Treat Planet

What Treat Planet does

Treat Planet, LLC is a Missouri-based private company headquartered in Earth City that operates a portfolio of natural pet treat brands targeting cat and dog owners in the United States. The portfolio includes Etta Says, Hare of the Dog, Snicky Snaks, Cosmo's Snack Shack, and Kitty Kitty, with product lines centered on freeze-dried, USDA-inspected, USA-made treats such as the Kitty Kitty Cheezy Bitz, Salmon Sliders, and Chicken Chips SKUs.

The business model is a classic small-batch consumer goods model: products are manufactured under the company's brands and distributed through a network of authorized independent retail dealers, supported by a public store-locator on the corporate website that drives consumer pull-through. Marketing is executed through owned social media channels including Facebook and Instagram, with no evidence of institutional capital, large national retail partnerships, or international distribution.

The underlying technology stack is product formulation and light packaging rather than software or data infrastructure. Treat Planet carries no disclosed patents, proprietary data assets, or digital platform components beyond standard brand websites and social media. As a result, defensibility rests on brand positioning, ingredient-trust signaling, and dealer relationships rather than on technology depth or scalable digital economics.

Name

Treat Planet

Legal name

Treat Planet, LLC

Website

https://treatplanet.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Treat Planet, LLC is a Missouri-based private company that markets a portfolio of natural, freeze-dried pet treat brands for cats and dogs via authorized retail dealers across the United States.

Ownership category

akta.pro rank

Headquarters

HQ city

Earth City

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, Personnel, Marketing or Sales

Distribution channels1 record

Marketing channels5 records

Core offering

Treat Planet, LLC is a U.S.-based pet treat manufacturer that produces and distributes 100% all-natural, grain-free freeze-dried treats for cats and dogs. The company operates through multiple sub-brands including Kitty Kitty, Etta Says, Hare of the Dog, Snicky Snaks, and Cosmo's Snack Shack, each targeting different pet treat segments. Products are sold nationwide through a network of authorized retail dealers accessible via the company's retail locator.

Product overview

Treat Planet is a pet treat company operating multiple sub-brands under its portfolio. The company offers a range of natural, preservative-free, grain-free pet treats. The Kitty Kitty line specializes in freeze-dried cat treats made with 100% all-natural proteins (chicken, rabbit, and whitefish with krill). Additional brands include Etta Says, Hare of the Dog, Snicky Snaks, and Cosmo's Snack Shack, each offering various natural pet treat formulations.

Differentiator

Problem solved

Functional benefit

Brands

• Etta Says: Dog treat brand under Treat Planet offering natural treats
• Hare of the Dog
• Snicky Snaks
• Kitty Kitty
• Cosmo's Snack Shack

Products and services

• Kitty Kitty Sub-brand of freeze-dried cat treats made with 100% all-natural, protein-rich ingredients. Products include Chicken with Catnip, Krill-coated Whitefish, and single-ingredient Rabbit treats designed for finicky cats and carnivores.
• Cluck Kitty Kitty 100% Freeze-Dried Chicken treat with Catnip and Mixed Tocopherols. A lean protein source low in sodium, rich in natural vitamins for healthy skin and coats, marketed under the Kitty Kitty line.
• Hare Kitty Kitty 100% Freeze-Dried Rabbit treat. A source of Vitamin A, Vitamin B6, and Taurine, made from USDA-inspected All-American farm-raised rabbit with no added hormones or antibiotics.
• Surf Kitty Kitty Wild Caught White Fish treat with Krill coating. A low-fat protein source rich in Omega 3 for skin health, coat, immune system, and healthy weight maintenance.
• Etta Says Wholly-owned dog treat sub-brand under Treat Planet offering natural pet treats.
• Hare of the Dog Wholly-owned dog treat sub-brand under Treat Planet offering natural pet treats.
• Snicky Snaks Wholly-owned treat sub-brand under Treat Planet offering natural pet snacks.
• Cosmo's Snack Shack Wholly-owned treat sub-brand under Treat Planet offering natural pet snacks.

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves4 records

Expansion highlights3 records

Broad incumbents

• Instinct (Nature's Variety): Larger natural and raw pet food brand owned by a strategic parent, offering raw and freeze-dried treats and foods across dogs and cats in the same premium natural segment Treat Planet competes in.
• Wellness Pet Company: Broad incumbent natural pet food and treat manufacturer with overlapping grain-free, natural-ingredient SKUs and significantly larger distribution and marketing budgets than Treat Planet.
• Blue Buffalo (General Mills): Mass-market natural pet food brand now under General Mills; competes broadly in natural dog and cat treats and food with vastly greater scale, marketing, and grocery distribution than Treat Planet.

Regional players

• Stewart Pet Foods (Pro-Treat): Freeze-dried pet treat manufacturer with single-ingredient chicken, liver, and similar SKUs; comparable freeze-dried treat format to Treat Planet, primarily serving North American independent pet retail.

Direct peers

• PureVita: Smaller natural pet food and treat brand with limited-ingredient, grain-free formulations that overlap Treat Planet's natural and single-ingredient product positioning at a similar scale.
• Open Farm: Premium natural pet food and treat brand emphasizing ethically sourced, US-farmed proteins with strong clean-label positioning directly comparable to Treat Planet's single-ingredient, grain-free messaging.
• Northwest Naturals: Smaller direct competitor offering freeze-dried raw pet foods and treats, including single-protein cat and dog SKUs, sold through independent pet retailers comparable to Treat Planet's dealer network.
• Vital Essentials: Freeze-dried raw pet food and treat manufacturer with very similar product format (single-protein freeze-dried), competing in the same independent pet retail and natural pet channels as Treat Planet.
• Primal Pet Foods: Direct peer producing freeze-dried and raw pet foods and treats for dogs and cats with a clean-label, natural positioning that overlaps Treat Planet's Kitty Kitty and Hare of the Dog lines.
• Stella & Chewy's: Direct competitor in raw and freeze-dried natural pet food and treats, offering similar single-protein, grain-free positioning with broader distribution and significantly greater brand scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/treat_planet
• YouTubeyoutube.com/channel/UCVQb_ZRKDO6_gFxzIgBaANQ
• Facebookfacebook.com/TreatPlanet
• LinkedInlinkedin.com/company/treatplanet
• Instagraminstagram.com/treat_planet

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries5 records

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about Treat Planet