Indigenous Pet Products launched in 2014 with a single goal: develop new and innovative pet products using the best human food and nutrition science and patented technology. The company aimed for the pet specialty market from the outset and has been growing rapidly ever since.
“By combining our depth of knowledge in pet (and human) nutritional sciences and our commitment to utilizing nature’s abundance of ingredients to the best of our abilities, we feel our treats are second to none,” says Indigenous. “With a parent company (Indigenous is part of the Ingredion group of companies) that specializes in creating quality ingredients to promote the health and wellness of humans, Indigenous utilizes the same testing and standards in its products for dogs. Our pet-loving team of research and development scientists create the highest quality innovations for the retail pet food industry. We design, test and manufacture our products right here in the USA and are committed to premium pet specialty stores and the discerning customers they serve.”
Courtesy Indigenous Pet Products
The Indigenous team. Front row: Pet Principal Scientist Ellis Liu, Pet Customer Service Dena Fitzgerald, Chief R&D Scientist Jim Quarles. Back row: Pet Business Director Mike Dail, Senior Pet R&D Manager Bart Dunsford, Pet Coordinator Michael Williams.
Indigenous’ growth, according to the company, is based on innovation, quality and value, as well as a prime place in the specialty pet market. “Natural and functional treats are growing, and we are at the core of that trend,” says Indigenous. “Specialty pet foods are maintaining popularity, and products claiming natural or organic status are in high demand. Specialty and natural pet foods and treats continue to outperform other segments of the pet food industry. From 2010 until now, sales of natural pet food through all channels have skyrocketed. We are definitely seeing the growth in sales first-hand. In 2013, revenues from gluten-free applications, pet chews and treats grew at double-digit rates.”
In response to these numbers, Indigenous has continued to expand its treat portfolio. The company’s newest addition is Engage-Ables, a highly palatable, digestible, natural, long-lasting brand of treats that represents more than two years of work by the Colorado-based Indigenous R&D team. “Our unique manufacturing process and design create treats which alleviate the safety concerns around jerky and rawhide while providing chew times that exceed those of the top-selling dental chew,” says Indigenous. The treats contain vitamins, prebiotics and probiotics to support digestive and immune system health for dogs, and are grain- and gluten-free. Varieties include Turkey Leg, a glucosamine- and chondroitin-infused chew for large-breed dogs; Chicken Leg, designed for small to mid-sized dog breeds; and Duck Leg, catering to those who seek alternative protein treats for their dogs.
Courtesy Indigenous Pet Products
Engage-Ables are the newest development from Indigenous Pet Products and represent an entirely new and exciting category within the pet treat market, according to the company. The functional treats contain vitamins, prebiotics and probiotics to support digestive and immune system health for dogs. Like all Indigenous products, Engage-ables are grain-free, gluten-free and made in the USA.
Also on the specialty front, Indigenous offers K-9 Endurance Gels, a nutritional energy supplement scientifically formulated for active and sporting dogs. “Our K-9 Endurance Gels were developed to meet the need in maintaining canine energy levels when exercising, by feeding the gels to the dog immediately before, during and after exercise,” says Indigenous. The highly palatable, portable, 1.2 oz. gels were scientifically formulated by working with university professors to deliver optimal nutrition, endurance and focus, according to the company. The products’ target audience includes dogs that regularly run with their owners, agility competitors, hunting dogs, K-9 unit members and search dogs. Any situation where dogs may experience fatigue during or after exercise is ideal for consumption. Endurance Gels come in Chicken, Venison, Lamb and Sweet Potato flavors.
Courtesy Indigenous Pet Products
K-9 Endurance Gels are a nutritional energy supplement scientifically formulated for active and sporting dogs. They were developed to meet the need in maintaining canine energy levels when exercising, by directly feeding the gels to the dog immediately before, during and after exercise. The “dog-audience” includes those that regularly run with their owners, agility competitors, hunting dogs, K-9 unit members and search dogs. Flavors include Chicken, Venison, and Lamb and Sweet Potato.
Working with specialty retailers allows Indigenous to maximize its visual potential in stores. “Sourcing information and manufacturing location are questions that many specialty pet store retailers ask when provisioning their store,” says Indigenous. “We ask retailers to pick one or two top tier products within each category (that are exclusive to the pet specialty channel), have them prominently displayed and ensure all employees are well-versed on the products.”
The benefits go both ways. “Our products are packaged in an easy-to-display 12-count pack,” says the company. “Retailers have been successful by placing the 12-count pack near the cash register and have seen success with impulse purchases. When the consumer sees the product, they ask about it and try it. Manufacturers can educate the retailers by training or providing communications collateral about natural treat’s value proposition in the marketplace.”
