What Dinovite does

Dinovite is a direct-to-consumer e-commerce brand that manufactures and sells nutritional supplements for dogs and cats. Founded in 2001 and headquartered in Crittenden, Kentucky (with US-based customer support also in Kentucky), the company operates as a brand within Compana Pet Brands LLC, a privately held pet industry conglomerate headquartered in Chesterfield, Missouri. The core product is a daily powdered nutritional supplement containing prebiotics and a proprietary 7-strain probiotic blend, sold in size-tiered SKUs for small, medium, large, and giant dogs, plus a separate feline formulation and a puppies variant.

The product portfolio has expanded beyond the core supplement to include Lickochops and SuprOmega omega oil supplements, Beneboost hip and joint liquid, a dental care line (Dental Powder, Dental Chews, and Dental Duo bundle) powered by the Superculture® Pet Oral postbiotic sourced from ingredient partner Kingdom, plus meal toppers (NubOnubs), treats, and starter bundles. The dental line is the most clinically validated extension, with peer-reviewed studies in the Journal of Veterinary Dentistry demonstrating a 26% reduction in bad breath compounds within 14 days.

Dinovite's business model is subscription-anchored DTC e-commerce. Customers purchase through dinovite.com with a 15% subscription discount, 30/60/90/120-day recurring delivery cadences, a 14-day free trial for first-time buyers, and a 90-day money-back guarantee. Shipping is free above $50 and otherwise $2.99 flat within the contiguous US. The company does not sell through any third-party retail or marketplace channels, restricts fulfillment to domestic US addresses, and drives acquisition through owned SEO content, a blog, an educational quiz, email/text marketing, and an affiliate program. Customer support is US-based and reachable via chat and email.

Name

Dinovite

Legal name

Compana Pet Brands LLC

Website

https://dinovite.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

Dinovite is a US-based direct-to-consumer e-commerce brand selling nutritional supplements, dental care products, omega oils, and treats for dogs and cats. It operates as a subscription-anchored DTC business under Compana Pet Brands LLC, serving individual pet owners in the contiguous United States.

Ownership category

akta.pro rank

Product category

Pet Nutritional Supplements

NAICS

Dog and Cat Food Manufacturing (311111), Pet and Pet Supplies Retailers (459910)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Digestive & Gut Health (Probiotics/Prebiotics/Enzymes) (HLAMALAC)

akta.pro secondary industries

Specialty & Condition-Specific Nutraceuticals (e.g., Liver, Eye, Endocrine) (HLAMALAO), Vitamins, Minerals & Multivitamin Supplements (HLAMALAF), Nutraceuticals & Functional Ingredients for Animal Diets (Probiotics, Omega-3, Joint, GI) (HLAMAHAH), Non-Antibiotic Health & Performance Supplements (Immune, Gut Health, Stress/Heat Support) (AFADALAO)

Keywords

• Pet nutritional supplements
• Dog probiotics
• Cat supplements
• Pet dental care
• Pet health products

Headquarters

HQ city

Crittenden

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Dinovite generates revenue through direct-to-consumer sales via their website dinovite.com. Customers purchase individual products or subscribe for recurring deliveries at a 15% discount. Products include powdered supplements, treats, meal toppers, and bundles.
2. Subscription Revenue: Subscription model allows customers to sign up for automatic deliveries every 30, 60, 90, or 120 days with a 15% discount. This provides predictable recurring revenue and customer retention.
3. One-time Product Sales: Single purchases of supplements, treats, and bundles available at regular prices without subscription discount.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Dinovite manufactures and sells natural pet nutritional supplements directly to consumers through its e-commerce website. Its core offering is a daily powdered supplement containing prebiotics and a proprietary 7-strain probiotic blend, sold in size variants for dogs and cats. The portfolio extends to omega fish/salmon oils, hip and joint formulas with glucosamine and MSM, postbiotic dental powders and chews, meal toppers, treats, and starter bundles.

