Blue Pet

What Blue Pet does

Blue Pet Co. Ltd is a privately held Irish direct-to-consumer pet nutrition company founded in 2021 and headquartered in Tralee, County Kerry. It sells daily nutritional supplements for dogs, distributed primarily across the European Union and United Kingdom through its own e-commerce storefront (bluepetco.com). Its offering is built on three proprietary Irish seaweed bioactive complexes — PhyCoidan™ (joint/mobility), PhytoMara™ (skin/coat) and PhytoDent™ (dental/oral) — produced via a described molecular-level extraction process and packaged across chews, dental sticks, topper powders, and nutrition bars (GoFuel™).

The company operates a hybrid one-time purchase and subscription model, with monthly Wellness Plans priced at €21.75–€31.95 bundling core supplements with seasonal boosters, an at-home Kidney-Chek diagnostic kit, an annual Kong toy, a storage canister, and member-only access to Dogtor Koda, a WhatsApp-delivered AI wellness assistant built on OpenAI and Twilio. Checkout is processed via Stripe (with Revolut Pay integrated for EU/UK) and orders over €/£35 or Wellness Plan subscriptions ship free. Beyond DTC, Blue Pet runs a wholesale programme ('Partner with us') for independent pet retailers and veterinarians, and markets through content (blog, email, SEO), social (Instagram, Facebook, LinkedIn, TikTok), and earned media in The Independent, The Times, Vanity Fair, Irish Independent and Irish Examiner.

The company holds industry affiliations including the Pet Industry Federation (PIF), 1% for the Planet (commits 1% of revenue), and the LEAP Venture Studio accelerator, alongside animal-welfare partnerships (My Lovely Dog Rescue, Wexford SPCA) under the Fair Shake Initiative. It reports 5,000+ customers and 500+ five-star reviews, employs 1–10 people, and has disclosed one funding event: a $200,000 raise in February 2023 from Leap Venture Studio and Michelson Impact Ventures. Dr. Bobby Ortiz (DVM, "Dr. Bob") serves as Lead Veterinary Advisor.

Name

Blue Pet

Legal name

Blue Pet Co. Ltd

Website

https://bluepetco.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

Blue Pet Co. is a private Irish direct-to-consumer brand selling Irish-seaweed-based daily supplements for dogs (joint, skin, dental) across the EU and UK, primarily through monthly Wellness Plan subscriptions and its bluepetco.com storefront.

Ownership category

akta.pro rank

Product category

Pet Supplements and Nutrition

NAICS

Pet and Pet Supplies Retailers (45991), Food (Health) Supplement Retailers (456191), Animal Food Manufacturing (31111)

SIC

Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Species-Specific Supplements (Dog/Cat/Other Companion Species) (HLAMALAN)

akta.pro secondary industries

Specialty & Condition-Specific Nutraceuticals (e.g., Liver, Eye, Endocrine) (HLAMALAO), Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick) (CRALAHAC)

Keywords

• Dog joint supplements
• Pet skin coat chews
• Canine dental sticks
• Dog wellness subscription
• Seaweed pet nutrition

Headquarters

HQ city

Tralee

HQ country

Ireland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Wellness Plans (Subscription): Monthly subscription model providing 60 daily servings of supplements along with seasonal boosters, AI vet support via Dogtor Koda, storage canister, at-home Kidney-Chek kidney test, and annual Kong toy. Plans are priced at €21.75-€31.95/month depending on product type, with free delivery for members.
2. Individual Product Purchases: One-time purchases of supplements (chews, sticks, and powders) and nutrition bars (GoFuel). Products include GoShine (€9.95-€18.95), GoActive (€5.95-€18.95), GoSmile (€5.95-€19.95), and GoFuel boxes (€49.95). Subscription option available for 7-10% savings.
3. Wholesale/Partnership: Business partnerships with independent pet retailers, veterinarians, and distributors. The 'Partner with us' page indicates wholesale and collaboration opportunities exist for the independent trade.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

Blue Pet Co. manufactures and sells a range of daily dog supplements—chews, dental sticks, topper powders, and nutrition bars—formulated around proprietary Irish seaweed bioactive complexes (PhyCoidan, PhytoMara, PhytoDent) targeting joint/mobility, skin/coat, and dental/oral health. Products are sold direct-to-consumer via bluepetco.com across the EU and UK either as one-time purchases or as monthly Wellness Plan subscriptions that bundle supplements, seasonal boosters, an at-home Kidney-Chek test, and access to Dogtor Koda, a WhatsApp-delivered AI pet wellness assistant.

