Greenies

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.

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

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

• Pet dental treats
• Dog dental chews
• Cat dental treats
• Pet supplements
• Pill pockets

Headquarters

HQ city

Kansas City

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. 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.
2. Pet Supplements: Sale of health supplements including hip & joint, digestive health, calming, and multi-benefit supplements for dogs.
3. 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

Go-to-market motion1 record

Distribution channels10 records

Marketing channels6 records

Core 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

Named customers8 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability2 records

Feature3 records

Partnerships

Four partnerships are on record, tiered flagship and core.

• UConn Huskies BasketballflagshipGTM or Marketing Partner · 1 March 2026Greenies 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 TaurasiflagshipGTM or Marketing Partner · 1 March 2026Former 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 HospitalscoreGTM or Marketing PartnerGreenies 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 AppcoreGTM or Marketing PartnerGreenies 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

Direct 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

• YouTubeyoutube.com/@TheGREENIESBrand
• Facebookfacebook.com/Greenies
• Instagraminstagram.com/greenies
• TikToktiktok.com/@greeniesbrand
• Xx.com/greenies

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 Greenies