Product overview

Dinovite is a pet supplement company offering a comprehensive portfolio of nutritional supplements for dogs and cats. The core product line centers on probiotic powder supplements (Dinovite for Dogs and Dinovite for Cats) containing prebiotics and 7 strains of probiotics to support gut health, skin, coat, and immune function. The product range extends to specialized formulations including Dinovite for Puppies, omega supplements (Lickochops, SuprOmega Fish Oil, SuprOmega Salmon Oil Blend), hip and joint support (Beneboost Hip & Joint), and dental care products (Dinovite Dental Powder, Dinovite Dental Chews, Dinovite Dental Duo). Additional offerings include meal toppers (NubOnubs for dogs and cats), treats (NubOnubs Dog Treats, YakOSnaks Himalayan Yak Chew), and bundles (Best In Show Starter Bundle). Products are sized for different pet weights and life stages, with a 90-day money-back guarantee on first purchases.

Differentiator

Problem solved

Functional benefit

Brands

• Lickochops: Omega 3, 6 and Vitamin E supplement for dogs, used as a meal topper
• SuprOmega
• Beneboost
• NubOnubs

Products and services

• Dinovite for Dogs Daily nutritional supplement powder for dogs containing prebiotics and a 7-strain probiotic blend to support gut health, skin, coat, and immune function. Available in four size variants for Small, Medium, Large, and Giant dogs.
• Dinovite for Cats Daily nutritional supplement powder for cats with prebiotics, probiotics, Vitamin A, Taurine, and essential nutrients formulated for feline digestion, skin, coat, and immune health.
• Dinovite for Puppies Nutritional supplement formulated specifically for puppies to support developing immune system, digestion, and overall growth.

Quantifiable outcome

• 26% reduction in bad breath compounds compared to placebo within 14 days (for Superculture® Pet Oral postbiotic ingredient)
• +4 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Kingdom (Pet Health Ingredient Company)coreTechnology or Integration · 12 May 2026Kingdom is a Brooklyn-based pet health ingredient company that provides Superculture® Pet Oral postbiotic to Dinovite for use in their dental care products. Dinovite is one of more than a dozen pet food and supplement brands using this clinically validated postbiotic ingredient. The partnership provides Dinovite with differentiated technology backed by peer-reviewed research published in the Journal of Veterinary Dentistry demonstrating 26% reduction in bad breath compounds within 14 days.

Scale indicators7 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• PetHonesty: Direct-to-consumer pet supplement brand offering probiotics, joint, dental, and skin & coat products for dogs and cats on a subscription model. Highly comparable business model, target customer, and product portfolio to Dinovite.
• Zesty Paws: One of the largest DTC pet supplement brands with extensive probiotic, joint, skin, and dental SKUs sold via subscription and Amazon. Competes directly with Dinovite on product mix and customer demographic.
• NaturVet: Established pet supplement brand offering probiotics, hip & joint (glucosamine/MSM), dental, and omega products across DTC and retail channels. Closely comparable product formulation categories to Dinovite.
• VetIQ: Mass-market pet supplement line offering probiotic, joint, and skin/coat products distributed through mass retail and online. Comparable product categories targeting similar pet health concerns.
• Nutramax (Pet Naturals): Veterinary-channel pet supplement maker behind Cosequin and the Pet Naturals line of probiotics, joint, and skin supplements. Comparable formulation categories with stronger vet-channel positioning.
• Tomlyn: Veterinary-recommended pet supplement brand covering probiotics, joint health, and skin/coat. Comparable product mix to Dinovite with strong vet endorsement channel.
• Only Natural Pet: Holistic pet supplement and nutrition retailer offering probiotics, omega oils, joint support, and dental products. Comparable natural/holistic positioning and product breadth to Dinovite.
• Front of the Pack: DTC pet supplement brand focused on functional ingredients for gut, skin, and joint health. Comparable direct-to-consumer model and supplement positioning to Dinovite.

Others

• Vet's Best: Sister brand under parent Compana Pet Brands LLC, offering natural pet care products including dental chews, itch relief, and supplements. Operates within the same corporate umbrella as Dinovite, making it a portfolio peer rather than direct competitor.

Emerging players

• Open Farm: Premium pet nutrition brand with growing supplement and functional topper line for dogs and cats. Competes on the premium, natural positioning adjacent to Dinovite but with broader fresh-food focus.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/dinovite
• Facebookfacebook.com/Dinovite
• LinkedInlinkedin.com/company/dinovite

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Dinovite