Treats are important to pet parents. Traditional treats are typically used for rewarding pets or as a training tool; however, they typically don’t contain ingredients that address specific health issues. On the other hand, functional treats have been formulated to serve a purpose and thus offer the bonus of being more than simply a tasty snack that satisfies a companion animal’s hunger.
For functional treats, the ingredients that encompass the snack are just as important as the benefits they provide. Solution-based treats feature an ingredient list comprised of complementary elements that serve a purpose to promote optimum pet health. It’s the ingredients, which offer functional benefits, that are key to making a functional chew. They provide the right balance of antioxidants, proteins, fatty acids, balanced fiber as well as vitamins and minerals.
The functional treat market can no longer be considered new to the pet industry. Most food and treat brands now have their own line of functional treats. At last year’s SUPERZOO in Las Vegas, performance pet nutrition company Nulo introduced its functional jerky treats, which includes eight jerky treat options for dogs and cats. Designed to fulfill the demand from pet parents for functional benefits. The jerky treats are formulated individually to support heart health, skin and coat, and puppy or kitten health. The dog line also contains mobility and gut health benefits.
All the products are minimally processed using 80 percent premium meats blended with other healthy ingredients, which include dried honey, coconut and fish oils and the BC30 probiotic. The jerky treat line is cold-formed and oven baked at low temperatures to maintain nutritional integrity. The jerky is soft and easy to chew, break and serve.
In 2024, Canadian pet food brand Petcurean launched its first functional treat offering for dogs, Go! Solutions Benefit Chews, which are soft and chewy dog treats. Formulated with premium meat or fish as the first ingredient, each recipe features at least 10 percent upcycled ingredients – including nutrient-dense fruits and vegetables, such as apples, carrots and pumpkins – that are designed to reduce waste. The soft and chewy treats are available in four varieties – Digestion + Gut Health Salmon, Sensitivities Limited Ingredient Salmon, Skin + Coat Care Lamb, and Weight Management + Joint Care Chicken.
Natural Polymer International Corporation, better known as NPIC, is a leading manufacturer of premium pet treats that are meant to enrich the lives of pets, their owners the bond between them. The brand is the maker of Get Naked, an award-winning pioneer that leads in the functional pet treats category.
Through extensive research in the products, the market and the consumers, the brand has identified several key areas that are critical to the wellness of pets. Get Naked is known for its Functional Dental Sticks, which come in with best-selling Chicken flavor and focus on six essential functional areas – Joint, Skin & Coat, Immunity, Digestion, Weight Management and the Puppy life stage. While delivering the dental benefits of reducing the build-up of plaque and tartar through abrasion, these treats feature active functional ingredients such as glucosamine, chondroitin and probiotics to support the health needs of the dogs.
Get Naked Biteables Functional Soft Treats focuses on such areas as puppy health, kitten health, senior dog health, digestive health and joint health, to name a few. The treats are fortified with functional ingredients that include probiotics, glucosamine, taurine and lysine, depending on the health issue.
Dental care took center stage last year for NPIC’s N-Bone, which launched Flossta at Global Pet Expo. Described as a pioneering dental chew designed to transform the way you can approach your dog’s oral hygiene, Flossta represents a paradigm shift in the pet dental care category. With its innovative dual-action formula and floss-like form factor, Flossta boasts a unique design engineered to navigate even the most elusive nooks and crannies of a dog’s mouth, reaching those hard-to-access places where plaque and tartar thrive. By doing so, it helps combat plaque buildup and tartar accumulation, thereby reducing the risk of dental issues that can plague our furry companions.
What also sets Flossta apart from conventional dental chews is its incorporation of such natural herbs as parsley and fennel. These botanical ingredients not only lend a refreshing aroma but also contribute to combating bad breath.
Flossta comes in several flavors, which include chicken, beef liver and mint. Each chew promises a palatable experience that dogs cannot resist, making oral care a delightful part of their daily routine. Flossta by N-Bone is free from wheat, corn and soy, and the chew caters to the dietary sensitivities of dogs without the use of artificial flavors, colors or preservatives.
