BetterBone Rolls Out New Look Following SuperZoo Feedback, Supporting Next Stage of Company Growth

“You Asked. We Listened.” Award-Winning Plant-Based Dog Chew Brand Introduces New Packaging, Digital Tools, Retail Support and Education as BetterBone Expands Its Team, Capabilities and Global Footprint

BetterBone®, the award-winning creator of safer, plant-based dog chews, is building on the strong response to its new brand look and expanded platform, which rolled out in August and was showcased to the pet industry at SuperZoo 2026.

The evolution is BetterBone’s most comprehensive to date, introducing redesigned packaging, a refreshed visual identity and website, an expanded retailer and distributor portal, enhanced merchandising and promotional materials, and new education tools. Following conversations with retailers, distributors, and industry partners at and after SuperZoo, BetterBone is continuing to build on those investments with a simple philosophy: You asked. We listened.

“SuperZoo gave us an incredible opportunity to put the new BetterBone experience in front of our partners and, more importantly, listen to them,” said Chisholm Weaver, CEO and Co-Founder of BetterBone. “The response was incredibly positive, but we also came away with valuable feedback about what retailers and distributors need from us as we grow. We’re taking that feedback and putting it into action.”

More than a visual refresh, BetterBone’s evolution was designed to make the brand easier to understand, shop, recommend, merchandise, and sell. Updated packaging helps pet parents more confidently identify the BetterBone product best suited to their dog based on size, chewing density, flavor, and intended use, while expanded retail tools provide clearer product differentiation, stronger shelf communication, and greater associate education.

Growing on the Outside and the Inside

The evolution comes at a pivotal time for BetterBone as the company experiences significant external and internal growth.

Externally, BetterBone continues to expand its retail, distribution, and international footprint, supported by increased European manufacturing capabilities, patent-pending manufacturing innovation, and continued product development. Increased scale and operational efficiencies have also enabled the company to reduce pricing by nearly 20%, helping make premium, plant-based chews more accessible to more dogs and their families.

Internally, BetterBone is growing the team and infrastructure necessary to support that expansion. The company has added talent across sales, marketing, social and community engagement, operations and other key functions while investing in new systems, educational resources and partner support.

“Our growth in the marketplace has to be matched by growth inside our company,” Weaver added. “As we enter new markets, introduce new products and work with more retail and distribution partners, we’re equally focused on building the people, tools and infrastructure to support them. We want to grow with our partners, not simply grow around them.”

Based in part on feedback and conversations with its retail community, BetterBone is continuing to expand the suite of tools available to partners, including:

• Redesigned product packaging with clearer communication around size, chewing density, flavor, and product use
• A refreshed BetterBone website featuring improved product education and navigation
• A centralized retailer and distributor partner portal
• Updated sell sheets, product guides and sales presentations
• New lifestyle photography and downloadable digital marketing assets
• Retail displays, clip strips, shelf talkers, wobblers and additional point-of-purchase materials
• Promotional resources supporting launches, seasonal programs and in-store activation
• Updated trade show and retail merchandising materials
• An expanded B2B and DTC social media strategy
• Store associate training and product education videos launching Fall 2026

“We’ve always believed BetterBone had an exceptional product. This rebrand wasn’t about changing who we are; it was about making our brand finally reflect the same level of innovation, quality, and care that’s always gone into every product we make,” said Sarah Morrow, Head of Brand Marketing at BetterBone. “We wanted to create a brand that’s more approachable and inspiring, helping pet parents feel confident that choosing something better for their dog can also be better for the planet. Sustainability shouldn’t feel complicated or intimidating, and we’re excited to make those better choices easier to understand, more accessible and a whole lot more fun.”

The company’s retailer and distributor portal gives partners one centralized destination for product information, sales resources, merchandising materials, logos, photography, digital content and educational tools. BetterBone will continue adding resources to the platform based on its partners’ evolving needs and feedback.

The refreshed brand platform also supports BetterBone’s expanding product portfolio, including BetterBone GO, the company’s new plant-based product designed for tossing, training, and interactive play.

“SuperZoo reinforced that BetterBone is entering an exciting new stage,” Weaver said. “Our partners are telling us what they need, and we’re listening. Whether that means clearer packaging, stronger merchandising support, more education, new products or more people behind the scenes, our goal is to make BetterBone an increasingly valuable partner while continuing to create better choices for dogs and the people who love them.”

BetterBone’s refreshed brand, website and partner resources launched in August 2026, with updated packaging, merchandising tools, educational resources and additional partner support continuing to roll out across retail and distribution channels.

For more information, visit www.thebetterbone.com.