Category Catalysts: Non-Rawhide Chews - Earth Animal

Especially since Covid and the rise of work from home, dog owners are around their pets more often and high quality, healthy chews are in high demand. For shoppers seeking a natural alternative to the rawhide category, a variety of rawhide alternative brands have grown to fill the growing niche. Partners like Earth Animal have continued to deliver on everyday sales in the category, while innovating with unique formats and seasonal items. 

While the company has been a mainstay in the rawhide alternatives category for years, Earth Animal has continued to innovate, said Marketing Manager Tasha Valentin-Jucius. 

“2025 saw several product launches, including our No-Hide Mango launch in July and perfectly positioned to generate excitement for our most anticipated innovation yet: the No-Hide Grilled Cheese recipe launching in September,” she said.

Beyond product innovation, the opportunity for in-store merchandising cohesiveness was an obvious fit, not just for Earth Animal, but also for the company’s retail partners. 

“What struck us most [with our recent introductions] was how retailers immediately grasped the merchandising opportunity,” Valentin-Jucius elaborated. “They could envision the Grilled Cheese PDQ displays creating excitement in their stores and driving incremental sales in ways traditional chew displays never could.”

Partners are especially well positioned for the coming year in rawhide alternatives with these innovations in tow. 

The company noted, “These introductions created a perfect scenario: retailers were able to have these items ready for Q4 product orders as planned and pre-ordered displays for 2026. The fact that they were willing to commit to merchandising support in advance demonstrates their confidence in our innovation leadership and the category-driving potential of products such as Grilled Cheese No-Hide.”

Valentin-Jucius concluded that Earth Animal plans to continue to innovate, while remaining focused on category leadership. 

“As the category leader in rawhide alternatives, we’re constantly innovating—we aim to ensure retailers never miss an opportunity to capitalize on our next breakthrough innovation, whether it’s as game-changing as our Grilled Cheese No-Hide or our next surprise flavor adventure.”