What The Honest Kitchen does

The Honest Kitchen is a privately held, B Corp-certified pet food company founded in 2002 by Lucy Postins in San Diego, California, that manufactures and sells human-grade dog and cat food, treats, toppers, and supplements. The company pioneered the human-grade pet food category in 2002 and currently operates from a US headquarters with Will Lisman as CEO and Lucy Postins continuing as Founder and Chief Integrity Officer.

The company's product portfolio is organized around three core platforms: (1) Wholemade dehydrated whole-food recipes that require water reconstitution and are priced at approximately one-quarter the daily feeding cost of leading fresh dog food brands; (2) Whole Food Clusters, the proprietary MADEHONEST® dry food produced by cold-pressing, roasting, and gently dehydrating whole-food ingredients into bite-sized clusters, available in Essential, Whole Food, and Protein Plus+ tiers; and (3) chef-crafted wet foods (Butcher Block Pâtes and One Pot Stews) in ten recipes, alongside a broad treats (Goat's Milk N' Cookies, Meaty Littles, Ocean Chews), toppers (Pour Overs, Protein Plus), and supplements (Instant Bone Broth, Instant Goat's Milk Plus) assortment with dedicated cat food lines and limited-ingredient and base-mix formulations for sensitive-stomach pets. All products are manufactured in facilities meeting 21 CFR 117 FDA human-food safety standards and are validated through a Test, Hold & Release quality program running more than 1,500 laboratory tests annually for pathogens, melamine, ethoxyquin, and heavy metals.

The business model is omnichannel: direct-to-consumer sales via thehonestkitchen.com with a subscription program offering a 5% recurring discount and 35% off the first subscription order, supplemented by national retail distribution through Petco, PetSmart, Amazon, and over 9,000 independent pet retailers across the United States. Revenue mechanics are split between one-time purchases (retail and DTC) and recurring subscription revenue. The company has raised a $150 million growth equity round in April 2022 led by Monarch Alternative Capital to fund manufacturing capacity expansion, marketing, ESG initiatives, and cat food portfolio growth, and continues to operate with an active 2025–2026 cadence of new product launches (Protein Plus+ variants, Lamb Clusters, Moon Cheese co-branded treats) and brand campaigns (Westminster Kennel Club, National Dog Week with Cozymeal, 5WPR-driven PR campaigns exceeding 185 million impressions).

Name

The Honest Kitchen

Legal name

The Honest Kitchen

Website

https://thehonestkitchen.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

101–250 employees

Short description

The Honest Kitchen is a privately held, B Corp-certified pet food company founded in 2002 that manufactures and sells human-grade dog and cat food, treats, and toppers via DTC, Petco, PetSmart, Amazon, and 9,000+ independent pet retailers across the United States.

Ownership category

akta.pro rank

Product category

Pet Food

NAICS

Dog and Cat Food Manufacturing (311111), Animal Food Manufacturing (3111)

akta.pro primary industry

Freeze-Dried & Dehydrated Pet Food (AFADAFAD)

akta.pro secondary industries

Frozen & Raw Pet Food (incl. freeze-dried) (CRADAFAD), Dry Pet Food (Kibble) (AFADAFAA), Wet/Canned & Pouch Food (Dog & Cat) (CRADAFAB), Pet Treats & Chews (AFADAFAF)

Keywords

• Human grade pet food
• Dehydrated dog food
• Pet nutrition products
• Cat and dog treats
• Pet meal toppers

Headquarters

HQ city

San Diego

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Direct Product Sales (DTC): Company sells products directly through its e-commerce website thehonestkitchen.com with both one-time purchase and subscription options. Subscription model provides recurring revenue with 5% discount on all orders plus 35% off first subscription.
2. Retail Distribution: Products sold through major pet retailers including Petco, PetSmart, Amazon, and 9,000+ independent pet retailers nationwide. One-time product purchase model through retail channels.
3. Subscription Services: Auto-delivery subscription service allowing customers to schedule recurring shipments. Subscription includes flexibility to change frequency, skip shipments, or cancel anytime through online portal. Provides predictable recurring revenue stream.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

The Honest Kitchen manufactures and sells human-grade pet food, treats, toppers, and supplements for dogs and cats. Its flagship process, MADEHONEST®, cold-presses, roasts, and gently dehydrates whole food ingredients into shelf-stable clusters or dehydrated recipes, produced in FDA-regulated human food facilities. Products are sold direct-to-consumer through the company's own website (with a 5% recurring subscription discount) and via major national pet retailers and 9,000+ independent stores.

