Today’s pet treats, toppers and supplements are all seeking to enhance a pet’s existing complete-and-balanced diet, providing additional enrichment and targeting specific areas of pet health. 

To help pet parents celebrate Valentine’s Day with their beloved furry companions, Blue Buffalo introduced this special-edition dog treat product. BLUE Bits Chicken Recipe treats are semi-moist snacks formulated with real US-sourced chicken as the first ingredient, oatmeal, brown rice, potatoes and pea protein, as well as flaxseed and fish oil to deliver Omega 3 and 6 fatty acids, and oil of rosemary to enhance palatability.

Wellness Pet Company launched its first-ever dental treat for cats early in the year. WHIMZEES Natural Dental Treats for cats are designed to address four aspects of oral health: breath, plaque, tartar and gums. The treats consist of a crunchy, porous texture that supports mechanical abrasion as cats chew them, allowing their teeth to sink into each treat for cleaning.

LFG Products partnered with Paramount Consumer Products to launch this new dog treat brand inspired by Paramount’s TV show “Yellowstone.” The brand offers premium, certified organic protein treats formulated with beef from humanely raised cattle to provide canines a “wild and authentic” treating experience. 

This dental treat line for dogs by Stella & Chewy’s serves as a fun and engaging treat that has been clinically proven to help support oral health in dogs. The functional treats are designed to roll and flip and consist of a ridge and nub texture to help with flossing and scraping. They are formulated with peppermint and parsley flakes to freshen breath and cage-free, freeze-dried chicken to provide flavor.

Also following the oral health trend, Antelope Pets’ Ark Naturals brand unleashed its new Kiss Me-ow line of cat dental treats. Designed to promote oral health and overall wellbeing, the treat line offers three products: Cleaning Crunchy Chews, which help clean teeth and fresh breath; Strengthening Crunchy Chews, which include a toothpaste center; and Lickable Dental Treats, wet treats that contain oral health promoting ingredients as well as taurine and Omega fatty acids for further health support. 

Blue Buffalo’s BLUE Dental Chews are made with natural ingredients and tout a patented design that features 50 ridges and grooves to help clean teeth, support gum health and freshen breath. The chews are available in three sizes: small, medium and large, and are formulated with a natural spearmint flavor.

In February, Natoo, a pet treat and topper brand by PremieRpet, added a new flavor to its Crunchy Biscuits dog treat line. The Oats, Banana and Honey Crunchy Biscuits are oven-baked and formulated to support specific health needs in dogs. The treats are formulated with zinc, biotin and complex carbohydrates to support skin and coat health and energy levels, as well as antioxidants for immunity and prebiotics and fiber sources to support digestion.

This new human-grade dog treat represents Australis Aquaculture LLC’s first foray into pet nutrition under The Better Fish® brand. The treats are hand-rolled and air-dried fish skins from ocean-farmed Barramundi that would otherwise go to waste, offering dogs a healthy snack with nutritional and environmental benefits. The treats are packed with Omega 3 fatty acids to support agility, dental, joint, cardiovascular and vision health. 

BARK’s new Snack Pack dog treat collection is inspired by popular breakfast cereals of the 80s and 90s. The line includes several varieties spanning meat- and allergy-friendly formulas and crunchy and soft-chew textures. All recipes are free from corn, soy and artificial preservatives, according to BARK.

These ultra-humanized treats by Perdue Farms’ Full Moon brand aim to provide dogs “the deli experience they deserve.” Artisanal Sausage Slices, available in Chicken Apple and Turkey Cranberry recipes, are formulated with fruits and vegetables that provide antioxidants, as well as premium animal proteins, all of which are 100% human-grade and sourced from USDA-approved family farms. 

During Natural Products Expo West in March, trace mineral and liquid magnesium brand Trace showcased three supplement products for pets: Pet Immune Support, formulated to promote immune health; Pet Joint Support, formulated to promote mobility, joint health and balanced recovery for active dogs; and Pet Omega 3, formulated to provide additional essential fatty acids. 

