HALO, Purely for Pets

What HALO, Purely for Pets does

HALO, Purely for Pets is a Tampa, Florida-based privately held pet food manufacturer founded in 1995 (operating under principles established over 30 years) that designs, markets and distributes premium natural pet nutrition for dogs and cats. Its portfolio spans three core product architectures: Halo Holistic (whole-meat, responsibly sourced dry and wet food certified by the Global Animal Partnership and Marine Stewardship Council, featuring a prebiotic, probiotic and postbiotic digestive blend); Halo Elevate (a premium line with freeze-dried raw coated kibble targeting five health-benefit categories); and the Freeze-Dried Raw line — formerly marketed under the TruDog brand — covering raw bites, toppers and treats. The company also operates the Liv-A-Littles freeze-dried protein treat sub-brand and the Healthsome / Garden of Vegan plant-based sub-brands, addressing vegan pet parents and treat-seekers. Core proprietary technology centers on freeze-drying processes that preserve raw nutrition in shelf-stable formats and a digestive-health formulation the company describes as the only pet food combining prebiotics, probiotics and postbiotics.

HALO operates a hybrid go-to-market: direct-to-consumer e-commerce via halopets.com (with subscription-capable product options), supported by tier-1 channel partnerships with Chewy and Amazon for fulfillment and marketplace distribution, plus physical pet retail accessible through a store locator. Pricing is unit-based across SKUs ranging from $5.99 (plant-based treats) to $82.99 (Elevate grain-free red meat large-format dry food), with most dry food SKUs anchored between $20 and $45 and freeze-dried raw 14oz bags at ~$40. The customer base is B2C and broad, with named segments including dog owners, cat owners, puppy/kitten owners, pets requiring digestive support, and vegan pet parents. The company is privately held with no disclosed parent, investors, or funding history, operates with approximately 50 employees, and does not disclose revenue.

Name

HALO, Purely for Pets

Legal name

Halo Pets

Website

https://halopets.com

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

51–100 employees

Short description

HALO, Purely for Pets is a Tampa-based, privately held premium pet food manufacturer founded in 1995 serving dog and cat owners through Halo Holistic, Halo Elevate, Freeze-Dried Raw (formerly TruDog), and plant-based sub-brands via DTC, Chewy, Amazon, and pet retail.

Ownership category

akta.pro rank

Product category

Premium Natural Pet Food

NAICS

Dog and Cat Food Manufacturing (311111), Animal Food Manufacturing (31111), Pet and Pet Supplies Retailers (45991)

SIC

Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Frozen & Raw Pet Food (incl. freeze-dried) (CRADAFAD)

akta.pro secondary industries

Freeze-Dried & Dehydrated Pet Food (AFADAFAD), Dry Pet Food (Kibble) (AFADAFAA), Functional & Veterinary Diet Pet Food (CRADAFAF), Species-Specific Supplements (Dog/Cat/Other Companion Species) (HLAMALAN)

Keywords

• Premium pet food
• Freeze-dried raw
• Dog and cat nutrition
• Natural pet food
• Pet treats and toppers

Headquarters

HQ city

Tampa

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Products sold directly through company website halopets.com with direct shipping to consumers
2. Retail Distribution: Products sold through pet retail stores and online marketplaces Chewy and Amazon

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

HALO, Purely for Pets manufactures and sells premium natural pet food, treats, toppers, and dental chews for dogs and cats. The portfolio spans dry food, wet food, freeze-dried raw, treats, and meal toppers organized around three core lines — Halo Holistic, Halo Elevate, and Freeze-Dried Raw — with specialized sub-brands including Liv-A-Littles protein treats, Healthsome/Garden of Vegan plant-based products, and 6-inch Bully Sticks.

