BARK has launched BARK in the Belly, a premium dog food and consumables line that dedicates all food profits to fighting canine hunger nationwide. The launch coincided with National Dog Day on August 26.
The new line features two high-protein recipes formulated with real chicken and beef as the first ingredient, plus prebiotics, probiotics and nutrients targeting hip, joint and heart health. The products are designed for all life stages and packaged with "dog-speak" messaging accompanied by human translations.
"We've always approached everything we do from a Dog's Eye View," said Matt Meeker, co-founder and CEO of BARK. "Now that BARK is officially Co-Owned by Dogs, it only made sense that their first act would be serving up food that's delicious by dog standards, but also ensures no dog goes hungry."
The company plans to distribute food and resources quarterly to shelters and rescues through its BARK Gives program. Results will be tracked publicly via the BARK in the Belly Impact Tracker, showing consumers how many bowls their purchases have helped fill. Consumers can nominate shelters and rescues for support at bark.co.
BARK has appointed Hendrix, a three-legged rescue dog from St. Croix now living in Orlando, Florida, U.S., as its first chairdog. The role involves joining quarterly leadership meetings with assistance from a telepathic dog communicator to guide philanthropic efforts and product development decisions.
The chairdog appointment represents part of BARK's broader "Co-Owned by Dogs" brand evolution, positioning dogs as co-owners and decision-makers rather than customers.
BARK in the Belly launches exclusively on bark.co with availability expanding to Amazon and Chewy this fall. New BarkBox and Super Chewer subscribers receive a free month of food with 6- or 12-month subscriptions for a limited time. Additional products including toppers, treats and dental products will roll out throughout the coming year.
The company plans a BARK Live event in New York City this fall to showcase the new food line and introduce the chairdog to consumers.