Product overview

The Honest Kitchen offers a diversified portfolio of human-grade pet food and treats organized across multiple product formats and sub-brands. The core product lines include: (1) Wholemade Dehydrated Foods - gently dehydrated whole food recipes requiring water reconstitution; (2) Whole Food Clusters - proprietary MadeHonest process dry food in three tiers (Essential, Whole Food, Protein Plus+); (3) Wet Foods - chef-crafted pâtés and stews in ten recipes; (4) Treats - including Goat's Milk N' Cookies, Meaty Littles, Ocean Chews, and jerky products; (5) Toppers and Supplements - Pour Overs, Protein Plus Toppers, Bone Broth, and Goat's Milk Plus. The company also provides dedicated lines for cats and life-stage specific formulations (puppy, adult, senior, small breed). A subscription/rewards program enables recurring delivery. All products share the common differentiator of using 100% human-grade ingredients manufactured in human food facilities, with no corn, wheat, soy, GMO ingredients, or artificial preservatives.

Differentiator

Problem solved

Functional benefit

Brands

• Wholemade: Dehydrated pet food line that requires water reconstitution and is positioned as a shelf-stable alternative to fresh food
• Protein Plus+
• Essential Clusters
• Whole Food Clusters
• MADEHONEST
• Ocean Chews
• Pour Overs
• Smittens

Products and services

• Wholemade Dehydrated Dog Food Gently dehydrated whole-food recipes that are reconstituted by adding warm water, providing a shelf-stable alternative to fresh food at approximately one-quarter the daily cost of leading fresh dog food brands. Available in grain-free and whole grain varieties in multiple protein options (chicken, turkey, beef & oat). A 10 lb box rehydrates to approximately 40 lbs of fresh food.
• Whole Food Clusters (Human-Grade Dry Dog Food) Human-grade dry food produced via the proprietary MADEHONEST® cold-press, roast, and gentle-dehydration process that turns whole-food ingredients into bite-sized clusters for scoop-and-serve convenience without water preparation. Includes Essential, Whole Food, and Protein Plus+ recipe tiers across grain-inclusive and grain-free formulations.
• Protein Plus+ Clusters High-protein, dual-protein dry dog food and meal toppers designed for active dogs and those needing functional nutrition, with added probiotics. Includes Grain Free Chicken Protein Plus Clusters from $34.99 (4 lb) and Grain Free Beef & Chicken Protein Plus Clusters from $39.99 (4 lb), plus Grain Free Chicken with Superfoods and Grain Free Beef with Superfoods toppers.
• Wet Dog Food (Butcher Block Pâtés and One Pot Stews) Chef-crafted, human-grade wet dog food kettle-cooked in small batches, available in two textures (Butcher Block Pâtés and One Pot Stews) across approximately ten distinct recipes.
• Essential Clusters Affordable human-grade dry dog food made with healthy whole grains and high-quality protein via the MADEHONEST® process, positioned as the most accessible entry point to human-grade pet nutrition. Starting price $24.99 for a 5 lb bag, with pricing comparable to premium kibble.
• Goat's Milk N' Cookies Dog Treats Crunchy dog treats made with real goat's milk and wholesome ingredients such as Pumpkin & Cinnamon, Blueberry & Vanilla, and Peanut Butter & Honey, probiotic-packed to support digestion. From $11.99 (8 oz).
• Chicken & Salmon Meaty Littles Training Treats Low-calorie training treats at approximately 2 calories per treat, made with high-quality protein and DHA for brain health, sized for dogs of all breeds as a training and enrichment reward. From $14.99 (4 oz).
• Ocean Chews (Fish Skin Chews) Fish skin-based rawhide alternatives including Crispy Cod Fish Skins and Hearty Wolffish Skins, minimally processed from MSC-certified wild-caught fish, providing a durable chew option.
• Pour Overs (Wet Meal Toppers) Human-grade liquid meal toppers that add flavor, variety, and nutrition to regular dog meals via a pour-over format.
• Protein Plus Grain-Free Toppers (with Superfoods) High-protein dog meal toppers made with simple ingredients such as cage-free chicken, cage-free beef, and superfoods. Protein Plus Grain Free Chicken with Superfoods from $14.99 (12 oz); Protein Plus Grain Free Beef Topper from $19.99.
• Instant Bone Broth (with Turmeric) Supplement Shelf-stable human-grade bone broth made with turmeric, designed as a hydration booster and digestive supplement that can be served alone, mixed with food, or used inside stuffable dog toys.
• Instant Goat's Milk Plus Supplement Probiotic-packed goat's milk supplement in shelf-stable format, used as a meal topper or stand-alone treat to support healthy digestion in dogs and cats.
• Cat Food (Wet, Dehydrated, Whole Food Clusters) Complete line of human-grade cat food including wet foods in minced and Câté textures, dehydrated recipes, and Whole Food Clusters for cats. Made with real muscle meats and fiber-rich ingredients across multiple recipes.
• Limited Ingredient Recipes (Wholemade LID) Wholemade Limited Ingredient dehydrated dog food recipes crafted with just 6 key ingredients plus added vitamins and minerals, designed for pets with protein allergies or sensitivities.
• Wholemade Base Mixes Wholemade dehydrated base mix recipes that allow pet parents to add their own preferred protein, creating customized meals for dogs with specific dietary needs or allergies.
• Subscribe & Save Auto-Delivery Subscription Recurring auto-delivery subscription service for any of The Honest Kitchen's pet food, treat, and topper products, offering 5% off every order after the first and 35% off the first subscription order with code SUBSCRIBE35. Customers can change frequency, skip shipments, or cancel anytime through the online portal.