Product overview

Blue Pet Co. offers a portfolio of seaweed-powered daily dog supplements formulated around three proprietary Irish seaweed bioactive complexes: PhyCoidan™ (joints/mobility), PhytoMara™ (skin/coat), and PhytoDent™ (dental/oral health). Products are available in two delivery formats — chewable tablets and daily topper powders — and are sold either as one-time purchases or through monthly Wellness Plans. The Wellness Plans bundle the core supplement with seasonal booster supplements, 24/7 AI Pet Support via Dogtor Koda (a WhatsApp-delivered AI wellness assistant), a storage canister, an at-home Kidney-Chek test kit, and a Kong toy, providing a total care subscription system for everyday dog health. GoFuel™ Nutrition Bars serve as a complementary pet food for energy and joint nutrition.

Differentiator

Problem solved

Functional benefit

Brands

• Dogtor Koda: AI-powered virtual pet wellness assistant delivered through WhatsApp for member wellness plan subscribers.

Products and services

• GoActive Chews Daily chewable dog supplement powered by PhyCoidan, a proprietary Irish seaweed complex, designed to support joint health, flexibility, mobility, and energy in dogs.
• GoShine Chews Daily chewable dog supplement powered by PhytoMara, a proprietary Irish seaweed complex, designed to support healthy skin, coat growth, and reduce itching in dogs.
• GoSmile Dental Sticks Daily dental chew sticks formulated with PhytoDent, a dual-seaweed bioactive complex rich in fucoidan, to support healthy gums, reduce plaque and tartar, and freshen breath in dogs.
• GoActive Powder Daily topper powder for dogs powered by PhyCoidan to support joint, cartilage, and connective tissue health and promote mobility; sprinkled onto food.
• GoShine Powder Daily skin and coat topper powder powered by PhyCoidan and PhytoMara, designed to support healthy skin, reduce shedding, and promote a fuller, shinier coat.
• GoSmile Powder Daily oral health powder formulated with PhytoDent to maintain healthy teeth and gums, reduce plaque and tartar, and freshen breath.
• GoActive Wellness Plan Monthly subscription delivering 60 servings of GoActive chews with seasonal GoSmile and GoShine boosters, 24/7 AI Pet Support (Dogtor Koda), storage canister, at-home Kidney-Chek test, Kong toy, and member pricing with free delivery.
• GoShine Wellness Plan Monthly subscription delivering 60 servings of GoShine chews with seasonal boosters, 24/7 AI Pet Support (Dogtor Koda), storage canister, Kidney-Chek test, Kong toy, member pricing, and free delivery, saving €235 in extras within the first year.
• GoSmile Wellness Plan Monthly subscription delivering 14 dental sticks plus GoFuel and GoShine boosters, 24/7 AI Pet Support (Dogtor Koda), storage canister, Kidney-Chek test, Kong toy, member pricing, and free delivery.
• GoActive Powder Wellness Plan Monthly subscription delivering 60 servings of GoActive powder with seasonal GoShine booster chews, 24/7 AI Pet Support (Dogtor Koda), storage canister, Kidney-Chek test, Kong toy, member pricing, and free delivery.
• GoShine Powder Wellness Plan Monthly subscription delivering 60 servings of GoShine powder with seasonal boosters, 24/7 AI Pet Support (Dogtor Koda), storage canister, Kidney-Chek test, Kong toy, member pricing, and free delivery.
• GoSmile Powder Wellness Plan Monthly subscription delivering 60 servings of GoSmile powder with GoFuel and GoActive boosters, 24/7 AI Pet Support (Dogtor Koda), storage canister, Kidney-Chek test, Kong toy, member pricing, and free delivery.
• GoFuel Nutrition Bars Box of 24 pumpkin-flavoured nutrition bars for dogs, formulated with PhyCoidan bioactive plus vitamins C and D3, providing 150 kcal per 50g bar to support joint health, cartilage, and connective tissue; packed in compostable wrappers.
• Dogtor Koda AI Wellness Support AI-powered virtual pet wellness assistant delivered through WhatsApp that provides 24/7 general wellness guidance on itchy skin, digestive issues, mobility concerns, gland health, quality of life, and behaviour changes, built on UK and Irish veterinary protocols and available exclusively to active Wellness Plan members.

