Woof

What Woof does

Woof Pet Inc. is a Denver, Colorado-based direct-to-consumer pet products company founded in 2019 that designs and sells dog enrichment toys, dental care devices, and functional treats under the Woof brand. The company's product platform is anchored on the Pupsicle, a refillable, BPA- and phthalate-free natural rubber treat-dispensing toy that pairs with a system of proprietary consumable refills (Pupsicle Pops, Wellness Pops, Birthday Pops, Doggy Dental Mix, Treat Mixes, LickWells, LickMix). Adjacent product lines include the Bite n' Brush dental toy with V-shaped bristles, HonestChew and HonestChew Meaty plant-based splinter-resistant chews, the BullySafe chew holder, and a family of puzzle toys (Walkabout, Flyball, Nomchucks) with matching Puzzle Treats.

Woof monetizes through unit sales and bundled starter packs (Camper Pack, Alpha Pack, Forager Starter Pack) sold primarily at $11.50-$44.99 via mywoof.com, with Subscribe & Save subscriptions offering 10-28% discounts and free shipping over $60 to drive recurring refill revenue. Distribution is multi-channel: the company's own e-commerce storefront, third-party marketplaces (Amazon, Chewy), and wholesale inquiries to pet retailers. Marketing leans on organic social, influencer/affiliate (Roster Affiliate), and earned media placements (Vogue, Time Magazine, USA Today, Refinery29, Real Simple), supported by a Refer-A-Dog rewards community.

The company's product engineering emphasizes safety (non-toxic materials, splinter-resistant plant-based cores) and clinically validated formulations (OraTech dental enzyme blend, Superculture Pet Oral postbiotic sourced via a partnership with Kingdom). Cumulative brand reach is reported at 3M+ dogs using the products, with 200k+ Pupsicle users and single-SKU monthly unit volumes in the 8.5k-22.5k range. Woof is a privately held Delaware C-corp with limited disclosed funding — a $1.69 million SEC Rule 506(b) exempt offering in February 2023 — and operates with a lean team of 1-10 employees.

Name

Woof

Legal name

Woof Pet Inc.

Website

https://mywoof.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Woof Pet Inc. is a Denver-based DTC pet products company that designs and sells dog enrichment toys (Pupsicle), dental care devices (Bite n' Brush), plant-based chews (HonestChew), and recurring refill treats, distributed direct-to-consumer and through Amazon, Chewy, and wholesale to dog owners in the United States.

Ownership category

akta.pro rank

Product category

Pet Products (Dog Enrichment Toys, Dental Care, and Treats)

NAICS

Pet and Pet Supplies Retailers (459910), Toy and Hobby Goods and Supplies Merchant Wholesalers (423920), Dog and Cat Food Manufacturing (311111)

SIC

Wholesale-Miscellaneous Nondurable Goods (5190)

akta.pro primary industry

Pet Toys & Enrichment Retail (CRALAHAE)

akta.pro secondary industries

Treats & Chews (CRADAFAE), Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick) (CRALAHAC), Pet Toys, Training & Enrichment Products Distribution (CRAOAKAE)

Keywords

• Dog enrichment toys
• Pet dental care
• Dog chew products
• Pet subscription boxes
• Dog treat refills

Headquarters

HQ city

Denver

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: Direct-to-consumer sales of dog toys and treats through e-commerce website, with individual product purchases and bundled offerings. Products include enrichment toys (Pupsicle, Bite n' Brush, HonestChew), consumable refills (Pops, Mixes, Dental products), and accessories. Subscription model available through Subscribe & Save for recurring deliveries with 10-28% discounts.
2. Retail Distribution: Wholesale and marketplace sales through major pet retail platforms including Amazon and Chewy, reaching customers through third-party e-commerce channels.
3. Wholesale B2B: Wholesale inquiries available for retailers interested in stocking Woof products, including dedicated wholesale contact channels.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Woof designs, brands, and sells dog enrichment toys, dental care products, and functional treat refills under its own Woof Pet, Inc. brand. Its flagship The Pupsicle is a refillable, non-toxic natural rubber treat dispenser that anchors a recurring-refill ecosystem of premade treats, DIY mixes, dental formulations, and complementary puzzle and chew toys. Products are sold direct-to-consumer via mywoof.com, through Amazon and Chewy marketplaces, and via wholesale to pet retailers.