W.F. Young’s new Honest to Goodness Plant Snacks is a line of functional, plant-based dog treats. The treats are formulated with fruits, vegetables and advanced nutrients, as well as functional ingredients to support specific bodily systems. The line includes Happy Feet, targeting mobility; Mellow Belly, targeting digestive health; Way to Glow, targeting skin and coat health; Golden Years; targeting overall health in senior dogs; Good Vibes, promoting relaxation; and Buddy Boost, targeting immune health. 

Go! Solutions Benefit Chews are soft and chewy treats available in four varieties, targeting specific health concerns: Digestion + Gut Health Salmon, Sensitivities Limited Ingredient Salmon, Skin + Coat Care Lamb, and Weight Management + Joint Care Chicken.

PetIQ expanded its Minties dental dog treat line to include products specifically designed for large dogs. The treats are formulated with alfalfa, peppermint, parsley, fennel and dill to freshen breath, and include bumps and divots to help with abrasion. The large-sized dental treats are intended for dogs weighing over 50 lbs. 

This new bone broth formula by Furvor aims to support muscle and joint health in dogs with mobility issues. Formulated with human-grade, all-natural ingredients including proteins, collagen, amino acids, fats, vitamins and minerals, the broth can also help support overall health and wellness and optimize hydration. 

Seeking to provide felines with a “distinctive dining experience,” VAFO Group’s Brit brand introduced Brit Care Cat RAW Treats. The premium treats are available in five varieties: Kitten, Urinary, Hair & Skin, Indoor & Antistress, and Sensitive, targeting an array of specific health conditions and lifestyles.

During Global Pet Expo, Fera Pets, Inc. teased its new natural, holistic powdered supplements for pets. Collagen Plus is formulated with collagen and can help support joint, skin and gut health, as well as strong bones and muscles. Postbiotics Plus lasers in on the microbiome, supporting a healthy intestinal tract, immune system, digestive function and inflammatory response. Whole Food Multivitamin is a blend of fruits, vegetables and organ meats, aiming to provide additional nutrients to a pet’s existing diet.

Pet care brand NPIC’s new Flossta by N-Bone is a dental chew for dogs. The chew was designed with a floss-like form factor to help clean teeth and gums in hard-to-reach places, according to the company. It is formulated with natural herbs, like parsley and fennel, to freshen breath, and is available in chicken, beef liver and mint flavors to entice consumption. 

This new Freeze-Dried Raw Quail Snack expands upon Vital Essentials’ Raw Bar line. The treat is a whole quail formulated with high-quality protein, B vitamins and Omega 3 fatty acids. Freeze-Dried Raw Bar Quail Snacks offer various health benefits to support overall health and vitality in dogs.

Pet Releaf debuted its first non-hemp products for dogs and cats: Postbiotic and Fish-Free Omega 3 oil. Both supplements are formulated with sustainably sourced ingredients, which are all plant-based. The Fish-Free Omega 3 supplement is a highly concentrated alternative to fish oil, delivering Omega 3 fatty acids to pets through the use of algae.

NaturVet’s new Breed Specific Soft Chews are supplements, offering health and wellness support to five specific dog breed categories: Toy/Small, Bully, Sport/Working, Doodle and Giant. Each supplement is formulated with a blend of wholesome ingredients and antioxidants, targeting common challenges experienced by each breed, like joint, allergy, immune, heart, gut, anxiety and dental health. 

Central Garden & Pet’s Paw Love brand introduced a new line of premium, natural dog chews called Simply Smoked. The line features five varieties of hickory-smoked chews intended to give dogs and their owners a meaty treating experience. The chews are “smoked low and slow” in small batches and are formulated with all-natural ingredients. 

CV Sciences’ new CBD Chew line for pets — +PlusCBD Pet — is designed to support wellness in canines by leveraging CBD to target common health issues. The line includes two formulas: Hip and Joint Health Chews and Calming Care Chews. The chews are formulated with organic hemp, antioxidants, anti-inflammatory ingredients and other functional ingredients.  

Campfire Treats expanded its animal-welfare certified dogs treats with the addition of its Beef Jerky and Hearty Bites products. Both the treats are made with responsibly sourced proteins and are certified humane. 

New omnichannel brand Cave Pets launched by introducing a line of premium supplements designed to support overall health in dogs of all life stages. The supplements include three lines: Chomps + Treats, Blend Powders and Mushroom Powders, all of which utilize regenerative, organic farmed ingredients, as well as functional foods. The brand’s products rare all Regenerative Organic Certified® (ROC).

