POP

What POP does

POP (operating as POP Labs, legally Pet Nutraceuticals LLC) is a New Zealand-founded pet nutraceutical company that sells a single daily canine health supplement, POP-Topper, directly to dog owners through its e-commerce storefront pop-labs.com (built on Shopify). POP-Topper is a powder formulated with six clinically proven superfoods — curcumin, green-lipped mussel, beef, echinacea, kiwi, and blueberry — delivered via a proprietary, patent-pending phytosome technology the company claims achieves 29x higher bioavailability than standard supplement compounds. The product is offered in two size-specific variants (Small Dog under 35 lbs and Medium/Large Dog) and targets six health dimensions: joint/hip, heart, skin/coat, immunity, gut, and cognition. The company cites clinical outcomes including up to 57% improvement in dogs with osteoarthritis and 3.5x higher likelihood of maintaining or improving skin conditions.

POP operates a direct-to-consumer go-to-market with both one-time purchase and recurring subscription options, plus digital gift cards, free shipping on orders over $100, and a welcome discount of up to 10% for new customers. Manufacturing is performed in a GMP-compliant facility in Texas with third-party testing, while the company holds a FernMark license from the New Zealand government certifying origin, quality, and safety. The firm has built a research consortium with Massey University (where it co-locates at Food HQ on the Massey campus), AgResearch, Lincoln University, and the University of Otago, and in 2025 launched a canine health study with Embark (pet genetics) and Innovative Pet Lab. The company is privately held, was founded in 2024, has no disclosed funding rounds, headcount, revenue, or named management team in the public record, and shows both core SKUs currently listed as "Sold Out" on its website.

Name

POP

Legal name

Pet Nutraceuticals LLC

Website

https://pop-labs.com

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

11–50 employees

Short description

POP (POP Labs) is a New Zealand-founded pet nutraceutical company that sells POP-Topper, a daily canine supplement powder using a proprietary phytosome delivery system, directly to dog owners via a Shopify e-commerce storefront and subscription plan.

Ownership category

akta.pro rank

Product category

Pet Nutritional Supplements

NAICS

Pet and Pet Supplies Retailers (459910), Food (Health) Supplement Retailers (456191)

akta.pro primary industry

Species-Specific Supplements (Dog/Cat/Other Companion Species) (HLAMALAN)

akta.pro secondary industries

Specialty & Condition-Specific Nutraceuticals (e.g., Liver, Eye, Endocrine) (HLAMALAO), Senior & Cognitive Support Supplements (HLAMALAJ), Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick) (CRALAHAC)

Keywords

• Canine nutritional supplements
• Pet nutraceutical products
• Dog longevity supplements
• Pet health powders
• Canine wellness toppers

Headquarters

HQ city

Palmerston North

HQ country

New Zealand

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: Direct-to-consumer sales of POP-Topper supplement powder through e-commerce storefront. Products sold in size-specific variants (Small Dog, Medium/Large Dog) with one-time purchase option.
2. Subscription Services: Recurring subscription model for POP-Topper products with automatic recurring charges on specified billing cycles. Subscriptions can be canceled before next billing cycle to avoid charges.
3. Gift Cards: Digital gift cards available for purchase on the website, valid until expiration date, redeemable only on the site.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

POP sells POP-Topper, a daily canine health supplement powder formulated with six clinically proven superfoods and a proprietary phytosome delivery system purported to deliver 29x higher bioavailability. The product comes in two size-specific variants — Small Dog (under 35 pounds) and Medium/Large Dog — and is positioned as a science-backed topper poured over a dog's existing food to support joint/hip, heart, skin/coat, immunity, gut, and cognition. POP-Topper is sold direct-to-consumer exclusively through the pop-labs.com e-commerce storefront, with one-time purchases, recurring subscriptions, and gift cards.

Product overview

POP is a pet nutraceutical company offering a single core product: POP-Topper, a daily canine health supplement. The product is available in two size variants (Small Dog and Medium/Large Dog) and is marketed as a foundational nutrition supplement to be added to dogs' existing food. The company positions POP-Topper as a science-backed formula developed in New Zealand, featuring human-grade superfoods designed to support joint/hip health, heart health, skin & coat, immunity, gut health, and cognition.

Differentiator

Problem solved

Functional benefit

Brands

• POP-Topper: A nutrient-packed supplement designed for dogs to reduce inflammation, boost energy, and support whole-body health. Available in formulations for small dogs (<35 pounds) and medium/large dogs. Features clinically proven superfoods with 29x bioavailability compared to standard compounds.