Product overview

Woof is a pet products company specializing in dog enrichment toys, dental care products, and functional treats. The core product is The Pupsicle, an interactive refillable treat dispenser that serves as the platform for a system of compatible treats and accessories. The product portfolio is organized around four key pillars: Daily Enrichment (Pupsicle-based products for extended play), Safer Chewing (plant-based HonestChew and meat-coated HonestChew Meaty, plus BullySafe holders), Dental Health (Bite n' Brush toys and Doggy Dental Mix), and Forager/Play products (puzzle toys like Walkabout, Flyball, Nomchucks, plus compatible Puzzle Treats). The ecosystem includes various refill products (Pupsicle Pops, Wellness Pops, Birthday Pops, Calming Pops), DIY mixes (Pupsicle Mix, Doggy Dental Mix, LickWells, LickMix), and bundled starter packs. Products are primarily sold through the company's website and major pet retailers like Amazon and Chewy, with manufacturing in the USA for treats and vetted facilities for toys.

Differentiator

Problem solved

Functional benefit

Brands

• Pupsicle: Interactive treat toy that opens in the middle for filling with treats, designed to provide long-lasting enrichment for dogs
• Bite n' Brush
• HonestChew
• HonestChew Meaty
• BullySafe
• Pupsicle Pops
• LickWells
• LickMix
• Walkabout
• Flyball
• FlipMat
• Poomergency

Products and services

• Pupsicle Interactive, refillable treat dispenser toy made from non-toxic, BPA- and phthalate-free natural rubber; opens in the middle for filling, cleaning, and reuse, providing 30+ minutes of enrichment per use. Compatible with various refill products including Pupsicle Pops and DIY mixes.
• Bite n' Brush Dental toy with V-shaped bristle design that enables dogs to brush their own teeth while chewing treats; special bristles scrub plaque and tartar from all sides of teeth. Designed for light chewers with refill dental treats containing peppermint, parsley, and kelp.
• HonestChew Ultra-durable, nylon-free chew toy made from food-grade, plant-based ingredients (cellulose, vegetable oil, vegetable broth); splinter-resistant and hypoallergenic alternative to rawhide and traditional bones that flakes rather than splinters.
• HonestChew Meaty Beef-coated version of HonestChew featuring real slow-baked beef with cross-hatch grill marks over a splinter-resistant, petroleum- and nylon-free plant-powered core; designed for moderate chewers. Available in Antler or Y-Gnawt shapes with 18-month shelf life.
• BullySafe Durable chew holder designed to extend bully stick playtime and reduce choking hazards; works with Free Range Bully Sticks and provides safer chewing experience for power chewers.
• Free Range Bully Sticks Single-ingredient protein-rich bully sticks made from free-range, grass-fed cattle; odor-free with dental health benefits as chewing helps clean plaque and tartar. Available in 6-inch and 12-inch lengths in packs of 5, 10, or 25 sticks.
• Walkabout 2-in-1 rolling slow feeder and treat puzzle toy with adjustable dial to fit kibble or treats; quiet, scuff-resistant design providing 5x more activity than regular slow feeders for indoor enrichment.
• Flyball 2-in-1 fetch ball and puzzle toy combining outdoor exercise with indoor brain games; features hidden treat chambers for problem-solving fun. Launcher-friendly design available in three colors.
• Nomchucks 2-in-1 tug toy and treat puzzle combining durable rubber handles with hidden treat chambers; three difficulty levels with tooth-friendly, scuff-resistant design for extended play.
• FlipMat Textured silicone lick mat with 1 tsp dosing rings for portioning supplements and spreads; textured surfaces encourage slower licking for extended calming enrichment. Dishwasher safe and freezer compatible.
• The LickMat Silicone-based lick mat for spreading treats, supplements, or peanut butter; works with LickWells and LickMix products for calming and dental benefits.
• Pupsicle Pops Premade, shelf-stable, long-lasting treats designed for The Pupsicle dispenser; made with 10 high-quality ingredients including peanut butter, chicken plasma, beef tallow, and blueberry powder. 2-3x longer lasting than frozen treats. Available in Small, Large, and X-Large sizes with Chicken and Beef flavors.
• Doggy Dental Mix First-of-its-kind dental solution using OraTech dental enzyme blend and clinically-backed canine oral health postbiotic to control plaque and tartar; turns the Pupsicle into a teeth-cleaning powerhouse with 20+ minutes of extended enzymatic contact time.
• Bacon & Cheese Pupsicle Mix DIY treat mix requiring only water addition; makes 20+ pops per bag when frozen in the Pupsicle Treat Tray. Features beef powder, flaxseed, cheddar cheese, bacon fat, and real meat ingredients. Lower-calorie alternative to pre-made pops.
• All-In-1 Wellness Pops Multivitamin-infused long-lasting treats for The Pupsicle with 16 powerhouse ingredients including Magnesium, Vitamin A, B12, plasma, brewers yeast, flax, blueberry powder, and Vitamin E. Provides 20-40 minutes of play with whole body support for joint, coat, brain, and body function.
• Birthday Pops Celebratory Pupsicle treats made with goat milk and dog-safe rainbow sprinkles; feature peanut butter, tapioca, goat milk powder, and natural flavors. Designed for birthdays, Gotcha Days, or special celebrations providing 30+ minutes of party per pop.
• Calming Wellness Pops Long-lasting Pupsicle refills infused with naturally calming nutrients including Passion Flower, Magnesium, and Tryptophan; supports stress relief and relaxation for fireworks, thunderstorms, BBQs, and other stressful events with real bacon flavor.
• LickWells (Pumpkin Butter) Ready-to-squeeze spreads made with real pumpkin, peanut butter, and flaxseed; each shelf-stable pouch contains 20+ servings with resealable cap. Supports digestion with versatile serving options including on lick mats, as meal toppers, or straight from the pouch.
• Bacon & Cheese LickMix Scoop-and-mix powder that creates jello-like consistency when water is added for spreading on lick mats; made with cheddar cheese, bacon fat, beef gelatin. Designed for calm with 10+ uses per bag. No freezer required.
• Doggy Dental LickWells Dental hygiene lickable spread featuring postbiotics and OraTech dental enzyme blend; supports clean teeth, healthy gums, and fresher breath. Can be used on lick mats, enrichment toys, or as a meal topper.
• Calming Support LickWells Soothing, lickable supplement containing naturally calming L-Tryptophan, L-Theanine, and GABA; great for stress relief during storms, car rides, or vet visits. Made for real-life moments from bathtime to road trips.
• Woof Puzzle Treats Air-dried protein-rich treats made with real chicken and brown rice; perfectly sized for Woof puzzle toys (Nomchucks, Walkabout, Flyball) with approximately 1.6 calories per treat. Approximately 50 treats per 5oz bag.
• Bite n' Brush Refills

