Pet Krewe

What Pet Krewe does

Pet Krewe is a New Orleans-based, privately held pet products company that operates two distinct product lines: pet costumes and accessories (the original business) and premium pet nutrition (added in 2022). The nutrition business is organized under two sub-brands — Salty Cat for cats and Ella's Best for dogs — both positioned on clean, limited-ingredient formulations featuring real animal protein and free-from artificial additives, corn syrup, and fillers. Within Salty Cat, the company has built out a portfolio spanning wet food, freeze-dried treats, lickable puree tube treats (including the VitaCat functional sub-brand for calming and skin/coat support), and Benefit Booster formulas targeting urinary, digestive, and weight management. Ella's Best offers wet dog food in paté and gravy formats across multiple proteins. All products meet AAFCO nutritional requirements.

The business model is straightforward one-time-product CPG commerce with no subscription or recurring component. The company sells direct-to-consumer through PetKrewe.com (with free shipping over $35 and international shipping available), through mass-market retail via Dollar Tree and other nationwide partners, through an official TikTok Shop, and through a B2B wholesale program offering low minimums and marketing support. Target customers are U.S. pet parents — primarily cat owners seeking premium-but-affordable nutrition and a secondary segment of pet parents interested in costume purchases for holidays and special occasions. Marketing relies on content (educational blog), email, and broad organic social across Instagram, TikTok, Facebook, Pinterest, and X. The company has no proprietary technology platform, no app, and no API; differentiation rests on brand portfolio, ingredient positioning, and distribution breadth rather than technology. Total disclosed funding to date is approximately $1.31M across five small rounds (2018-2026), and headcount remains in the 1-10 range, indicating a lean, bootstrapped operation.

Name

Pet Krewe

Legal name

Pet Krewe

Website

https://petkrewe.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

Pet Krewe is a New Orleans-based, privately held CPG brand selling pet costumes plus premium nutrition under its Salty Cat (cat food/treats) and Ella's Best (dog food) sub-brands via DTC, Dollar Tree, TikTok Shop, and wholesale to U.S. pet parents.

Ownership category

akta.pro rank

Product category

Pet Food and Accessories

NAICS

Dog and Cat Food Manufacturing (311111)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Wet/Canned & Pouch Food (Dog & Cat) (CRADAFAB)

akta.pro secondary industries

Functional & Veterinary Diet Pet Food (CRADAFAF), Pet Treats & Chews (AFADAFAF), Pet Toys & Enrichment Retail (CRALAHAE)

Keywords

• Pet food products
• Pet costumes
• Natural cat food
• Premium dog food
• Pet accessories

Headquarters

HQ city

New Orleans

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, Operations, Personnel, Technology or R&D

Revenue model

1. Direct E-commerce Sales: Direct-to-consumer online sales through PetKrewe.com website, offering the full product catalog including Salty Cat and Ella's Best lines with free shipping on orders over $35
2. Retail Distribution: Sales through major retailers nationwide including Dollar Tree, and select retailers for Ella's Best dog food
3. Wholesale/B2B: Wholesale program for retailers and distributors with premium products, reliable fulfillment, low minimums, and marketing support
4. TikTok Shop Sales: Sales through official TikTok Shop offering exclusive deals, customer reviews, and live demos

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

Pet Krewe designs, manufactures, and sells premium natural pet food and pet costumes through its website, wholesale channels, and major retailers. Its product portfolio includes Salty Cat (cat food, treats, puree tubes, and functional benefit boosters) and Ella's Best (wet dog food), as well as themed pet costumes for Halloween, holidays, and special occasions. Products emphasize clean limited ingredients, real animal protein, and affordability, with nationwide distribution through Dollar Tree and other retail partners.

Product overview

Pet Krewe is a New Orleans-based pet brand offering two primary product lines: Salty Cat (natural cat food and treats) and Ella's Best (premium dog food), both featuring limited ingredients, real animal proteins, and no artificial additives. The company also sells pet costumes and accessories. Salty Cat encompasses wet food, freeze-dried treats, functional puree treats (including VitaCat sub-brand for targeted health benefits), and benefit boosters for urinary, digestive, and weight management support. Ella's Best provides wet dog food in paté and gravy formats across multiple protein options. Both brands emphasize affordability while delivering premium nutrition.

