Category Catalysts: Novel Protein Treats - ROAM Pet Treats

Humanization means more than just pet owners buying things that they’d like for their pets—it also means that pet owners want to provide their pets with variety and assortment to keep foods and treats interesting. Within the treats category, brands are sourcing creative proteins to enhance pet nutrition, improve digestibility, maintain pet owners’ interest and promote category exploration. Consistent growth will be driven by suppliers that can both bring creativity to the market from a source and presentation perspective, but also ensure consistent supply once consumers develop a liking for the items.

“ROAM Pets was founded on a simple belief—that pets deserve the same quality, transparency and responsibility we expect from our own food, and owners need a healthy, sustainable option in chews and treats,” said CEO Dean Triandafellos. “We saw that the treat aisle was dominated by industrially farmed chicken, beef and pork—proteins that are overused, overprocessed, resource-intensive and can trigger sensitivities in many pets.”

“ROAM disrupted the category by turning ‘novel protein’ from a niche veterinary term into a mainstream, purpose-driven choice for pet parents,” he added. “We’ve partnered with major retailers, built global supply chains that are fully traceable and helped consumers understand that sustainability, wellness and nutrition can go hand-in-hand.”

“In the beginning, our focus was purely on introducing novel proteins to a market unfamiliar with them. We wanted to give the pet parents a choice over the mass produced, industrially farmed options on the store shelves. Over time, we’ve evolved from being an innovator in ingredients to a leader in education, transparency, and animal welfare,” Triandafellos said.

“Today, ROAM works directly with partners around the world to ensure humane sourcing and environmental stewardship. We’ve invested in certifications, welfare audits and FSVP compliance to set a high standard of integrity,” he continued. “We’ve also evolved through consumer education—helping pet owners see that choosing a novel protein isn’t just about managing allergies, it’s about choosing better nutrition and a more sustainable planet.”