The Future of Chews and Treats
Chews and treats companies are reporting a strong year by emphasizing production transparency, local sourcing and and offering competitively priced chews and treats. Manufacturers are creating opportunities for pet owners and retailers to engage in informative and enlightening conversations in store about untraditional proteins and why specific body part chews are safer and more satisfying for their pups.
“Butcher’s Block is having a very good 2025, and our product line is resonating with our customers in the retail space as we provide them with a natural 100 percent USA sourced, USA made product that is also focused on sizes and packaging that will make sure that from a price perspective, that it’s attractive in the retail space so it’s easy to grab,” said President Tom Heavey. “Our biggest quality that has separated us is supply chain transparency. We’re open about where we get our products and pet manufacturers are willing to share where it’s made or crafted, but they’re very vague on where it’s sourced. They’re vague because for them, the raw material is all about cost and so they’ll keep it vague to allow themselves to be open to get products from various suppliers and various sources which is unfair to the consumer. They’ll never 100 percent be sure of where it’s coming from. We want to take advantage of being honest and open about where we source our products from. Our products are sourced from our backyard from cattle that’s being raised and harvested within 500 miles of Omaha, NE, and that’s where the majority of all of our products come from. It helps us paint a good story that resonates with the customers, and that’s where a lot of our share gain, or some of our wins, have been in the retail space. I’m not going to say we win every time, but there’s always enough interest from the retailers.”
ROAM maintains its position as one of the leading suppliers in the novel proteins segment primarily through the company’s dedication to educating pet parents about the advantages of novel and exotic proteins. As consumer interest in this up-and-coming category grows, novel proteins is the category for pet parents and retailers to watch. “ROAM continues to lead the novel proteins category as the largest supplier in the space,” said CEO Dean Triandafellos. “We remain committed to raising pet parent awareness and educating consumers on the exceptional benefits of novel and exotic proteins. As more pet owners explore this emerging category, we’ve seen a significant increase in distribution. Throughout the past 12 months, ROAM has doubled the number of retail doors carrying our products and we continue to aggressively champion the growth of the category overall.”
Rod Herrenbruck, VP of Sales and Innovation at Rush Direct noted how pet parents are increasingly favoring the ability to mix and match flavors of Rush Direct’s 1-ct Double Bones instead of purchasing large bags of treats. Herrenbruck mentioned the tariff situation has further boosted sales because Ultra Chewy Bones are manufactured domestically, making them a more attractive option amid ongoing trade challenges, he said. “This has been an interesting start to 2025 for Rush,” he said. “We have seen tremendous growth in our 1-ct Double Bones as customers mix and match flavors of this item versus buying large bags of treats. The tariff situation has made it grow more because Ultra Chewy Bones are made in the US.”
“2025 has been a promising year for NPIC in the chews and treats category, as we continue to see steady interest in functional, high-quality products,” said VP of Sales and Marketing Sam Chen. “One highlight is our N-Bone Puppy Teething Rings Taste of Texas—a limited-edition twist on our most well-known puppy product. Inspired by the flavors of our home state, this special edition features Texas BBQ and Tex-Mex-inspired flavors, offering a flavorful way to help soothe puppies’ teething needs. On the cat side, Get Naked Cat Crunchy Treats continue to gain traction. These grain-free treats help clean teeth while offering added functional benefits, with formulas for Cat Health, Calming, and Digestive support. We’re also preparing to launch N-Bone Mega-Bone, a long-lasting chew for medium and large dogs. Featuring fun, human-inspired flavors like Cheeseburger, Peanut Butter & Jelly, Loaded Mac N’ Cheese, and Blueberry & Pumpkin Muffin, it’s made with simple, digestible ingredients and contains no rawhide or by-products. As pet parents seek more purpose-driven choices, NPIC remains committed to delivering innovation, quality, and value.”
Segments of the retail space are highly price sensitive, Heavey said. “If you’re going to raise prices, you have to be cognizant of how and why and strategic about it,” he said. “For Butcher Block, given where we get our products from and where we’re located, we have advantages that other people don’t. We’ll do our job correctly if we sell our product not off of price.”
Suppliers are intent on showing the value of their products by focusing on transparency, locally-sourced ingredients and high quality products that pets enjoy—traits which align with pet owners’ values. These companies are taking their responsibilities to create reputable products to heart and are mitigating unfavorable impacts on pet owners as government policies unfold.
