bacon & Egg flavor to its Original Crunch line. The brand also announced reformulations for its Bearnola bites, now available in a firmer, “less crumbly” format.
Rover’s Wellness introduced a new format in August. The brand’s Freeze-Dried Bites are formulated with limited ingredients and Certified Organic broad-spectrum hemp oil to address mobility, stress relief, and overall health in dogs. According to the company, each treat contains beneficial terpenes and cannabinoids without any THC. They are also formulated with Icelandic fish oil, a source of Omega 3 and 6 fatty acids.
JAC Pet Nutrition introduced a new cat food topper in August, formulated to support digestive and microbiome health. The air-dried topper can be served on top of a regular diet or mixed with hot water for a boost of hydration. It is available in three recipes — Chicken, Salmon and Shrimp — that feature organic turmeric, quinoa, blueberries, green beans and flaxseed.
Midwestern Pet Foods’ Earthborn Holistic brand debuted its new EarthBars crunchy dog treats at SuperZoo 2022. The treats are formulated with turkey proteins, barley, pumpkin, oatmeal and sweet potatoes, as well as bone broth for extra palatability. EarthBars are packaged in fully recyclable materials per the company’s partnership with How2Recycle.
Bil-Jac Super Premium Dog Food introduced two new soft chew dog treats in mid-August. Smart-Jacs Digestive Support Treats are formulated with oatmeal, blueberries and prebiotics to support digestive, gastrointestinal and microbiome health. Smart-Jacs Skin & Coat Support Treats are formulated with linoleic acid, an Omega 6 fatty acid and sweet potatoes to help protect and nourish a dog’s skin and coat.
This new treat-or-topper product from Boss Nation Brands Inc. is formulated with probiotics, lamb and lamb tripe to support digestive health. The company is known for including millions of probiotic cultures into its dog and cat food products to support pets’ microbiomes.
Bright Planet Pet introduced its Better Bac’n plant-based dog treats in August, building on its existing line of plant-based offerings including Better Burg’r, Better Brat, and Better BBQ Chick’n. The new Better Bac’n treat is formulated with chickpea flour, brown rice, sweet potato and yeast.
This brand made its pet industry entrance at SuperZoo 2022, covering the gamut of current pet owner demands: clean-label, healthy, human-grade and plant-based treats with functional benefits. From the founders of Nut Butter Concepts, Butter Bones inaugural portfolio includes Puppy Puffs, almond squeeze treats, and supplement topper sprays, each designed to target a specific area of pet health and wellness. The company sources all protein used in its treats from California almonds to eliminate the need for animal-based ingredients.
Another new brand, O.T.I.S., entered the pet nutrition market at SuperZoo 2022 with its ethically sourced, natural wet and dry supplements and treats. The brand name stands for Overcoming Trauma, Inspiring Survivors, and the brand’s mission is to support medical dogs for children who have experienced trauma. The company currently offers Liquid Supplements, Liquid Love herbal tincture with CBD oil, Wild Things dried bison lung, Wild Things Jerky, and Soft Chews formulated with CBD.
Bow Wow Labs introduced its new Collagen Sticks at SuperZoo 2022. The chews are formulated with 100% natural beef collagen, which can support skin elasticity, joint and bone health, and deliver antioxidant support, according to the company. The treats also offer oral health benefits as a long-term chewing option.
Pet Nutrition Kitchens debuted its latest innovation at SuperZoo: Kitchen Table. The new brand offers smoked, human-grade meat snacks for dogs that contain high levels of protein sourced in the United States and smoked in the Midwest. The smoked proteins are then infused with a fruit or vegetable to provide additional nutrition.
Cultured protein company Because, Animals debuted its latest cat treat line at SuperZoo 2022. According to the company, the treats accomplish “what was previously thought to be impossible:” a high-protein cat treat formulated without any animal-based ingredients. The treats are formulated with Bmmune®, the company’s proprietary blend of nutritional yeast with high levels of protein and B vitamins, as well as fermented koji for additional gut health benefits.
Scout & Zoe’s partnered with Catazztic to launch a line of novel protein cat food toppers in August. Each topper is formulated with black soldier fly larvae (BSFL) and “nooch,” a cheesy nutritional yeast that delivers protein and supports healthy digestion. Recipes in the line include Larvae + Nooch, Salmon, Larvae + Nooch, and Lamb Lung, Larvae + Nooch.
Barkworthies introduced four new dog chews at SuperZoo 2022: Love Bone, Chicken Snapsticks, Cheeky Chews, and All-Natural All-Star Dental Chews. Like Barkworthies other products, all new chews are formulated with all-natural, fully digestible ingredients, including collagen. The Love Bone and Cheeky Chews are long-lasting options, while the Chicken Snapsticks and All-Natural All-Star Dental Chews have shorter chew times.
Pure Treats Inc. introduced its PureBites Food Topper and PureBites Broths for dogs and cats. The meal topper is grain-free and designed to be high in protein and low in carbohydrates, sodium and calories. The line includes three formulas for dogs and three for cats. PureBites Broths are formulated with four to five human-grade ingredients, available in four formulas for dogs and four for cats.
In late August, Stewart, an all-natural premium pet food and treat brand owned by BrightPet Nutrition Group, added to its Treats with Benefits line and teased the upcoming launch of a new dog treat line. Additions to its Treats with Benefits line include Healthy Gut and Healthy Hips formulas, both featuring Omega 3 fatty acids, probiotics and chondroitin. The company stated its impending dog treat launch aims to “reward dogs while supporting and enhancing their physiology.” Stewart also unveiled updated package designs for its single-ingredient freeze-dried dog treat line.