Product overview

HALO, Purely for Pets is a pet food company offering a portfolio of three main product lines: Halo Holistic (core line with whole meat, responsibly sourced ingredients, certified by Global Animal Partnership and Marine Stewardship Council, featuring prebiotics/probiotics/postbiotics for digestive health); Halo Elevate (premium line with freeze-dried raw coated kibble targeting five key health areas); and Freeze-Dried Raw products (formerly TruDog brand including Liv-A-Littles treats and Healthsome vegan treats). Products span dry food, wet food, freeze-dried raw, treats, and toppers for both dogs and cats, with options including grain-free, healthy grains, and plant-based/vegan recipes.

Differentiator

Problem solved

Functional benefit

Brands

• Halo Holistic: Premium pet food line certified by Global Animal Partnership and Marine Stewardship Council, featuring whole meat proteins, no meat meals, non-GMO ingredients, and digestive health support with prebiotics, probiotics and postbiotics
• Halo Elevate
• Liv-A-Littles
• Healthsome
• Garden of Vegan

Products and services

• Halo Holistic

Quantifiable outcome

• 70% of pet's immune system lives in their gut, supporting the importance of digestive health nutrition
• +2 more outcomes

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered core.

• ChewycoreChannel Partner/ Reseller/ DistributorChewy is a major online pet retailer partner that handles fulfillment for HALO products. Products are available for purchase on Chewy.com with fulfillment handled through this partnership.
• AmazoncoreChannel Partner/ Reseller/ DistributorAmazon serves as a marketplace fulfillment partner for HALO products, enabling wide distribution through the Amazon platform alongside direct website sales.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Nature's Logic: Natural pet food brand with whole-food, no-synthetic-vitamin philosophy spanning kibble, canned, raw, and freeze-dried. Closely comparable to HALO Holistic on natural/nutrient-dense positioning.
• Open Farm: Premium pet food brand emphasizing certified-ingredient sourcing (GAP-aligned) and traceability. Directly comparable to HALO Holistic's sustainability certifications and premium positioning across kibble, wet, and raw formats.
• Vital Essentials: Raw and freeze-dried pet food and treat brand owned by Carnivore Meat Company. Overlaps with HALO on freeze-dried raw formats, whole-animal protein positioning, and natural/limited-ingredient messaging.
• Northwest Naturals: Specialty manufacturer of freeze-dried and raw pet food and treats for dogs and cats. Directly comparable to HALO on freeze-dried raw formats, toppers, and treats at similar premium price points.
• Instinct Pet Food (Nature's Variety): Raw and minimally processed pet food brand spanning kibble, wet, freeze-dried raw, and toppers. Closely comparable to HALO's product breadth and freeze-dried raw-coated kibble concept in Halo Elevate.
• Stella & Chewy's: Premium U.S. pet food brand best known for freeze-dried raw diets, toppers, and treats for dogs and cats. Closely comparable to HALO on product format, freeze-dried raw positioning, and premium DTC + retail channel mix.
• Primal Pet Foods: Specialty manufacturer of raw and freeze-dried pet food, toppers, and treats. Directly comparable to HALO's freeze-dried raw lines and TruDog-era raw heritage, with similar premium pricing and natural/whole-food positioning.

Emerging players

• The Farmer's Dog: Direct-to-consumer fresh, human-grade dog food brand. Comparable as a premium, science-based, humanization-driven pet nutrition brand, though HALO extends further into freeze-dried raw and cat food.

Broad incumbents

• Wellness Pet Company (Wellness Core, Old Mother Hubbard): Established natural/holistic pet food portfolio (Wellness, Holistic Select, Sojos) competing across kibble, wet, raw, and treats. Overlaps with HALO on natural/holistic positioning and freeze-dried offerings at broader scale.
• Blue Buffalo (General Mills): Large premium natural pet food brand with extensive kibble, wet, treats, and Wilderness raw/ancestral lines. Competes with HALO at premium price tiers across grocery, mass, and pet specialty.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/halopets/?hl=en
• Xx.com/halopets
• Facebookfacebook.com/halopets
• LinkedInlinkedin.com/company/halo-purely-for-pets

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 HALO, Purely for Pets