David Brown will serve on Happy Howl’s leadership team as the startup works to achieve its business goals.

The company has rebranded and refreshed its logo and packaging and has also launched two new dog food formulas.

New formats, novel ingredients and functionality continue to steer innovation in the pet nutrition market.

The pet food and treat manufacturer is expanding its product selection in the plant-based, wet cat food, fresh and function categories.

Two recent funding rounds will support the company as it advances R&D and introduces new products.

The company’s 20-lb bulk boxes will officially launch at the end of March, following a showcase at Global Pet Expo.

Show organizers expect roughly 700 new products in this year’s New Product Showcase, including new pet foods and treats.

The pet food company’s brand Vital Essentials® will act as the show’s “Official Pet Food” and sponsor.

A Pup Above has reformulated its dog food to include fresh bone broth, which the company will unveil at Global Pet Expo.