Vital Pet Life
The company debuted the product in March. Only Salmon Oil features a single ingredient — responsibly farmed salmon oil — and carries third-party certification from the ASC, a nonprofit that sets standards for seafood farming covering fish welfare, farming practices, environmental impacts and employee livelihood. The product is also ORIVO-verified and contains no fillers or artificial ingredients.
The launch is a milestone for ASC, which is in its fifth year of a national marketing campaign and commercial expansion across North America. The organization has increased engagement with pet brands, co-packers, producers and retailers, attending Superzoo and presenting at Global Pet Expo in March alongside the Pet Sustainability Coalition and Marine Stewardship Council.
The company noted salmon as an ingredient in dog food and treats saw more than 2.1 million in year-over-year sales growth according to 2025 Nielsen data.
"We view our success through the lens of our customers' experiences and feedback," said Donie Yamamoto, CEO and co-founder of Vital Pet Life. "A growing majority of pet parents prioritize transparency and third-party verified sustainability claims, confirming they care about what they buy and how it impacts the climate and oceans, as well as their pets' health.
"We formulated Only Salmon Oil for the pet owner who reads labels and asks questions about where these products come from," continued Yamamoto. "We chose to source ASC-certified salmon and highlight the ASC label on our Only Salmon Oil to demonstrate the highest assurance and strictest standards behind our product. We're proud to bring this level of transparency to Walmart shelves nationwide."
Erica Tardiff, market development manager at ASC, said pet owners have become increasingly scrupulous of the ingredients that are in the food, treats and supplements they feed their furry friends.
"Having the ASC label on packaging assures that the fish used in those pet products is not only farmed with care, but traceable," said Tardiff. "Just like the seafood we eat, people want to know that their pets' products have a high level of integrity. Vital Pet Life sets an example for the industry by diligently sourcing and testing their ingredients, showing that companies can drive meaningful change with transparent business practices and science-based collaboration."
Only Salmon Oil is available at select Walmart stores nationwide and online at Walmart.com.