Indigenous’ goal is to understand the current needs and concerns of pet specialty consumers and meet their needs with innovation in a variety of select, well-known premium brands. “One of the things about pet specialty is that it's constantly evolving,” says the company. “When you have a product in the marketplace and you see opportunities to improve it and make it better than anything out there or just from a consumer expectance, you want to take those opportunities, which we will continue to do. Social media is a big driver in consumer awareness. We support independent retailers’ promotional campaigns to increase exposure and encourage increased product trial.”
Fortunately, the current pet food landscape seems primed to connect with Indigenous’ goals. “The pet food industry will continue to grow as the gap widens from grocery and mass market products, versus the qualities found in the independent channel,” says Indigenous. “Pet food companies are putting out more innovative, specialty, premium pet foods and treats that meet the needs of consumers looking to provide healthy, natural and organic meals for their pets. Today there is a large demand in specialized diets for pets. With an increase in the number of pet owners, the pet food industry will continue to thrive and develop bigger and better things.”
Just the Facts
Headquarters: 345 Inverness Drive South, Building B, Suite 200, Englewood, Colorado, 80112, USA
Facilities: Englewood, Colorado, USA
Officers: Mike Dail, business director, pet; Scott Reinhardt, pet sales and marketing manager; Bart Dunsford, senior manager, R&D; Jim Quarles, chief R&D scientist; Ellis Liu, principal scientist; James Garcia, national accounts manager; Dena Fitzgerald, customer service, pet; Michael Williams, pet coordinator
Sales: The growth of Indigenous Pet Products has been rapid since its launch in 2014. The rate of growth has accelerated in 2015 and is expected to continue increasing moving into 2016 and beyond.
Brands: Indigenous Pet Products, K-9 Endurance Gel Formulas, Pegetables Dental Chews, Engage-ables
Distribution: Independent pet specialty
Employees: Roughly 20 people, including R&D scientists, marketers and salespeople
Website: www.indigenouspet.com
Pet food industry opportunities
We asked Indigenous Pet Products, “Where do you see your biggest opportunities?”
“Natural ingredients: Consumers today are looking for functional ingredients in their pet’s food and functional supplements that make a difference in their pet’s health,” says the company. “They are looking for grain-free, gluten-free, made in the USA and a clean ingredient profile that contains limited ingredient formulas. All Indigenous Pet Products innovatively address the path relative to those desires. Indigenous Pet Products are made in the US and contain extremely high-quality functional ingredients and are gluten- and grain-free. Our product offerings provide unique benefits that are great for the health and well-being of the pet. Consumers are primarily looking for products are proven to have substantial claims and are safe and beneficial to use. People tend to associate nature-based nutrition with a happy, energetic and healthy lifestyle for all family members, including their companion animal.”
Furthermore, “there has been an increase of consumers looking for digestible dog chews that include nature-based ingredients specifically targeting plaque and tartar,” says Indigenous. “Some of these naturally derived ingredients range from certain species of kelp to common yeasts. Recently, many of the brands for which we contract manufacture have requested formula development which excludes complex names (e.g., sodium hexametaphosphate or titanium dioxide). Although such ingredients may be safe, consumers are wary of seeing ingredients that they cannot easily pronounce.”
Courtesy Indigenous Pet Products
Pegetables Nature’s Dog Chews are premium dental dog chews made with natural vegetables—carrot, sweet potato and peas. Indigenous recently announced a new formulation of Pegetables, which features dental benefits in addition to improvements in taste and texture. Pegetables now contains the PlaqueOff system and has been reformulated to further help reduce plaque and tarter build-up while keeping breath fresh. The result is a dramatic improvement in palatability. The new Pegetables are more pliable, creating a longer-lasting treat with more opportunity to mechanically remove plaque and tartar. Along with the revamped Pegetables formula, new packaging has been released to further emphasize a fresh look.
Also on the dental front, “we [are seeing] an expansion in the dental chews category,” according to the company. “Consumers are looking for dental chews that offer functional benefits in addition to great taste. The focus of Indigenous Pet Products includes dental treats with functional benefits that also add value to the consumer and their companion animal. The recent launch in the new Indigenous Dental Health Bone Lamb and Potato formula is a good example adding functional value. One of the biggest concerns in the dog community today is oral health. Most people are living very active and busy lives, so they do not always have the time to take their dog to a vet for a dental cleaning. This is why pet treats focused on improving oral health are in high demand. By promoting chewing and mechanical action on the teeth, the Indigenous Dental Health Bones are ideal to supplement the oral care program.”
Courtesy Indigenous Pet Products
Dental Health Bones are a natural edible chew for dogs of all breeds and sizes. The Dental Health Bones feature a patented design that helps clean teeth and freshen breath, while also fighting plaque and tartar build-up. The bones are made with a natural sea kelp harvested from the cold Atlantic Ocean and are free from artificial colors and preservatives. Varieties include the new Potato and Lamb flavor, Smoked Bacon, Roasted Chicken, Carrot and Pumpkin, and Original Fresh Breath.