Differentiator

Problem solved

Functional benefit

Brands

• Salty Cat: Premium line of natural cat food and treats made with clean, limited ingredients and real animal protein.
• Ella's Best

Products and services

• Salty Cat Premium natural cat food and treats sub-brand featuring wet food, freeze-dried treats, functional puree tube treats, and benefit boosters for urinary, digestive, and weight support. Made with clean limited ingredients and real animal protein, sold to cat owners seeking affordable premium nutrition.
• Ella's Best Premium natural dog food sub-brand offering wet dog food in paté and gravy formats with proteins including chicken, beef, lamb, and duck. Crafted without fillers, corn syrup, added sugars, or artificial preservatives, sold to dog owners seeking wholesome nutrition at accessible prices.
• Pet Krewe Costumes Pet costumes and accessories line featuring themed costumes for cats and dogs across diverse sizing options for Halloween, holidays, and special events, sold to pet owners who enjoy dressing up their pets.
• VitaCat by Salty Cat Functional cat treat sub-brand under Salty Cat offering specialized creamy tube treats targeting specific health benefits including skin and coat health and calming properties.
• Salty Cat Purée All Day Grain-free lickable puree tube treats for cats available in multiple protein varieties (tuna, salmon, chicken). Designed for hydration support, high-protein nutrition, and grain-free feeding in single-serve pouches.
• Salty Cat Benefit Booster Functional wet cat food line featuring weight management, urinary support, and digestive support formulas with added L-carnitine, fiber, and targeted nutrients for specific feline health needs.
• Salty Cat Mince Premium wet cat food in mince format with real proteins (duck, ocean fish, salmon) slow-cooked in nutritious broth. Complete and balanced meals for adult cats supporting muscle health, coat condition, and hydration.
• Ella's Best Wet Dog Food Premium wet dog food available in paté and gravy dinner formats with proteins including chicken, filet mignon beef, bacon and cheese, lamb, duck, and roast beef. Formulated for adult dogs with limited ingredients.

Quantifiable outcome

• Free shipping on orders over $35
• +1 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Dollar TreecoreChannel Partner/ Reseller/ DistributorDollar Tree serves as a major retail distribution partner for Pet Krewe's Ella's Best dog food and Salty Cat cat food products, making the brands accessible to mass-market consumers at affordable price points. Products found at Dollar Tree include Ella's Best Roast Beef Dinner in Gravy, Ella's Best Chicken Pot Pie, and Salty Cat wet cat food varieties.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Tiki Cat: Premium wet cat food brand sold in pouches and cans with high-protein, human-grade positioning. Direct comparable to Pet Krewe's Salty Cat line on format (wet pouches), price tier, and ingredient-quality positioning.
• Wellness Pet Food: Natural wet and dry cat and dog food brand with similar 'no fillers, real protein' positioning. Highly comparable to both Salty Cat and Ella's Best on ingredients philosophy and limited-ingredient claims.
• Blue Buffalo: Premium natural pet food brand owned by General Mills with broad wet and dry cat/dog food lines and a 'natural / no artificial' brand story. Closely mirrors Pet Krewe's overall brand positioning and natural-ingredient claims at a much larger scale.
• Rachael Ray Nutrish: Mass-market natural dog food brand positioned at accessible price points across retail including discount channels. Direct overlap with Pet Krewe's Ella's Best line on dog food positioning, mass retail distribution model, and 'affordable premium' pitch.
• Rubie's Costumes: Largest U.S. costume manufacturer and wholesaler, including a well-established pet costume line sold through mass and seasonal retail. Direct overlap with Pet Krewe's core costume product line on category, distribution, and seasonal demand profile.

Broad incumbents

• Fancy Feast (Nestlé Purina): Dominant mass-market wet cat food brand sold across all major retailers including discount channels like Dollar Tree. Closely comparable to Salty Cat's mass-channel wet-cat-food positioning despite much larger scale and lower price tier.
• Sheba (Mars Petcare): Premium wet cat food brand owned by Mars Petcare with a 'restaurant-quality cuts in gravy' positioning similar to Salty Cat Mince. Overlaps on wet cat food format and upscale positioning for the premium mass channel.
• Hill's Pet Nutrition: Science-led functional pet nutrition brand owned by Colgate-Palmolive; particularly overlaps with Pet Krewe's Benefit Booster line on urinary, digestive, and weight-management functional diets though at prescription/vet-channel scale.
• Royal Canin (Mars Petcare): Premium breed- and life-stage-targeted cat and dog nutrition owned by Mars Petcare. Comparable to Pet Krewe on functional nutrition positioning and wet-form products, though distributed primarily through vet channels.

Emerging players

• American Journey (Chewy house brand): Chewy-owned natural pet food brand with wet and dry cat and dog lines marketed DTC-first at accessible prices. Mirrors Pet Krewe's affordable-natural positioning and DTC-led acquisition model while leveraging Chewy's marketplace gravity.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/petkrewe
• Facebookfacebook.com/PetKrewe
• Instagraminstagram.com/petkrewe
• Pinterestpinterest.com/petkrewecostumes
• TikToktiktok.com/@petkrewe

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds5 records

Investors5 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 Pet Krewe