Vanguard Awards: Dog Chews

The benefits of dog chews goes further than the need for distraction or simple indulgence. Dogs have an innate need to chew, which supports healthy teeth and gums, works jaw muscles, as well as relieves stress and boredom through mental stimulation. Companies like Jones Natural Chews (JNC) and NPIC have maintained a strong focus on dog chews since its inception and have continued to provide healthy chew options for dogs to enjoy and benefit from.

After years of successfully running their family-owned and operated butcher shop, the Jones family entered the pet industry more than 30 years ago when they recognized an opportunity to use the parts they couldn’t sell to their human customers. “We have been in the dog chews category since 1991,” said JNC Owner Laura Jones. “We pivoted into dog treats because we had success with them in our family butcher shop. It started as a way to reduce waste and increase marginal sales and turned into our full-time business. The industry was very different at that point in time. The humanization of pets has been fascinating, and we feel we grew up with that ‘trend,’ as we witnessed many customers come in looking for something special for their dog.”

NPIC outlined the company’s journey into the chews category. “NPIC entered the Dog Chews category with a clear purpose—to create natural, wholesome, and tasty chews that support pets’ health,” said Sam Chen, VP of Sales and Marketing. “We identified a unique opportunity to drive innovation in pet wellness. At the time, many dental chews were hard to digest and contained complex ingredients, so we recognized a gap in the market for chews that were both nutritious and truly digestible. In 1998, we launched N-Bone, one of the first edible dog bones made with a sincere care for pets and wholesome nutrition. This innovation directly addressed the need for safer, simpler and more digestible chews.”

“Many of our long-standing customers turn to us for the consistent quality,” she continued. “Store owners appreciate our background in meat-cutting, because we know production, and they trust in the standards we’ve set for ourselves. Sourcing all ingredients from the USA has also helped us stand out throughout the years.”

NPIC has continued to provide pet owners with unique product offerings. “In the dog chews market, pet owners are increasingly seeking products that go beyond basic dental care to support their pets’ overall wellness and offer innovative treats. At NPIC, we meet this demand with our brands, Get Naked and N-Bone,” said Chen. “Get Naked treats are specially formulated to address the specific health needs of dogs and cats, providing true wellness support at all life stages. Meanwhile, N-Bone dental chews, including the award-winning Flossta Dual-Action Dental Chew, feature a unique floss-like design that helps naturally reduce hard-to-reach plaque and tartar buildup as your dog chews. Natural herbs like parsley and fennel were also added to freshen your dog’s breath. By combining natural ingredients, innovative design, and a focus on wellness, we offer pet owners something truly unique in the market.”

“One of our biggest highlights last year was the launch of the limited-edition “Taste of Texas” flavors for our best-selling N-Bone Puppy Teething Rings, inspired by Texas favorites like Pulled Pork, Chicken Fajitas, Burnt Ends and Queso Con Carne. These fun, regional flavors brought excitement to a beloved product, and pet parents responded enthusiastically. The rings remain a favorite for their easy-to-hold shape, soothing texture, and added DHA and calcium to support healthy development. It’s a great example of how we continue to blend innovation, functionality, and flavor to support puppies during one of their most important life stages,” said Chen.

According to JNC, chewing implements strong human and animal bonds and interactions. “Understanding where our products fit into our customers lives is critical. You don’t want to lose sight of the fact that we make these chews to help pet parents to treat their furry family members as a way to build a strong bond,” said Jones. A recent success for JNC was the launch of its latest product line. “We introduced a full line of turkey chews and expanded our best-selling treat line adding fruits and vegetables to the recipe,” Jones said. “We are proud of our full team.”