Products and services

• POP-Topper Small Dog (<35 Pounds) Size-specific daily canine nutritional supplement topper formulated for small-breed dogs under 35 pounds. Combines six clinically proven superfoods (curcumin, green-lipped mussel, beef-derived ingredients, echinacea, kiwi, blueberry) with a proprietary phytosome delivery system claimed to deliver 29x higher bioavailability to support joint/hip, heart, skin/coat, immunity, gut, and cognitive health. Designed to be poured over a dog's regular meal and sold direct-to-consumer at pop-labs.com.
• POP-Topper Medium / Large Dog Size-specific daily canine nutritional supplement topper formulated for medium and large-breed dogs with age- and weight-based serving sizes. Same six-superfood, phytosome-based formulation (29x bioavailability claim) targeting joint/hip, heart, skin/coat, immunity, gut, and cognition; poured over the dog's regular meal. Available both as one-time purchase and as a recurring subscription through pop-labs.com.
• POP-Topper Subscription Service Recurring subscription delivery of POP-Topper (Small Dog or Medium/Large Dog variants) with automatic charges on a specified billing cycle. Customers can cancel before the next billing cycle to avoid charges, and the subscription can be managed online at pop-labs.com.
• POP Digital Gift Cards Digital gift cards purchased through pop-labs.com that are redeemable exclusively on the POP website for POP-Topper products. Each gift card is valid until its stated expiration date.

Quantifiable outcome

• 29x higher absorption compared to standard supplement compounds through phytosome delivery technology
• +3 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Massey UniversitycoreStrategic or Co-development PartnerResearch partnership with Massey University in New Zealand. POP-Topper is developed with support from Massey University scientists. The company has a Food HQ location at Massey University's campus, indicating deep research collaboration for canine health product development.
• AgResearchcoreStrategic or Co-development PartnerResearch partnership with AgResearch, a New Zealand Crown Research Institute specializing in agricultural science. Contributes to the scientific credibility and research backing of POP-Topper's formulation.
• Lincoln University (New Zealand)coreStrategic or Co-development PartnerResearch collaboration with Lincoln University in New Zealand, one of the country's eight universities. Partners in developing and validating POP-Topper's science-backed formula.
• University of OtagominorStrategic or Co-development PartnerFeatured partner mentioned in coverage about POP-Topper's New Zealand science backing. University contributed to editorial content about the product.
• New Zealand Government (NZ FernMark)coreOthersPOP-Topper is licensed to carry the FernMark—New Zealand's official mark of trust. This government certification indicates the product meets strict standards for quality, safety, and origin. The FernMark program is administered by the New Zealand government.
• Innovative Pet LabcoreStrategic or Co-development PartnerResearch partnership for canine health study announced in press releases covered by Yahoo Finance, MarketWatch, and AP News. Joint study initiative to advance data-driven pet wellness through clinical research.
• EmbarkcoreStrategic or Co-development PartnerCo-development partner in canine health study to advance data-driven pet wellness. Embark is a pet genetics and health company contributing to POP's clinical research initiative.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Zesty Paws: Zesty Paws is a leading DTC pet supplement brand offering functional chews and powders for dogs and cats across joint, skin, gut, and immune health. It is a direct competitor to POP-Topper in the premium canine supplement category with similar functional-benefit positioning and subscription model.
• Pet Honesty: Pet Honesty is a DTC pet wellness brand selling supplements, toppers, and functional treats for dogs and cats. It competes directly with POP across multi-benefit canine supplement formulations, soft chews, and subscription-based ecommerce.
• VetIQ: VetIQ is a veterinary-formulated pet supplement brand offering joint, skin, calming, and immune products for dogs and cats. It is comparable to POP as a science-positioned canine supplement line sold through retail and online channels.

Emerging players

• Native Pet: Native Pet is a premium DTC pet wellness brand focused on clean-label supplements and functional toppers for dogs. It overlaps with POP in the human-grade, science-backed canine supplement and topper category with a similar premium positioning.
• Open Farm: Open Farm is a premium pet nutrition brand offering dog food, treats, and supplements with strong sustainability and traceability credentials. It is comparable to POP in the premium, transparency-driven pet wellness category targeting health-conscious dog owners.

Broad incumbents

• The Farmer's Dog: The Farmer's Dog is a leading DTC fresh dog food brand that has expanded into supplements and health products. It is comparable to POP as a premium, science-led canine nutrition brand with a subscription ecommerce model serving health-focused dog owners.
• Honest Kitchen: The Honest Kitchen is a premium pet food and supplement brand offering human-grade dehydrated foods, toppers, and supplements for dogs and cats. It overlaps with POP in the human-grade canine topper and supplement space with broader distribution.
• Nestlé Purina PetCare: Nestlé Purina is one of the largest global pet food companies with extensive supplement lines (e.g., Pro Plan, Calming Care). It is comparable to POP as a science-backed canine nutrition incumbent operating at far greater scale and distribution breadth.
• Hill's Pet Nutrition: Hill's Pet Nutrition is a global veterinary-formulated pet food and supplement brand owned by Colgate-Palmolive. It is comparable to POP as a science-led, veterinarian-credentialed canine nutrition player with clinically validated products.

Others

• Embark Veterinary: Embark is a canine genetics and health testing company that partnered with POP on a 2025 canine health study. It is a strategic partner and adjacent player in data-driven pet wellness rather than a direct supplement competitor.

Market position

Strengths5 records

Weaknesses1 record

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/pop-labs
• Instagraminstagram.com/pop-labs
• Facebookfacebook.com/pop-labs
• TikToktiktok.com/@pop.labs
• LinkedInlinkedin.com/company/pop-labs

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors5 records

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 POP