Overnight success stories can often sprout up from the new pet treat market, so it’s important to keep abreast of the most novel, on-trend treats being introduced to the marketplace.
On March 8, 2013

Update: Pet treat market round-up

From low-calorie cat treats to chia-fueled nutraceutical dog snacks, the pet treat market is full of unique ideas and passionate marketing

The pet treat market is often the place where bold marketing strategies, experimental blends of ingredients and clever packaging first meet the rest of the petfood and pet care sectors. Petfood lines, loyal customers and overnight success stories can also sprout up from this fertile ground, so it’s important to keep abreast of the most novel, on-trend treats being introduced to the marketplace.

Lincoln Bark recently released  their Treat Smart nutraceutical dog treats line available in Roasted Peanut and Chicken Liver flavors. The snacks are made with chia seeds which are loaded with protein, fiber, phytonutrients, all 9 amino acids and antioxidants, and contain more omega-3 than wild salmon, according to the company. Lincoln Bark also claims the nutraceutical-blended treats promote cardiovascular health, assist joint function and mobility, improve digestion and natural detoxification and support healthy weight loss.

Pup-O-Licious, a maker  of homemade dog treats, has released a new line of gluten- and wheat-free dog treats that dog owners can easily bake at home for their pets. Each package includes easy-to-follow instructions, treat mix, icing and a cookie cutter. Depending on the cookie-cutter used, dog owners can bake 25–30 dog treats or 35–40 dog treats. “Many dogs suffer from gluten and wheat allergies, and as such are unable to tolerate the treats sold in pet and grocery stores,” said Teresa Koch, Pup-O-Licious’ CFO. “But our new gluten- and wheat-free dog treats are the solution!”

Zuke’s Performance Pet Nutrition  makes natural pet treats that are free of corn, wheat, soy, BHA, added animal fat, by-products and artificial colors and flavors, says the 15-year-old company. At the recent 2013 Global Pet Expo, the company introduced its new packaged and improved line of grain-free treats.

Zuke’s expanded its line of treats for cats with G-Zees, tender treats with omega-rich fish oils, glucosamine and cranberries to help support joint and urinary tract health, according to the company. The Natural Purrz cat treat line also has a new tuna flavor available and at only 3 calories each, it makes them a healthy option for overfed felines. Supers are Zuke’s first semi-moist, antioxidant and nutrient-rich superfood treats for dogs and are available in Super Berries, Super Betas and Super Greens. Lastly, Zuke’s introduced Lil’ Links sausage treats in three flavors: rabbit with apple, pork with apple, and chicken with apple.

Radio Systems Corp.’s  founder and CEO, Randy Boyd, announced the launch of 31 new products at the Global Pet Expo under its PetSafe brand. Among the new products launched were a variety of new cat and dog treats. The company launched five new Busy Buddy treats, including: Ultra Sub, a dog treat that features knobbed nylon “buns” sandwiching rubber spacers and two thick rawhide treats; Ultra Woofer, a rawhide treat ring for dogs; Ultra Stratos, a treat with two rawhide rings and knobbed rubber ends molded over nylon; Teeter Treater, a pet treat with a weighted base and three channels that hold treat strips in place; and Gnawbrush, a dog treat with mint-flavored Busy Sticks to encourage better smelling breath and help clean the surfaces of dogs’ teeth.

Find more innovative and new pet treats online

Check out our database of consumer products which includes dozens of treats for cats, dogs, small mammals and birds at . Read Debbie Phillips-Donaldson's "Adventures in Petfood" blog at for a look at all the new treats introduced at the 2013 Global Pet Expo.

Lincoln Bark recently released their Treat Smart nutraceutical dog treats line available in Roasted Peanut and Chicken Liver flavors.
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