You may sometimes hear or read that innovation in pet food is lagging behind, that many new pet foods or treats being launched are just line extensions or the same as everything else on the market. In fact, I shared feelings about it.
However, I think in today’s environment, change must and takes many forms. We will no doubt see some instances of this at upcoming pet trade shows such as Global Pet Expo 2024, March 20-22, in Orlando, Florida, USA, and Interzoo 2024, May 7-10, in Nuremberg, Germany. (And later this year, the SuperZoo in Las Vegas.)
But even before those events, when many pet food and treat brands are planning their new product introductions, several recent announcements highlight innovation and its many forms, including in research, delivery methods , new market players and more.
Human-food-inspired dog treats, new delivery options
In terms of new products, Bark, the company behind the BarkBox dog treat subscription service, has launched a Snack Pack inspired by breakfast cereals for humans. Treat products play off the names of iconic, if sweet, cereal brands — Frosted Socks, Toot Loops, Lucky Duckies — and sweeten the offering (sorry, pun intended) with plush dog toys and QR code on packaging that leads owners to interactive experiences.
(It is purely coincidental, but interesting, that the launch happened at the same time as the CEO of leading cereal company WK Kellogg caused a controversy by suggesting that people struggling with higher food prices would should eat cereal for dinner. For Bark’s sake, let’s hope those who take issue with the suggestion and who are also dog owners don’t transfer their reactions to their dogs’ foods.)
Also in the subscription services category, one that aims to deliver meat and seafood on a regular basis for human consumption has announced its entry into pet food: ButcherBox, a direct-to-consumer brand -to-consumer, has launched ButcherBox for Pets, offering dry food plus treats and supplements for dogs. The company says 60% of its former meat/seafood customers have dogs, and it’s already offering them dog treats supplements, worth US$750,000 in sales by 2023. That success has prompted to the company developing a full line of dog foods. and this separate brand.
And finally, in terms of pet food and product delivery, DoorDash and Pet Supplies Plus, a pet retail franchise chain with 720 locations in the US, are partnering to offer on-demand delivery of ” pet essentials” to pet owners. It builds on DoorDash’s previous partnerships with Petco, PetSmart and Independent Pet Partners, following the launch of its own pet vertical in 2020, which has grown to include more than 400,000 pet products, the company said.
New research may provide new options for pet treat, food developers
Another area of innovation involves research into novel ingredients: Those that have been around for at least a few years now, but new studies indicate new uses or benefits for the ingredients. For example, Protix, which supplies black soldier fly larvae (BSFL) insect protein to the pet and human food industry, released a study showing a positive effect on the oral health of dogs from BSFL, including a reduction in doggy breath (halitosis).
CBD in pet treats and supplements is also getting more research focus. In the most recent study, conducted by the National Animal Supplement Council, hemp-derived cannabinoids were shown to be safe for long-term use in healthy dogs. That follows a separate study from Hill’s Pet Nutrition and Colorado State University indicating similar results for CBD supplements for dogs.
All of these announcements come in just the first quarter of 2024 and represent just the tip of the iceberg of similar studies, developments and partnerships — already in place and likely to come next year and more. They serve as a welcome reminder that pet food innovation can happen in all kinds of places and ways.
