Category Catalysts: Fish-Based Treats - Snack 21

What started as a labor of love for Pacific 21 Mercantile Owner Lance Yamazaki has developed into a robust business and an impressive portfolio of salmon treats for cats and dogs, while enlightening the industry to the various formats salmon can be used, whether it’s in the form of flakes or has been dried—whichever texture appeals more to pets. 

“I don’t believe we entered the fish-based treats category, but we created it in 1996,” said Yamazaki. “Snack 21 Pet Treats was developed in a moment of inspiration combining a man with a seafood exporting business and a pet dog with food allergies. Our family dog, Nikey, an American Cocker Spaniel, was allergic to meat so the idea of a salmon treat for cats and dogs was spawned using nature’s simplest means of preservation: drying. Since 1996, Snack 21 has definitely broadened the fish treat formats including an alternative chew using salmon skin in 2004 and a food topper, Salmon Flakes, for cats and dogs, [comprised of] grounded up salmon meat, in 2007.”

Even with the best intentions—to find a way to nourish his beloved dog—and motivated by a dog with allergies, Yamazaki faced several hurdles when he started sharing his unique concept of drying salmon and feeding it to pups. At the time, feeding dogs fish was unheard of. 

“When we first introduced our treats we had to overcome the stigma, stereotype that fish is for cats and meat is for dogs,” Yamazaki explained. “I still remember those early trade shows when I was consistently asked, ‘Fish for your dogs?’ Now consumers are much more educated on the health benefits of Wild Pacific fish.”

Yamazaki and his team are committed to educating the industry and introducing another protein source for dogs that they will enjoy the flavor and texture of, and that also offers several major health benefits including shiny coat and relief from achy joints. 

Snack 21 has stood out on the shelf and differentiated from competitors by offering an alternative that is single-sourced, has been distilled of filler ingredients and is made with recognizable ingredients. 

“From the beginning, all of our treats have been single ingredient with no additives or preservatives and are wild fish based,” Yamazaki said. 

A major accomplishment for the company this year has revolved around nurturing  deep rooted partnerships. “Based on the relationships that have been built within both the pet and seafood industries, we have been able to access a broader network in other seafood products that can be tailored to the specific needs of pets,” he said.