Category Catalysts: Cat Treats - Vital Essentials

Treating opportunities abound in the feline category, with owners sometimes even more excited to treat their cats than dogs. As the category has matured, new formats, such as freeze-dried treats, creative meat inclusions and seasonal offerings have reinvigorated the category and produced fresh growth. Valuable partners provide retailers with the best of both worlds, an ability to supply a variety of high quality options in the category with a history of on-time delivery and category insights.

The cat treats category has evolved significantly in recent years, said Vital Essentials CEO, Heather Govea. “In the early days, the biggest challenge was education,” Govea said. “Most cat owners hadn’t heard much about raw feeding, and those who had weren’t sure where to start. We spent a lot of time helping people understand that feeding raw doesn’t have to be complicated or intimidating. Today, the conversation looks completely different. Cat parents are informed, curious and intentional about what they feed. They want better options, and they’re looking for brands they can trust. That shift has been incredible to watch.”

In addition to product innovation, Vital Essentials’ focus at scale presents a unique partnership benefit for retailers. Rather than chasing fads and short term opportunities, Govea notes that the company stays true to its north star goal. “We’ve stayed focused on what truly matters: delivering pure, raw protein in its simplest form,” she elaborated. “We didn’t enter this category to chase trends; we entered it to raise standards. While others have experimented with additives or marketing buzzwords, we’ve built our foundation on consistency, transparency and a deep understanding of pet nutrition.”

2025 has been a successful year for Vital Essentials, with new product launches and deepening partnerships, but the company is particularly proud of retailer collaboration and bringing shoppers something new that they can trust. “Beyond new products, we’ve deepened our partnerships with retailers and continued investing in education,” Govea explained. “Every step we take is about making raw feeding easier and more accessible for cat parents everywhere. Because at the end of the day, when cats eat better, they live better.”