New pet food, treat and supplement products introduced between July and December 2021.
As we enter 2022, the pet food and treat industry is poised to see continued growth fueled by mergers and acquisitions, investments and, of course, new product innovations. Flip through this slideshow for a recap of new product announcements from the last six months of 2021.
This Mars Petcare brand has entered the fresh pet food category in December with its new CESAR FRESH CHEF™ refrigerated cut-and-serve dog food rolls. They are formulated with only human-grade ingredients and will be sold exclusively through Walmart in CESAR-branded refrigerators.
In early September, Freshpet announced the launch of Spring & Sprout, its first 100% vegetarian dog food line. These new diets, formulated with plant-based proteins, cage-free eggs, fruits and vegetables, will debut at more than 900 Petco stores across the United States before rolling out to other retail locations in 2022.
This Mars Petcare brand, well known for its dental treats and pill pockets, launched a line of Dog Supplements targeting mobility, immune system support, and skin and coat health in October. Each formula features functional ingredients to target three common areas of concern for canine health.
Since first introducing its breakthrough allergen-reducing cat food formula in February 2020, Purina has been expanding the line to include additional formulations and age-specific options. The portfolio now includes seven formulas — Adult Chicken & Rice, Adult Salmon & Rice, Adult Sensitive Skin & Stomach Turkey & Oatmeal, Adult Indoor Turkey & Rice, Adult Weight Management, Adult Indoor, Adult 7+ Prime Plus and Kitten Chicken & Rice.
In August, Natural Balance announced plans to launch two new pet specialty-exclusive dog food products by the end of the year, effectively expanding its product assortment to include freeze-dried and shelf-stable fresh formulas. The first of these new products, Freeze-Dried Raw diets, are available in two complete-and-balanced, minimally processed recipes that are packed with single-source protein. They are also formulated with a blend of Omega 3 and 6 fatty acids to support skin and coat health.
Natural Balance’s new shelf-stable fresh dog foods, Platefulls Pouches, feature fresh ingredients gently cooked in bone broth for added palatability. With this new offering, the company hopes to bring a convenient fresh option to brick-and-mortar retailers in response to the flood of online brands bypassing retailers to offer these types of products directly to pet owners.
Ending the year on a positive note, NutriSource Pet Foods announced Dec. 30 the launch of its first three meal topper products for dogs, with formulations “inspired by kombucha.” The line, aptly named Come-pooch-a™, features three recipes of savory bone broths that include postbiotics to support hydration and digestion.
In late October, Champion Petfoods, Inc. introduced a new dry cat food line under its ORIJEN® brand. ORIJEN GUARDIAN 8™ is designed to provide functional health benefits while relying less on formula supplementation. According to the company, the GUARDIAN 8 formula includes fewer supplements compared to the top 20 leading dry cat food brands, on average.
Around the same time it introduced its new Guardian 8 cat food formula, Champion Petfoods, Inc. also launched ORIJEN High Protein Biscuits, a new line of dog treats featuring 90% protein from fresh or raw animal ingredients. The line includes four formulas: Original, Regional Red, Puppy, and Fit & Trim.
In early November, The Honest Kitchen introduced a robust new portfolio of human-grade cat foods, treats, meal toppers and supplements. Formats include complete-and-balanced dehydrated, dry and wet diets, high-protein treats and toppers, wet toppers, and a goat milk hydration booster supplement.
Instinct Pet Food debuted its latest raw-alternative line in July: Instinct Raw Longevity. The line includes recipes for puppies and kittens, adult pets and senior dogs and cats, in several formats such as frozen raw bites and patties, freeze-dried raw bites, and a mixture of 20% freeze-dried raw and 80% kibble. Each recipe in the line is formulated to support heart, immune system, gut, and skin and coat health.
This fall, Jiminy’s launched a new insect protein-based dog treat, Nooch Puffs, formulated with crickets and nutritional yeast. Other ingredients in these crunchy puffed treats include corn meal, lentil, fava bean, rice flour and sunflower oil.
