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MERRICK PET CARE’S
Merrick Lil’ Plates Treats
are designed for small dogs.
The grain-free, gluten-free
treats are big on flavor and
protein, but small in size for
tiny mouths. The soft and
chewy recipes start with real
deboned meat, poultry or fish
as the first ingredient and
include omega 3, omega 6
and prebiotics for the health
of small-breed dogs.
SOLID GOLD PET’S Superfoods dog treats feature five
nutritious superfoods in each recipe: pumpkin, lentils, parsley, sunflower oil and kelp. The grain- and gluten-free treats
are formulated with high-quality ingredients that deliver a
rich, meaty texture, flavorful aroma and delicious taste, the
company states. Superfoods Chewy Dog Treats come in two
sizes: a convenient 2-oz. on-the-go pack and a large 6-oz.
bag in Turkey, Sweet Potato & Cinnamon, Chicken, Berries
& Ginger, Chicken, Coconut & Vanilla and Beef, Mango &
Turmeric. Toy & Small Breed Superfoods Chewy Dog Treats
are available in a 4-oz. bag in Chicken, Cranberry & Chamomile, Chicken, Chia Seed & Coconut Milk and Pork, Pineapple
& Thyme. solidgoldpet.com
POLKADOG BAKERY presents
Chicken Littles in Bone
Shapes and Bits. The treats
are made with high-quality,
all-natural, U.S.-raised chicken
breast, as well as wholesome
brown rice and potato flour.
The Bone Shapes, which have
a delicate crunch, are ideal for
finicky dogs and cats, while
the Bits are perfect to use as
training treats for dogs and
cats. The slowly dehydrated
treats are made daily in the company’s downtown Fish Pier kitchen
in Boston. polkadog.com
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Dog treats continue to follow the trends een in the food category, with quality nutrition, simple ingredients and safety
shooting ahead, pet specialty retailers and
“The trends we see in treats are in line
with what we see in food purchases in gen-
eral,” said Lisa Gay, co-owner of H3 Pet Sup-
ply in Stratford, Conn. “Pet parents are look-
ing for a healthy treat with safe and natural
As further proof that the treat market mir-
roring what’s happening in dog foods, Tom
Wien, director of marketing for Cardinal Pet
Care in Azusa, Calif., said he’s witnessed a
steady shift toward organic offerings.
“The rapid growth of organic pet foods
and treats is one of the biggest trends we’re
seeing in our industry today,” he said.
“Sales of organic pet foods/treats are ex-
pected to increase by 14. 6 percent annually
through 2019, according to market research
firm Packaged Facts. Another report from
Morningstar predicts that the global mar-
ket for organic pet food will soar to $13.14
billion by 2021.”
Ann Hudson, vice president of market-
ing for Whitebridge Pet Brands’ Cloud Star
and Tiki brands in St. Louis, also noted the
incredible growth in the dog treat category.
“Treats are not a static market, and owners
are always looking for new and better options
to reward or encourage their dogs,” she said.
Wien credited the growth to two strong
“One is that, as people become more
aware of the connection between diet and
good health, they are buying more organ-
ic food products for themselves,” he said.
“The second trend is that pets are being
viewed increasingly as family members
today. Put these two trends together, and
you have humans who are into organic
foods for themselves wanting to extend
their healthy lifestyle choices to their ‘four-
Nichole Nonini, marketing director for
Plato Pet Treats in Fresno, Calif., agreed.
“If you are conscious about what you are
feeding your dog for their meals, you are going to carry that thought through your treats
purchase,” Nonini said.
This consciousness has helped fuel the
rise of a new category in treats, experts said:
limited ingredient pet products, or LIPPs.
“As their name suggests, LIPPs contain
very few ingredients, typically only foods
that humans eat themselves,” Wien said.
“There’s no long list of ingredients with un-
pronounceable names that pet parents have
to sort through.
“As consumers become more oriented to-
ward feeding their pets organic diets, they’re
demanding organic options in all the differ-
ent types of treats they buy,” he added. “For
example, in addition to organic everyday
treats, they want to be able to purchase or-
ganic varieties of treats that are used specifi-
cally as training rewards.”
Looking ahead, participants in the dog
treat category said they expect organics to
continue to grow as owners continue to focus
on nutrition and safety.
“There are strong demographic indications that the market for organic pet foods
will continue its sharp growth track on a
mid- to long-term basis,” Wien said. “
Currently, the groups with the fastest-growing
percentage of pet ownership are millennials ( 65 percent) and gen X-ers ( 71 percent).
These younger generation consumers are
also the largest consumers of health foods,
so this group should be a prime driver of
organic pet food sales in the future.”
CARDINAL PET CARE offers certified organic varieties
of its Crazy Dog Train-Me! Training Rewards. Like the
original Train-Me! Treats, the Crazy Dog Train-Me! Organic
Training Rewards contain real meat as the No. 1 ingredient—either organic chicken or organic beef. Along with
organic meat, they are loaded with nutritious organic fruits,
vegetables and grains. Included are organic pea flour, barley,
oats, cranberries and blueberries, providing a well-balanced
organic training reward that includes all the important food
groups. Crazy Dog Train-Me! Organic Treats are available in
Beef and Chicken flavors and in mini (4-oz. package) and
regular (16-oz. package) sizes. Each package displays a large
certified organic seal from Oregon Tilth, a national certifier
of organic products. cardinalpet.com