Quantifiable outcome

• 80% of customers report improved digestion in their pets
• +2 more outcomes

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered minor and core.

• Good ConductminorStrategic or Co-development Partner · 31 January 2026Denver-based creative agency that created the Westminster Week citywide campaign featuring 20-foot inflatable dog installations in NYC. Campaign positioned brand as counter-culture alternative to mainstream beauty standards.
• Moon CheesecoreStrategic or Co-development Partner · 20 January 2026Co-branded collection of four crunchy, high-protein cheese-based dog treats made with 100% real cheese. Launched January 20 for National Cheese Lover's Day. Mirrors human snack experiences while maintaining human-grade quality standards.
• CozymealminorStrategic or Co-development Partner · 4 January 2026Partnership for virtual cooking class experience during National Dog Week 2026, featuring three-course meal preparation for dogs using human-grade ingredients.
• 5WPRminorGTM or Marketing Partner · 9 October 2025PR agency partnership for integrated PR and marketing campaign featuring multi-channel strategies including media outreach, co-branded sweepstakes, and pop-up events, achieving over 185 million impressions.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Stella & Chewy's: Premium freeze-dried and raw pet food brand with comparable human-grade and minimally-processed positioning, overlapping customer base in independent pet retail and DTC, and similar subscription/retail hybrid distribution.
• Open Farm: Human-grade pet food brand with dehydrated, kibble, and wet lines that compete head-to-head with The Honest Kitchen at Petco, PetSmart, and independent retailers; similar sustainability positioning and premium price points.
• Primal Pet Foods: Manufacturer of freeze-dried and frozen raw pet food using similar whole-food, minimally-processed technology, serving overlapping premium and holistic pet parent customer segments through retail and DTC.
• Vital Essentials: Freeze-dried raw pet food and treat manufacturer with comparable production technology (freeze-drying/dehydration) and similar distribution into pet specialty and independent retail channels.
• Grandma Lucy's: Family-owned premium dehydrated and freeze-dried pet food maker with overlapping limited-ingredient and whole-food positioning, sold in similar independent and online channels.

Emerging players

• The Farmer's Dog: Direct-to-consumer fresh human-grade dog food brand that has expanded into toppers and treats, increasingly overlapping with THK on the human-grade narrative and premium pet parent target customer, though distributed primarily DTC.
• JustFoodForDogs: Fresh, human-grade pet food brand with veterinary kitchens and a topper/supplement line that overlaps with The Honest Kitchen on human-grade positioning and pantry-format complementary products.

Broad incumbents

• Freshpet: Public refrigerated/fresh pet food incumbent with national grocery and mass retailer distribution that competes for the same human-grade, fresh-leaning pet parent shopper across overlapping fresh and topper categories.
• Wellness Pet Company: Broad-line premium natural pet food portfolio (kibble, wet, treats) carried in the same Petco, PetSmart, and independent channels, competing on natural positioning at lower price points than human-grade.
• Blue Buffalo: General Mills-owned mass premium pet food brand with national distribution that competes for the natural/holistic pet parent at lower price points, often sharing the same shelf at Petco and PetSmart as The Honest Kitchen.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks4 records

Key highlights6 records

Customer concentration

• Xx.com/honestkitchen
• Facebookfacebook.com/thehonestkitchen

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds3 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Honest Kitchen