These new dog treats represent Petcube’s first non-tech pet care innovation. POPS tout a limited list of human-grade ingredients, with a particular focus on delivering vitamins E and C in each formula. The treats are less than 2 kcal each and are designed to integrate with Petcube’s existing treat dispenser technologies. 

Gut-focused dog wellness company Get Joy introduced a new line of supplement products targeting gut health and digestion, joint and mobility support, and stress and anxiety management in pets. Calm+ promotes brain functional and healthy stress responses, Gut+ targets inflammation and the microbiome, and Joint+ offers cartilage, joint tissue and inflammation support.

Dog wellness brand WagWell entered a new segment with the launch of its new Freeze-Dried Treats. The new products add to the brand’s existing lineup of dog supplements touting Ahiflower Omega Oil. Freeze-Dried Treats are available in two varieties: Beef and Cheese. 

Woof’s new Wellness Pops seek to “reimagine” the way dogs access nutrition, pairing functional health benefits with long-lasting stimulation. The line includes four varieties: Joint Health, Allergy Support, Calming Support and All-in-1 Nutrition, all of which are meant to be used in tandem with the brand’s Pupsicle enrichment dog toy. 

Aiming to bring humanization up a notch, Milk-Bone partnered with Dunkin to launch a limited-edition dog biscuit. The treat is dipped and drizzled in a vanilla yogurt flavored coating, topped with sprinkles, and complete with a hole in the middle, reminiscent of a donut.

To create this new animal-free, microbial protein dog treat, VEGDOG partnered with MicroHarvest. VEGDOG Pure Bites Snack pairs sustainable protein with potato and apple pomace, creating a hypoallergenic offering. According to VEGDOG, the treat is particularly suitable for dogs with sensitivities to conventional protein sources. Additionally, due to the microbial protein, the treat touts high palatability and digestibility in canines.

This new treat by Dr. Clauder’s is made with FeedKind, a fermented protein ingredient by Calysta. The treat is vegetarian and non-GMO and offers a complete amino acid profile, according to Dr. Clauder’s. Pictured here is Herman Sloot (left), vice president of commercial development for Calysta, and Alexander Gerards (right), managing partner at Dr. Clauder’s, showcasing the new product at Interzoo 2024.

Scout & Zoe’s new dog treats seek to provide pets with alternatives to traditional proteins as each new treat is formulated with a novel protein. “Super Fly” is made with black soldier fly larvae, Carp Bubblers is formulated with Asian Carp and the Kangaroo treats are made with sustainably sourced kangaroo from Australia.

Mars Pet Nutrition’s NUTRO brand expanded its Crunchy Treat line to include a new With Real Apple flavor. The new treat contains whole brown rice, oatmeal, chicken meal, cane molasses, dried apple, sunflower oil, mixed tocopherols and rosemary extract. This ingredient matrix is designed to deliver minerals and trace nutrients while also providing dogs with a tasty treating experience.

Ollie and Van Leeuwen Ice Cream debuted a new doggy ice cream product. The treat mixes “sweet and salty,” featuring dog-safe peanut butter swirled in a non-diary banana ice cream. 

In May, VAFO Group’s CARNILOVE brand launched a new dog treat portfolio, providing high-protein, freeze-dried treats. The Freeze-Dried Meat Treats pair two different proteins, offering a high meat content of at least 94%. The line includes Duck & Chicken, Salmon & Turkey, and Turkey & Game.

Meowijuana, a brand by SmarterPaw that specializes in catnip blends and interactive cat toys, relaunched its award-winning Crunchie Munchie™ Cat Treats. The relaunched treats consist of a crunchy texture and are formulated with twice the amount of catnip compared to the original treats. Crunchie Munchie Cat Treats are available in two recipes: Seafood Medley and Chicken.  

Natural Farm Pet’s new Beef Cheek Rolls and Bully Cheek Rings aim to serve as a “delightful addition” to dogs’ nutrition routine. The chews are made from grass-fed, free-range cattle in Brazil and packed with protein and essential nutrients, supporting skin, coat, joint and muscle health. The air-dried chews are produced at Natural Farm’s human-grade facility.