In mid-December, Clif Bar & Company became the latest human food company to enter the pet market with its new brand, CLIF Pet™. The launch of CLIF Pet includes three plant-based jerky dog treats made with plant protein and limited ingredient lists.
After years of cultured meat research and product development, Because, Animals announced mid-August it has completed its first 100% cultured meat cat treat, Harmless Hunt™ Mouse Cookies for Cats. The company, founded in 2016, has been teasing this new product — now available for preorder — since 2019.
In July, Lord Jameson added a Large Breed Collection to its lineup of organic, handcrafted dog treats. The company will now offer three existing treat formulas — Celebration Bash, Savory Sweet and Blue Bliss — in larger bites designed specifically for larger breeds.
In June, Tyson Pet Products launched its first complete-and-balanced dog food portfolio, True Meals™. The company highlighted nutrition, taste and texture as the key selling points for these formulas. These new dog food formulas are exclusively available at Petco’s brick-and-mortar stores and e-commerce platform.
In early December, Tiki Pets announced the latest addition to its growing cat food portfolio. Tiki Cat Essentials is the brand’s newest line of dry cat diets, formulated with 36% animal-based protein and functional ingredients to support total wellness.
Tiki Pets launched a kitten-specific product line in September: Tiki Cat Baby™. Products in this line are formulated specifically for kittens from birth to 12 months. The first Tiki Cat Baby product is a supplement designed specifically for underweight kittens.
To support the aging cat population, Tiki Pets® also introduced a line of senior-specific wet cat food formulas, designed for felines ages 11 and up. Tiki Cat Silver includes three protein-focused wet cat food formulas in broth. According to Tiki Pets, adding protein to a senior cat’s diet can support weight and muscle maintenance, as well as immune system health.
Merrick Pet Care launched a new grain-inclusive dry dog food line, featuring kibble bits coated in freeze-dried raw protein. The line includes four formulas: three for adult dogs with chicken, beef and salmon proteins, and one for puppies.
In mid-July, Bramble Pets announced the launch of its plant-based, direct-to-consumer fresh dog food in the northeastern United States. Formulated by board-certified veterinary nutritionists, the two dog food recipes ― The Cowbell and The Roost ― are gently cooked and include pea protein and other nutrient-dense ingredients such as carrots, apples, blueberries and sweet potatoes.
In August, Target debuted its private-label pet food line in stores and online. The leading general merchandise retailer now sells more than 50 dry and wet dog and cat diets, pet treats and meal topper products. Kindfull expands upon Target’s existing pet product portfolio, which includes Boots & Barkley, the retailer’s owned brand of pet accessories and apparel.
Exclusive Pet Food, which offers several dry pet food and treat brands owned and operated by Land O’Lakes, launched a functional dog treat line in late October. The new line, Exclusive Comfort Care™, includes three baked recipes formulated to support digestive health.
After surveying its customers and finding that 87% are willing to try a plant-based dog food, European pet food brand Edgard & Cooper has introduced two new plant-focused formulas containing no animal meats. The two plant-based formulas — Crispy Carrot & Courgette and Beetroot & Pumpkin — contain fresh vegetables that provide all 10 essential amino acids through potato, rice and peas.
In August, Midwestern Pet Foods officially launched its new Ultimates Food for Dogs & Puppies, a line of complete-and-balanced, antioxidant-rich formulas. The diets include high-quality meats and whole grains to support palatability, nutrition and overall health. The line also features two Sensitive Skin & Stomach formulas with lamb and salmon proteins.
In July, Midwestern Pet Foods launched Wholesomes Rewards, a new line of dry dog treats featuring several crunchy, oven-baked biscuits. The line includes both Classic formulas and Gourmet formulas.
In the last half of 2021, DoggyRade and KittyRade entered the pet nutrition market just as pet owners become more aware of the importance of hydration. The two pet beverage brands are designed to be low-calorie, energy-boosting and rehydrating solutions for dogs and cats.