Quantifiable outcome

• 71% of dogs showed easier jumping after 3 months using PhyCoidan™
• +6 more outcomes

Named customers3 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability3 records

Feature4 records

Partnerships

Six partnerships are on record, tiered minor and core.

• Pet Industry Federation (PIF)minorOthersBlue Pet Co. is affiliated with the Pet Industry Federation, a trade association for pet care businesses in the UK. PIF membership supports credibility and industry standards alignment.
• LEAP Venture StudiominorOthersLEAP Venture Studio is an accelerator program for pet care startups. Blue Pet Co. has participated in LEAP programs, indicating alignment with innovation in the pet care sector.
• My Lovely Dog RescueminorOthersAnimal rescue organization partnered with Blue Pet Co. for the Fair Shake Initiative, which supports canine welfare through product donations and awareness campaigns.
• Wexford SPCAminorOthersSociety for the Prevention of Cruelty to Animals (SPCA) organization partnered with Blue Pet Co. for the Fair Shake Initiative to support shelter dogs and welfare programs.
• 1% for the PlanetminorOthersEnvironmental giving organization. Blue Pet Co. commits 1% of revenue to environmental causes through this partnership, aligning with their sustainability-focused ethos.
• OpenAIcoreTechnology or IntegrationAI technology provider powering the Dogtor Koda AI wellness assistant. OpenAI's technology enables natural language processing and AI-generated responses for the virtual pet wellness support service.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• NaturVet: Long-established US pet supplement manufacturer with category coverage in joint, skin/coat, dental and calming products, serving as a broader-portfolio comparable to Blue Pet.
• Pooch & Mutt: UK DTC brand offering functional dog food, supplements, dental and skin products for dogs, with a similar preventive-wellness narrative targeting UK/EU dog owners.
• VetIQ: Mass-market brand of pet supplements including joint, skin, dental and calming SKUs, often merchandised through mass retail — a comparable premium-yet-accessible vet-positioned peer.
• YuMOVE (Lintbells): UK-based DTC pet supplement brand best known for joint-care supplements (YuMOVE); directly competes with Blue Pet's GoActive joint/mobility chew within the same EU/UK dog-owner segment.
• Pets Purest: UK-based natural pet supplement brand selling joint, skin/coat and calming supplements with a science-led positioning closely analogous to Blue Pet's seaweed-led portfolio.
• TropiClean: Pet oral-care specialist whose dental chew/stick portfolio overlaps directly with Blue Pet's GoSmile dental range, while its broader wellness lineup mirrors Blue Pet's category mix.
• Pet Honesty: US-born, omnichannel pet wellness brand offering supplements for joint, skin, dental and calming across chews, powders, and liquids — overlapping with all three of Blue Pet's core SKUs.

Broad incumbents

• Purina Pro Plan Veterinary Diets (Nestlé): Veterinary-channel extension of Nestlé Purina, a global pet-nutrition incumbent that competes across functional diets, supplements and dental products but at much greater scale and channel breadth.
• Mars Petcare (Royal Canin, Pedigree): Largest global pet-care incumbent with veterinary, supplement and functional nutrition products that compete with Blue Pet in joint, dental and skin/coat segments while operating much broader portfolios.

Emerging players

• Open Farm: Premium DTC pet-food and supplement brand emphasizing transparency and sustainability; an emerging peer using a similar premium, ingredient-traceability narrative to Blue Pet's Irish-seaweed story.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/thebluepetco
• LinkedInlinkedin.com/company/bluepetco
• Instagraminstagram.com/bluepetcompany
• TikToktiktok.com/@bluepetcompany
• Xx.com/bluepetcompany

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

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 Blue Pet