Quantifiable outcome

• 26% reduction in bad breath compounds within 14 days
• +4 more outcomes

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Two partnerships are on record, tiered minor.

• DinoviteminorOthersDinovite is one of more than a dozen pet food and supplement brands using Kingdom's Superculture Pet Oral postbiotic ingredient alongside Woof.
• Native PetminorOthersNative Pet is one of more than a dozen pet food and supplement brands using Kingdom's Superculture Pet Oral postbiotic ingredient alongside Woof.

Scale indicators11 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Native Pet: DTC pet wellness brand offering functional supplements, toppers, and treats. Already shares a Kingdom Superculture postbiotic partnership with Woof; comparable on clinically-validated wellness positioning.
• Stella & Chewy's: Premium raw and natural pet food/treat brand. Comparable on natural ingredient positioning for treats and chew products (Free Range Bully Sticks, HonestChew Meaty).
• Pet Honesty: DTC pet wellness brand focused on supplements, dental, and functional treats. Comparable on the supplement/dental enrichment side (LickWells, Dental Mix) and similar premium-DTC positioning.

Direct peers

• Petstages: Dog toy company specializing in enrichment, dental, and interactive toys (including IQUI line). Direct overlap with Woof's Bite n' Brush dental toy category.
• KONG: Iconic dog toy brand known for the durable rubber KONG Classic. Most directly comparable to Woof on enrichment/durability dog toys, with similar retail channels and a refillable toy concept that predates Woof's Pupsicle.
• Benebone: DTC-first brand specializing in durable, flavored chew toys for power chewers. Directly comparable to Woof's HonestChew and BullySafe categories, with similar premium positioning.
• Outward Hound: Major pet product brand offering enrichment puzzles, treat-dispensing toys, and durable chews. Closely comparable to Woof's Walkabout, Flyball, and Nomchucks puzzle toy lines.
• ZippyPaws: Pet toy brand with strong presence in plush, enrichment puzzles, and interactive toys. Overlaps with Woof on enrichment and interactive play SKUs sold through Amazon/Chewy.
• Earth Animal (No-Hide): Natural pet brand whose No-Hide chews are a direct alternative to rawhide and synthetic chews. Closely comparable to Woof's HonestChew positioning on natural, splinter-resistant chews.

Broad incumbents

• BARK (BarkBox / Super Chewer): Subscription-based DTC pet brand offering toys, treats, and chews through monthly boxes. Comparable subscription and DTC motions, broader portfolio, and significantly larger scale than Woof.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/mywoofpet
• LinkedInlinkedin.com/company/woofpetinc

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds2 records

Investors2 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 Woof