Saint Rocco’s Treats debuted its Healthy 8 line of all-natural, limited-ingredient dog treats in September. The line includes eight recipes: Meat Lover, Cheeseburger, Chicken and Sweets, Nuts and Beef, Helt’s Honey, Carnivore’s Choice (pictured above), Pepperoni Pizza, and Savory Red Meat. These jerky-style treats are formulated with human-grade ingredients and produced in small batches on a weekly basis, according to Saint Rocco’s.
“Queer Eye” stars Antoni Porowski and Jonathan Van Ness partnered with Rebecca Frechetter Rudisch to launch a premium pet food mix-in brand: Yummers. The brand offers 18 gourmet and functional meal topper recipes for dogs and cats. The Gourmet line includes freeze-dried recipes with single-source proteins, while the Functional line features added nutrients to target skin and coat, digestive and heart health. All products are grain-free and meat-first, manufactured in the United States, and packaged in post-consumer recycled (PCR) materials with sustainable printing inks.
Health Extension expanded its cat treat portfolio with the launch of its SuperBites Freeze Dried Raw Cat Treats in October. The treats are formulated with chicken, beef or salmon proteins, as well as superfoods such as coconut oil, turmeric and organic apple cider vinegar. SuperBites Freeze Dried Raw Cat Treats are free from grains, fillers, GMOs, and artificial colors and preservatives.
This new pet treat brand hit shelves in the United Kingdom in October. BONKERS, which is the second pet brand created by The ZURU Group’s Rhodes Pet Science subsidiary, offers low-calorie treats for dogs and cats. BONKERS treats are dual textured with a crunchy outer shell and a gooey center. The treats are available in five recipes for cats and three for dogs.
FreshCap, a producer of functional mushroom products, launched a line of organic, functional mushroom-based treats for dogs in October. Shroomies are formulated with seven varieties of mushrooms, as well as kelp, turmeric root, L-theanine, EPA, DHA and black pepper extract. According to FreshCap, its new treats can help support cardiovascular health, brain function, healthy joints, normal thyroid function, and can also help reduce the effects of environmental stress.
Wild Earth announced the development of its first cellular-based meat broth topper for dogs in October, marking what the company believes to be the first cell-based meat product launched in the pet food industry. The new topper, which is expected to officially launch in 2023, joins the company’s existing lineup of complete-and-balanced vegan dog food and Superfood Dog Treats.
Natoo debuted a new oven-baked dog treat in October. The Sweet Potato & Pumpkin Flavor Crunchy Biscuits are produced at Natoo’s LEED Gold certified facility in Brazil and formulated with prebiotics, fiber, antioxidants, biotin, zinc, Omega 6 fatty acids and complex carbohydrates. According to the company, the treats can support dental, digestive, immune, and skin and coat health.
Tonisity expanded its DoggyRade portfolio with the launch of DoggyRade Chewies, a line of functional prebiotic chews to support immune and intestinal health in dogs. DoggyRade Chewies feature fiber, prebiotics, antioxidants, healthy fats, vitamins and superfoods, as well as phytochemicals that can help protect against cellular damage, according to the company. The chews are low in fat and free from GMOs, grains, or artificial colors, flavors and preservatives.
Zesty Paws made its first foray into the dental pet chew category with its new All-In-One Functional Dental Bones™ in November. The dental chews are formulated with EpiCor® Pets, a functional ingredient blend by Cargill, as well as sweet potato flour, turmeric and cinnamon. The chews are available in small, medium and large sizes to support oral, gum, joint, immune, and skin and coat health in dogs, according to the company.
Maui Nui Venison introduced its Venison Pet Topper in November, formulated with wild-harvested venison from Hawaiian Axis deer, an invasive species in Hawaii. The topper also includes green tripe, liver, heart, kidney, spleen, trachea, esophagus, lung, tendon and bone dust.
Durable pet product brand SodaPup introduced a line of flavored peanut butters for dogs in November, which complement the company’s range of enrichment products and durable pet care items. The company set out to develop a peanut butter line with all the benefits of regular peanut butter — protein, healthy fats, antioxidants, manganese and vitamin E — without additives found in peanut butter for humans. The line includes four recipes: PB and Honey, PB Berries and Honey, PB Apples and Honey, and PB Pumpkin and Honey.
Steve’s Real Food partnered with Gussy’s Gut to develop its Protein Bites line of freeze-dried raw pet treats. The Protein Bites contain 80% animal meat and 20% fermented organic superfoods. They are created using a “wild fermentation” method, which, according to Steve’s Real Food, provides for a more diverse range of probiotics in the treats.
Tender & True launched its first plant-based dog treat line, which is also its first to include upcycled ingredients certified by the Upcycled Food Association. The name for the line, PB+, plays on the inclusion of 100% plant-based ingredients and natural peanut butter flavors. The line includes three formulas: PB+ Honey Recipe, PB+ Berries Recipe and PB+ Banana Recipe. Each recipe is nut-free and low in fat and calories, and includes various whole fruit and vegetable ingredients.
Himalayan Pet Supply, a member of Primal Pet Food Group, introduced its Unhide long-lasting dog chews in December. The Unhide chews are formulated with all-natural cheese, antler powder and vinegar, and have been proven to be easily digestible through studies conducted through Oklahoma State University’s Biosystem & Agricultural Engineering Lab. Himalayan Pet Supply opened a new state-of-the-art production facility in Arlington, Wash., to support the production of this new line and its other pet chew products.
Bond Vet and Polkadog partnered to launch a puppy training treat — Lucky Puppy — in December. The new limited-ingredient treats were developed with help from veterinarians and made in the United States with natural ingredients. The treats come in bits, made specifically for a puppy’s small mouth and in a smaller format than Bond Vet’s Lucky Dog strips treats.
As well as offering equipment testing, the center provides processors with engineering and product R&D expertise.