Greenies
Greenies, a Mars Petcare brand founded in 1996, manufactures toothbrush-shaped dental chews, supplements, and pill pockets for dogs and cats, distributed across major US pet and mass retail channels and via direct e-commerce with subscription.
- Company typePrivate
- Founded1996
- HeadquartersKansas City, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Greenies does
Greenies is a pet dental care and wellness brand wholly owned by Mars Petcare North America, founded in 1996 in Kansas City. The company manufactures toothbrush-shaped dental chews for dogs and cats, alongside a broader portfolio that includes Pill Pockets for medicine administration, SMARTBITES and SMART PUREES cat treats, and a supplements line spanning hip & joint, calming, digestive, and an 8-in-1 multi-benefit soft chew. Its core technology is a proprietary chewy texture clinically proven to reduce tartar by 54% and plaque by 47% in a 28-day feeding study, and the brand holds the Veterinary Oral Health Council (VOHC) seal of acceptance for plaque and tartar control. Life-stage segmentation spans puppy (6+ months), adult, and senior formulations, with DHA-fortified puppy chews and softer-texture aging-care variants.
The business model is predominantly unit-based consumer goods revenue across multiple channels. Greenies products are distributed through Amazon, Chewy, Petco, PetSmart, Walmart, Target, Tractor Supply, Albertsons, and PetCareRx, with a direct-to-consumer e-commerce storefront at greenies.com that supports a subscription offering (5% savings, free delivery at 30/60/90-day cadence) and a FETCH app loyalty rewards integration. Pricing examples include large dental treat packs priced at approximately $40 retail ($30 during Prime Day promotions). Go-to-market relies on veterinarian endorsement, VOHC credentialing, content marketing through the 'What We're Barking About' blog, social media presence across Facebook, YouTube, Instagram, and TikTok, and a 2026 college-sports partnership with the UConn Huskies and Diana Taurasi.
The brand has also launched an AI-powered Canine Dental Check tool — a computer-vision feature that evaluates user-submitted photos of a dog's teeth for tartar and gum irritation — connected via referral partnership with VCA Animal Hospitals. Customer segments are dog owners (primary) and cat owners (primary), with senior pet owners and puppy owners as secondary segments. Manufacturing and brand operations are based in Kansas City, with the brand operating under Mars Petcare's diversified pet care portfolio alongside Pedigree, IAMS, and Royal Canin.
Greenies firmographics
Firmographics- Name
- Greenies
- Legal name
- Mars Petcare
- Website
- https://greenies.com
- Company type
- Private
- Founded year
- 1996
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Greenies, a Mars Petcare brand founded in 1996, manufactures toothbrush-shaped dental chews, supplements, and pill pockets for dogs and cats, distributed across major US pet and mass retail channels and via direct e-commerce with subscription.
- Ownership category
- akta.pro rank
Greenies industry classification
Industry- Product category
- Pet Dental Treats
- NAICS
- Dog and Cat Food Manufacturing (311111), Pet and Pet Supplies Retailers (45991)
- SIC
- Cookies & Crackers (2052)
- akta.pro primary industry
- Pet Treats & Chews (AFADAFAF)
- akta.pro secondary industries
- Treats & Chews (CRADAFAE), Dental & Oral Health Supplements (HLAMALAG)
Keywords
Where Greenies is headquartered
LocationHeadquarters
- HQ city
- Kansas City
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Greenies business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Supply Chain, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Pet Treats and Dental Chews: Sale of dental treats, pill pockets, and everyday treats for dogs and cats through retail and e-commerce channels. Products are sold in various sizes and flavors at different price points.
- Pet Supplements: Sale of health supplements including hip & joint, digestive health, calming, and multi-benefit supplements for dogs.
- Subscription Service: Recurring subscription model offering 5% savings and free delivery. Customers can set delivery frequency at 30, 60, or 90 day intervals. No commitment required.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Large Dental Treats - 25% off during Prime Day |
| Subscription | Monthly | Subscription model with 5% savings |
| Unit Pricing | Pay-as-you-go | Free delivery thresholds |
Go-to-market motion1 record
Distribution channels10 records
Marketing channels6 records
Greenies product offering
Product offeringCore offering
Greenies manufactures and sells toothbrush-shaped dental chews, pill pockets, functional treats, and a line of supplements (Hip & Joint, Calming, Digestive Health, Multi-Benefit) for dogs and cats. Its core GREENIES Dental Treats are veterinarian-recommended and carry the VOHC seal of acceptance for plaque and tartar control, with the brand also offering the AI-powered Canine Dental Check tool for at-home dental health assessment.
Product overview
Greenies is a pet dental care and wellness brand (owned by Mars Petcare) offering a portfolio of functional treats and supplements for dogs and cats. The core product line includes GREENIES Dental Treats (available in multiple sizes for different dog breeds and life stages) and FELINE GREENIES Dental Treats for cats. Additional offerings include Pill Pockets (for medicine administration), SMARTBITES cat treats (with health benefits like DHA for kittens), and a line of supplements including Hip & Joint, Calming, Digestive Health, and 8-in-1 Multi-Benefit chews. The brand also offers an AI-powered tool called Canine Dental Check for at-home dental health assessment.
Differentiator
Problem solved
Functional benefit
Brands
- PILL POCKETS™: Medicine support treats for dogs and cats that allow pet parents to hide pills in a treat
- SMARTBITES™
- Smart Purees™
- GREENIES Canine Dental Check
- GREENIES Aging Care
- GREENIES Puppy
Products and services
- GREENIES Dental Treats
Quantifiable outcome
- 54% less tartar accumulation and 47% less plaque accumulation in 28-day feeding study
- +2 more outcomes
Companies that use Greenies
Customer profileNamed customers8 records
Segments4 records
Ideal customer profiles3 records
Greenies technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
AI capability2 records
Feature3 records
Greenies partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered flagship and core.