Another brand that has been at the forefront of the functional treat market is PureBites, which in 2021 felt that pet parents were looking for treats and toppers that offer the health benefits of functional ingredients to support their pet’s health and were wanting those products in a fun, interactive form to treat or spruce up mealtime.
In response to that consumer demand, the Canada-based food and treat company launched its PureBites+ Squeezables Functional Treats with functional benefits to help with joint issues, aging, digestive and calming/stress relief. Made with only five human-grade ingredients, these treats for dogs and cats can be fed as a healthy and functional treat, mixer or topper.
PureBites+ Squeezables are made with a creamy texture and in an interactive squeezable pouch, which locks in the taste pets crave and superior nutrition that pet parents love. With nothing added to get in the way, PureBites are the ideal treat for pets with health issues, are overweight, diabetic, have allergies, gastrointestinal disorders, or are on a restricted diet (low carb, low sodium, low calorie, grain free or raw).
PureBites+ Squeezables can easily be pegged or merchandised in a tray, driving increased sales and impulse purchasing. PureBites also offers a selection of merchandising tools for stores to help spread the word, including special promotional offers, floor stands, clip strips and shelf talkers.
One of the newest functional treats to hit the market comes from Wellness Pet Company, a leader in pet nutrition for more than 25 years and creator of Wellness WHIMZEES. Last month, Wellness WHIMZEES unveiled Freshzees, a softer dental treat option for dogs.
Wellness WHIMZEES Freshzees include such active ingredients as zinc, apple cider vinegar and parsley, to freshen breath and support dental health when chewed daily. Available in three sizes – extra-small, small and medium – Freshzees are formulated as a more comfortable dental treat option for soft chewers or older dogs.
This month, SquarePet is entering the functional treat market with VFS Treats, a new line of soft-baked veterinarian-formulated functional snacks for dogs. The treats will start with two varieties — VFS Skin & Digestive and VFS Low Fat. SquarePet describes these treats as being the first of their kind available without a prescription.
“Never before have independent pet stores had direct access to a hydrolyzed meat treat or a controlled low-fat treat, making this launch truly unique in the market,” said Tyler Atkins, chief sales and marketing officer at SquarePet
Developed by veterinarians and pet nutritionists, VFS Treats extend the benefits of SquarePet’s Veterinary Formulated Solutions (VFS) diets into a delicious, functional snack. These innovative treats allow pet parents to reward their dogs without compromising dietary needs, making them ideal for pets with food sensitivities, digestive issues, or fat-restricted diets.
“At SquarePet, we’re committed to bringing independent pet retailers the best in veterinary-formulated nutrition, and our new VFS Treats do just that,” added Atkins. “For the first time, independent pet stores can offer hydrolyzed and low-fat treats — something previously only found in prescription diets. This is a game-changer for pet parents looking for functional treats that align with their dog’s special dietary needs.”
Functional treats are widely used to deliver a guilt-free reward with the advantage of wellness benefits. In a world of ever-evolving pet products, functional treats not only appeal to a pet’s taste buds, but these snacks also contain vitamins, minerals, probiotics and other beneficial ingredients. Available in a wide variety of forms and flavors from bites and biscuits to chews and jerky, functional treats are expected to grow in popularity as pet parents seek alternatives to traditional medicine, with a focus on natural remedies that are designed to be enjoyable to the companion animal. From dental health to joint function, there are treats to help boost all areas of a pet’s body, both inside and out.
For consumers, the abundance of snack options, including the growing number of functional treats, can lead to pet parents becoming overwhelmed. While today’s consumers have more access to information and data than ever before, having expert advice from a retailer who is well versed on the benefits of treats remains vitally important. The knowledge that retailers gain from working closely with their distributors and brand partners is beneficial for customers. In turn, this can turn a one-time shopper into a dedicated customer, which is a win-win for the retailer and the pet parent.
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