Hike Again Remedies launched in the Canadian marketplace in the last half of the year as a direct-to-consumer company offering veterinary health supplements geared toward adult and senior dogs. The company’s e-commerce platform is now live for pet owners in Canada and in the United States.
Yora Pet Foods has entered the sustainable cat food market in the United Kingdom with the launch of its first-ever complete-and-balanced formula featuring insect protein. According to the company, this product contains “the highest insect content of any cat food on the market” today at 62.5%.
Cloud Star, a Whitebridge Pet Brands company, recently introduced a new dog treat under its Wag More Bark Less® brand this fall. The new MEAT CRAVERS™ Oven Baked Biscuits combine real meat and jerky pieces in a crunchy biscuit treat. These hybrid treats offer 20% protein and, because they are baked, are shelf stable.
Dogswell, one of many pet care companies owned by Whitebridge Pet Brands, announced the addition of a new functional, jerky-style pet treat to its portfolio in October. Dogswell Gut Health Jerky is formulated with New Zealand-sourced lamb, as well as pumpkin, ginger and live probiotics to support digestion.
In September, Boss Nation Brands announced the addition of freeze-dried raw diets to its Boss Cat® portfolio. Like all Boss Nation products, its new Freeze-Dried Raw Diet for Cats is infused with 500 million probiotics per cup to support digestive health. It comes in two protein options — chicken or turkey — and is also fortified with DHA and taurine, the company stated.
Tailored Pet launched a new line of meat treats for dogs in October, including formulas designed for puppies, adult dogs and senior dogs. The treats are natural, grain-free, heart-shaped soft chews each formulated with real chicken or beef as the No. 1 ingredient. Each formula includes functional ingredients targeting specific wellness support for different life stages.
In August, WellPet, LLC — now to be known as Wellness Pet Company starting in early 2022 — shared several new pet food and treat products launching now and in 2022, including formulations specifically for puppies, kittens and senior pets. One of these launches was Wellness Complete Health wet diets for kittens, formulated with high-quality protein, DHA and taurine to support brain and eye development and overall growth.
The second new product teased by WellPet (soon-to-be Wellness Pet Company) in August is WHIMZEES Value Packs assorted dental treats for dogs. The brand’s classic brushzees® toothbrush-shaped dental treats, as well as its stix and alligator shapes, are all included.
In mid-September, Mid America Pet Food expanded its VICTOR Super Premium Pet Food portfolio to include three new dry cat food formulations, each addressing specific preferences and nutritional needs. The brand has added Hi-Pro Plus — a spinoff of one of its top-performing dog food formulas — Healthy Skin & Coat kibble and Fit Feline™, a weight management solution.
Dr. Marty introduced a new line of freeze-dried, functional and veterinarian-formulated dog treats in late August: Better Life Bites™ Wellness Treats. The brand struck an exclusive distribution deal with Phillips Pet Food and Supplies to bring these new treats to independent pet retailers across the United States.
In November, Dr. Marty Pets also expanded its Nature’s Feast® freeze-dried cat food line to include two new Essential Wellness formulas. The new diets will be distributed to pet specialty stores across the United States through a partnership with Phillips Pet Food & Supplies.
Pure Treats Inc., the maker of freeze-dried PureBites dog and cat treats, added PureBites Gently Air Dried Cod Skin jerky treats to the mix in October. These dehydrated jerky bites are made with a single, human-grade ingredient: wild-caught cod skin.
In November, Pure Treats Inc. launched a brand-new SKU, PureBites+ Squeezables wet treats for dogs and cats. Squeezables come in flexible pouches, are formulated with limited ingredients, and intended for use as a meal topper or a functional treat.
Austin and Kat launched its first non-CBD pet supplement product in mid-July. The two functional meal toppers for dogs — Bakko’s Joint Support and Daily Joint Support — are designed to provide joint support. Both recipes are formulated with extract from sustainably sourced, aqua-cultured New Zealand green lipped mussels as the main ingredient, which delivers a concentrated supply of furan fatty acids.
