Global Pet Expo Takeaways: Dog Chews and Treats

Pet parents are more discerning and ingredient-focused than ever. At Global Pet Expo, dog chew and treat brands showcased how innovation and ingredient transparency are coming together to meet that demand.

“The message we most want retailers to take home from Global is simple: Icelandic+ is built for your best customers,” said Kersti Lee, Vice President of Product and Brand Development for Icelandic+. “The pet parent who reads labels, who asks where ingredients come from, who seeks limited-ingredient products they can feel good about giving their pet, that’s our customer, and we’re here to help your business win them over and keep them coming back.”

“What had us most energized at the show was the breadth of our full line paired with our newest launches,” Lee continued. “We debuted several new items at Global, including our Soft & Chewy Bites, made with fresh protein, whole fruit and Icelandic kelp for both dogs and cats. And our Viking Boost Meal Toppers, single-ingredient functional enhancers with real, nutritional benefits. Both formats are new to the brand and represent a meaningful expansion for retailers looking to grow their Icelandic+ set.”

Treat Planet is known for disrupting the dog treats category with nutrient-packed solutions. “Treat Planet has always been at the cutting edge of pet treat innovation,” said CEO Sebastian Siethoff. “We strive to always bring new provocations to the industry. We don’t follow, we lead. We are excited about our decorated cookie portfolio, as we have deeper customization capabilities behind it than anybody else in the industry. We are also extremely excited about our collagen and protein stick solutions. We believe the industry will continue to follow prevalent human nutrition trends.”

“NPIC’s core message for retailers is our continued leadership in functional, innovation-driven chews,” said VP of Sales and Marketing, Sam Chen. “We are proud to lead the market with our N-Bone Puppy Teething Rings, which remain a trusted staple for the teething stage. Building on that trust, we are excited to showcase two new breakthroughs. First, N-Bone Paw-ssemble is a unique 4-piece edible treat that snaps together into an interactive chew ball for dogs of all ages. It bridges the gap between playtime and dental health, and is available in three delicious flavors: Smoky BBQ, Crispy Bacon, and Smooth Peanut Butter. We are also introducing Mega-Bone, our ultimate long-lasting solution in the ‘Occupier’ category. Designed for dogs with insatiable chewing needs, Mega-Bone is crafted with natural ingredients to keep even the most determined chewers entertained and satisfied. From puppy essentials to interactive play and durable satisfaction, NPIC offers a complete portfolio for every chewing need.”

“The most important takeaway for retailers is that Vitakraft is bringing something truly differentiated—and incremental—to the dog treat category: authentic, meat-first treats that align with how today’s pet parents actually shop and treat their dogs,” said Jim Gorrell, VP of Marketing for Vitakraft. “We were especially excited to showcase our meat-focused portfolio because it delivers on the three things that matter most to consumers—taste, quality ingredients, and purpose-driven treating. With MeatyStick and MeatyBits, we’re not just entering the category—we’re addressing clear gaps within it.”

“MeatyStick taps into the everyday treating routine with individually wrapped sticks that deliver freshness, convenience, and a premium experience in a format that’s underdeveloped but growing,” Gorrell continued. “At the same time, MeatyBits provides a high-value training solution with real meat as the No. 1 ingredient and a variety of premium flavors that dogs crave.”

What really sets Vitakraft apart is its manufacturing process. Gorrell said, “These products are slow-smoked over real beechwood, not flavored with liquid smoke, and made without added sugar, preservatives or artificial ingredients. That’s a meaningful point of difference in a crowded set. Ultimately, we want retailers to see Vitakraft as a credible, high-quality partner in dog treats—bringing proven global expertise in treats and translating it into products that can drive incremental growth, trade-up, and strong repeat purchase in their category.”

Global was a very productive show for the Charlee Bear brand. “The strongest performance came from our Nuggets and Necessities Toppers, which continue to resonate as functional, low-calorie solutions that fit seamlessly into daily routines,” said Rob Cadenhead, General Manager at Gott Pet Products. “Retailers responded particularly well to the clear ‘job to be done’ positioning—training, treating, and functional support—all in simple, approachable formats.”

“Equally important, we had a high quality of meetings—with key distributors, international partners, and mass and specialty retailers—which we expect to convert into meaningful new distribution and expanded placements in 2026,” Cadenhead said. “And topping off the week, we hosted a Pup Pop-Up Bar that was a standout hit with our pup ambassadors. Charlee Bear’s functional treats kept our hard-working companions happy and energized.”

The brands that stood out showed how transparency and real functional value can come together to keep both pets and pet parents satisfied.