Category Catalysts: Meat-Focused Treats - Vitakraft

Mirroring the human market’s focus on thoughtful protein-forward merchandising, the treats category is experiencing a similar trend. Shoppers are demanding treats that are based in and focused primarily on meats. Meat-focused treat brands are required to have a deep understanding of both the pet industry but also the meats category.

Brands like Vitakraft are continuing the growth that the overall treats category has seen in the past decade with high-quality premium items that keep shoppers excited to explore the category.

With a history stretching back almost 200 years, Vitakraft may be the oldest company noted in this year’s Category Catalysts. The company moved into the US market in 1985. Recently, Vitakraft appointed a new head of marketing and brand management internationally, Sarina Hamann.

“Vitakraft is a successful traditional brand that has been on the market for more than 185 years. I am very excited to build on this and strategically develop the brand nationally as well as internationally in a strong competitive environment—in line with our ambitious growth targets,” she said upon appointment.

While traditionally known as a leader in the small animal and avian categories, Vitakraft has undergone a significant transformation in breaking into the treats category. While initially introducing cat treats at the 2024 Global Pet Expo, the company exploded into the meat-focused treats category in the dog space at this year’s 2025 Global Pet Expo. This US market evolution reflects the company’s position in Germany and Switzerland, where Vitakraft is the No. 1 selling brand of dog snacks.

Running the gamut from puppy-focused items, like Meaty Morsels, to larger dog items like chews and meat-focused sticks, Vitakraft is focused on a complete assortment. Even more, the company notes the complimentary nature of their lines, with a majority of households that have a small animal or bird also having a cat or dog. This synergy creates an opportunity for retailers to build on the trust that shoppers have in the Vitakraft name and quality.