Bocce’s Bakery debuted Grazers, a new line of limited-ingredient jerky dog treats, in August. Bocce’s Grazers are available in three formulas — Beef & Carrot, Chicken & Pumpkin, and Turkey & Sweet Potato — each featuring US-raised beef, chicken or turkey and just four other ingredients.
This fall, Butternut Box, a direct-to-consumer fresh dog food company based in the United Kingdom and distributing throughout Europe, recently launched two new dehydrated dog treat products to complement its existing Naturally Tasty portfolio. The new treats, Turkey Tenders and Chicken Tenders, feature 58 calories per treat, 90% animal meat ingredients, and berries.
On the first of December, pet supplement brand Zesty Paws introduced Pill Wrap Probiotic Paste, available exclusively through Chewy.com through May 2022. The product is designed to help dog owners administer medications and pills with ease, while also providing functional probiotics to support gut and immune system health.
Fromm Family Foods introduced its latest complete-and-balanced dog food formula: Four-Star Nutritionals Trout & Whitefish Recipe, which officially hit store shelves in August. The new recipe is the company’s first to include Miscanthus grass, an emerging ingredient in the pet food category serving as a key, sustainable source of insoluble fiber.
In late September, Benebone launched its newest dog chew design, the Fishbone, flavored with real Jack Salmon. The company stated this new chew is “inspired by the protein of the sea.” This new treat joins the company’s existing portfolio of injection-molded dog chews in various shapes, sizes and flavors.
Also in September, Dr. Elsey’s introduced three cleanprotein™ cat food formulas. The formulas are intended to include protein levels “found in a cat’s natural prey,” according to the brand. The cleanprotein line includes a Duck Recipe, Rabbit Recipe and Turkey Recipe, each incorporating more than 90% protein from animal-based meat or fish sources.
Neo Bites, an Austin-based pet food startup working with insect protein, launched its first functional meal topper line in December. Formulations target specific health and wellness concerns in dogs, and all recipes are hypoallergenic and include whole-food superfoods, according to the company.
Pure Pheasant, a relatively new pet food and treat brand created by MacFarlane Pheasants Inc. in January, recently added frozen raw pheasant pet chews to its existing line of raw prey diets and freeze-dried treats. The line features single-ingredient frozen raw chews from pheasant byproducts including heads, necks and feet.
Made by Nacho, a brand of cat foods launched by Bobby Flay in April, has expanded its wet diets. The brand launched new flavors and textures of its cat food formulas, now formulated with bone broth and optimized for hydration.
In August, Tails.com, a UK-based online premium pet nutrition brand owned by Nestlé Purina PetCare, introduced a new line of premium wet dog foods, including hypoallergenic and puppy-specific diets.
In July, Treatibles announced plans to expand its extra strength portfolio, adding Hard Chews for Dogs with 10 mgs of CBD, Soft Chewables for Dogs with 7 mgs of CBD, and Soft Chewables for Cats with 3 mgs of CBD. The company went on to exhibit these new products at SuperZoo 2021 in August.
Also debuted at SuperZoo, Treatibles expanded its pet supplement portfolio to include its first-ever non-CBD products, debuting at SuperZoo 2021. The products — Probiotic Soft Chewables for dogs and Mobility Pill Wrap Chewables for dogs and cats — still offer functional health benefits (“Happy Tummy” and “Happy Joints”) and carry the seal of approval from the National Animal Supplement Council (NASC), but do not contain hemp-derived CBD ingredients.
In mid-July, Nature’s Advantage, the latest freeze-dried pet nutrition brand by Carnivore Meat Company, announced the launch of Lovin’ Beef Liver freeze-dried dog treats. They complement the brand’s existing line of freeze-dried dog treats, which include other beef and beef liver recipes as well as chicken hearts, minnows, salmon, rabbit and turkey proteins.