- UConn Huskies BasketballflagshipGreenies partnered with the University of Connecticut Huskies basketball program to promote canine dental health during the college basketball postseason. The 'Be Your Dog's Mouthguard' campaign offers pet owners free Greenies dental treats if either UConn team wins the national championship, utilizing sports popularity to raise awareness about pet dental health.
- Diana TaurasiflagshipFormer WNBA star Diana Taurasi joined the Greenies and UConn Huskies partnership to champion canine dental health. As a UConn alum and basketball legend, she brings celebrity endorsement to the campaign encouraging pet owners to protect their dogs' teeth.
- VCA Animal HospitalscoreGreenies offers a free first exam at VCA Animal Hospitals for customers who complete the Canine Dental Check analysis. This partnership connects the digital dental health tool with veterinary clinic referrals, providing a seamless journey from at-home screening to professional care.
- FETCH AppcoreGreenies partners with the FETCH app to reward pet parents for dental care purchases. Users can earn rewards through the app when purchasing Greenies products, creating a loyalty program that incentivizes repeat purchases and reinforces daily dental care habits.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Greenies competitors and assessment
Company assessmentDirect peers
- TropiClean: TropiClean offers Fresh Breath dental chews and gels for dogs and cats, targeting the same at-home oral care category as Greenies. They are sold across pet specialty and e-commerce with comparable natural-ingredient positioning.
- Arm & Hammer Dental Dog Treats: Arm & Hammer dental dog treats leverage baking-soda-based cleaning claims in the same at-home dental category as Greenies. Owned by Church & Dwight, they compete across mass and grocery channels with comparable price-point positioning.
- Milk-Bone (Brushing Chews): Milk-Bone Brushing Chews are a direct competitor in the daily dental chew category for dogs, sold through overlapping mass and grocery channels. Now owned by J.M. Smucker (formerly Del Monte), they target the same plaque/tartar control use case as Greenies.
- Blue Buffalo (Dental Chews): Blue Buffalo dental chews compete head-to-head in pet specialty (Petco, PetSmart, Chewy) with natural-ingredient positioning. Owned by General Mills, Blue Buffalo targets the same premium pet parent segment as Greenies.
- OraVet Dental Hygiene Chews: OraVet (Merck Animal Health / Boehringer Ingelheim) offers dental hygiene chews for dogs through veterinary clinics, directly competing for vet recommendations and pet-owner loyalty in the at-home dental segment.
- Virbac C.E.T. Enzymatic Chews: Virbac C.E.T. enzymatic dental chews are veterinary-channel competitors with proprietary enzymatic action targeting plaque and tartar. They appeal to the same vet-recommended, daily-dental use case as Greenies and frequently share VOHC-seal positioning.
Broad incumbents
- Pedigree (Mars Petcare): Pedigree is a sister Mars Petcare brand focused on mass-market dog food and Dentastix dental treats. While owned by the same parent as Greenies, it competes for the same mass-channel pet dental treat shelf.
- Nylabone: Nylabone (Central Garden & Pet) is a broader pet chew brand that includes dental-focused products. It competes for the same at-home dental care shelf and pet parent spend, though its portfolio extends well beyond dental into durable chew toys.
- Hill's Pet Nutrition (Dental): Hill's Pet Nutrition (Colgate-Palmolive) offers prescription dental diets (t/d) that compete with Greenies treats for vet-recommended oral care. The portfolio is broader than dental but overlaps in the vet-channel dental recommendation set.
Emerging players
- Petsmile: Petsmile is a niche premium pet dental brand offering VOHC-accepted toothpaste and treat products. It is smaller than Greenies but competes in the same premium, vet-endorsed dental category and could capture incremental share.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Greenies social profiles
Digital presenceGreenies compliance and trust
Trust signalCompliance2 records
Greenies financial estimates
Financial estimateRevenue estimate
Valuation estimate
Greenies leadership team
Management profileNumber of profiles
Greenies funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Greenies M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Greenies
What does Greenies do?
Greenies manufactures and sells toothbrush-shaped dental chews, pill pockets, functional treats, and a line of supplements (Hip & Joint, Calming, Digestive Health, Multi-Benefit) for dogs and cats. Its core GREENIES Dental Treats are veterinarian-recommended and carry the VOHC seal of acceptance for plaque and tartar control, with the brand also offering the AI-powered Canine Dental Check tool for at-home dental health assessment.
Is Greenies a public or private company?
Greenies is a private company. It is classified as corporate owned and is currently operating.
When was Greenies founded?
Greenies was founded in 1996. It employs 11 to 50 people.
Where is Greenies based?
Greenies is headquartered in Kansas City, United States, in the North America region.
How does Greenies make money?
Three revenue lines are on record. Pet Treats and Dental Chews are the primary driver. The others are pet Supplements and subscription Service.
Who are Greenies's main competitors?
Direct peers on record are TropiClean, Arm & Hammer Dental Dog Treats, Milk-Bone (Brushing Chews), Blue Buffalo (Dental Chews), OraVet Dental Hygiene Chews and Virbac C.E.T. Enzymatic Chews. Broad incumbents are Pedigree (Mars Petcare), Nylabone and Hill's Pet Nutrition (Dental). Petsmile is listed as an emerging player.
Does Greenies have an API?
No public API is recorded for Greenies.
What industry is Greenies in?
Greenies's product category is Pet Dental Treats. Its primary akta.pro industry code is AFADAFAF, Pet Treats & Chews, with a secondary code of CRADAFAE, Treats & Chews. Its NAICS code is 311111 and its SIC code is 2052.