Earlier this year, Dog is Good introduced BOLO Bites, a line of oven-baked dog treats from human-grade ingredients, and BOLO Broth, a line of meal toppers or broth supplements. Each line includes three recipes with ingredients targeting specific areas of canine health and wellness.
Pawstruck, an all-natural dog treat and chew brand, launched a new line of Beef Collagen Sticks as a rawhide alternative option for dogs in August. The collagen chews are single-ingredient, high in protein and low in fat, made from beef skin packed with naturally occurring collagen.
Later in the year, Pawstruck added a new natural dog chew to its growing portfolio: Monster Pig Ears. The products are slow-baked and puffed to provide a crunchy, airy treat for dogs. They are made with pure pork and are up to four-times as big as regular pig ear pet treats, according to the company.
Vital Pet Life launched its latest Mobility Daily Joint Supplement product, a functional powder supporting joint health in dogs and cats. The product is formulated with Vital Pet Life’s proprietary blend of four ingredients: New Zealand green-lipped mussels, krill pristine extract, organic flaxseed and alfalfa protein.
Century Pacific Food, Inc., a leading food producer based in the Philippines, is moving into the pet food space with its latest brand, Goodest. The new brand’s first few products, introduced in October, include a range of cat food designed with price point and essential nutrition in mind.
Pet Botanics has further expanded its Training Rewards™ line, now including Jerky Bites made in the United States. These soft, chewy training treats feature chicken as the No. 1 ingredient.
Pet Botanics also added a freeze-dried, single-ingredient training treat for dogs to its portfolio this year. Freeze Dried Training Rewards™ are formulated with real beef liver and do not contain BHA, BHT or artificial ingredients.
At SuperZoo 2021 in August, Snif-Snax launched three new limited-ingredient, “chef-inspired” dog treats incorporating premium seafood ingredients. The company’s new Scottish Salmon Jerky and Baked Salmon Skins are both formulated with antibiotic-free Atlantic salmon sourced from Scotland. New Tuna Bites feature line-caught, low-mercury tuna sourced from Indonesia.
Earlier this year, HAPPYBOND partnered with rē•spin, a health and wellness platform founded by Halle Berry, to launch a line of functional elixir supplements for pets. The Shine On formula includes high concentrations of vitamin E and fatty acids to support skin and coat health. The Tum Tamer formula targets gut health and digestive issues, and the Be Well Elixir is designed to support immune system strength.
Raw Dog LLC has launched a line of natural dog chews to be sold exclusively through pet specialty retailers. The single-ingredient chews are 100% natural. The range includes bully sticks, pork bones, beef bones, beef chews, pork chews and collagen chews.
Marcoot® Jersey Creamery, a seventh-generation dairy farming family, launched Dog-O’s™ Cheesy Chompers™ in late July. The company’s first foray into the pet food and treat industry are sourced, produced and packaged daily on the Marcoot family farm in Greenville, Illinois. The dog treats feature 100% cheese, hardened and shaped into crunchy “O” shapes.
In late October, Charlotte’s Web introduced a new full-spectrum hemp extract treat targeting dogs with skin and allergy concerns. The company’s Skin Health & Allergy Support Chews are formulated to support sensitive skin and seasonal allergies.
Bow Wow Labs, Inc. (BWL) introduced a Natural Chew Starter Kit, filled with three single-ingredient chew products designed for dogs of all ages, breeds and levels of chew enthusiasm. The Starter Kit includes two 6-in braided esophagus chews, two 6-inch esophagus flat chews, and a 4-oz pork lung chew.
In late August, Bully Max launched Pro Series dog food, a 100% all-natural meat formulation designed specifically for performance dogs. The diet is formulated to be “calorie-dense,” featuring 31% protein and 25% fat at 600 calories per cup. Later in December, the company introduced Puppy Chews, a soft-chew supplement for growing dogs formulated with colostrum, mushrooms and probiotics to support immunity and gut health.
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