What Nylabone does

Nylabone is a Neptune, New Jersey-based consumer pet-products brand founded in 1955 and operated as a wholly owned subsidiary of Central Garden & Pet Company (NASDAQ: CENT). The company manufactures and markets dog chew toys, edible chew treats, dental care products, treat-dispensing toys, and play toys under the Nylabone master brand and sub-brands including Healthy Edibles, Nubz, Nutri Dent, Advanced Oral Care, Flexi Chew, Strong Chew, Power Chew, Puppy Chew, and Love Our Oceans. Its product architecture is organized around a proprietary Chew Meter system that segments offerings by dog size and chewing intensity (Puppy, Flexi, Strong, Power), and its dental line features a scientifically formulated Denta-C ingredient across toothbrushes, toothpaste, water additives, and dental sprays. Manufacturing is U.S.-based, and the brand emphasizes Made in USA heritage, veterinarian recommendation, and real-meat flavor infusions (chicken, bison, venison, bacon, beef). Recent product launches include the 2025 Real Meat Flavors collection marking the brand's 70th anniversary, and the April 2026 Love Our Oceans Collection made with 30% reclaimed fishing nets.

Nylabone generates revenue through one-time sales of physical goods across a multi-channel U.S. distribution footprint that includes mass merchants (Walmart, Target, Costco), pet specialty chains (Petco, PetSmart, Pet Supplies Plus), e-commerce marketplaces (Amazon, Chewy), and independent pet retailers. Pricing is unit-based with mass-market affordability (e.g., $9.50 promotional entry point for a treat toy) and spans budget through premium tiers driven by material durability, formulation, and flavor profile. The customer base is the long tail of U.S. dog owners segmented across puppy, moderate, average, and power chewer use cases plus a dental-health-focused segment, with marketing conducted through the Dog 101 educational content platform, social channels, the Club Nylabone loyalty program, and a brand ambassador community.

Strategically, Nylabone is pursuing premiumization (real-meat flavors), sustainability positioning (Love Our Oceans), and content-led consumer engagement under a stable corporate parent. Revenue is not separately disclosed by Central Garden & Pet, but the brand's distribution depth, headcount of 251–500, and 70-year category leadership suggest it is a meaningful contributor within the parent's pet segment. The company faces moderate growth from a mature baseline, with low customer concentration risk and no disclosed AI/technology platform ambitions.

Name

Nylabone

Legal name

Nylabone

Website

https://nylabone.com

Company type

Private

Founded year

1955

Operating status

Operating

Headcount range

251–500 employees

Short description

Nylabone is a Neptune, NJ-based consumer pet-products brand owned by Central Garden & Pet Company, manufacturing dog chew toys, edible treats, and dental care products organized by chew strength under a Chew Meter sizing system and sold across all major U.S. mass, pet specialty, and e-commerce retailers.

Ownership category

akta.pro rank

Product category

Pet Products / Dog Chews and Treats

NAICS

Dog and Cat Food Manufacturing (311111)

SIC

Food And Kindred Products (2000), Miscellaneous Plastics Products (3080)

akta.pro primary industry

Treats & Chews (CRADAFAE)

akta.pro secondary industries

Dental & Oral Health Supplements (HLAMALAG), Manufacturing, Private Label & Co-Manufacturing for Animal Diets (HLAMAHAO)

Keywords

• Dog chew toys
• Pet dental chews
• Edible dog treats
• Durable chew bones
• Pet product manufacturing

Headquarters

HQ city

Neptune

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Chew Toys: Non-edible nylon and rubber chew toys sold at various price points through retail and e-commerce channels. Products include Puppy Chew, Flexi Chew, Strong Chew, and Power Chew lines with different durability levels.
2. Edible Chew Treats: Edible, digestible chew treats including Healthy Edibles, Nubz, and Nutri Dent brands. These are consumable products that generate repeat purchase revenue.
3. Dental Care Products: Advanced Oral Care line including toothbrushes, toothpaste, water additives, and dental sprays. Veterinary-recommended products for preventative oral hygiene.
4. Treat Toys: Interactive toys designed to hold treats, combining play and reward functionality for dog enrichment and training.

Pricing tiers

Go-to-market motion2 records

Distribution channels9 records

Marketing channels5 records

Core offering

Nylabone manufactures and sells durable nylon and rubber dog chew toys, edible chew treats, and dental care products marketed primarily to dog owners through mass-market, warehouse club, and pet specialty retailers. Founded in 1955 and headquartered in Neptune, New Jersey, the company sells distinct product lines such as Puppy Chew, Flexi Chew, Strong Chew, Power Chew, Healthy Edibles, Nubz, Nutri Dent, Advanced Oral Care, and the sustainable Love Our Oceans Collection.

Product overview

Nylabone is a pet product brand owned by Central Garden & Pet Company, offering a comprehensive portfolio of dog toys, chew treats, and dental care products. The product lineup is organized across four main chew strength categories: Puppy Chew (soft toys for teething puppies), Flexi Chew (moderate chewers and senior dogs), Strong Chew (average chewers with natural rubber options), and Power Chew (extreme chewers with durable nylon). The core chew toys are complemented by edible chew treats under the Healthy Edibles and Nubz sub-brands, and dental solutions under the Advanced Oral Care and Nutri Dent lines. Products feature real meat flavors (chicken, bacon, beef, bison, venison) and are veterinarian-recommended with dental benefits. The brand celebrated its 70th anniversary in 2025 and has recently launched sustainable product lines including the Love Our Oceans Collection made with reclaimed fishing nets.

Differentiator

Problem solved

Functional benefit

Brands

• Healthy Edibles: All-natural long-lasting edible chew treats for dogs, featuring various protein flavors
• Nubz
• Nutri Dent
• Advanced Oral Care
• Flexi Chew
• Power Chew
• Strong Chew
• Puppy Chew
• Love Our Oceans

Products and services

• Puppy Chew Durable nylon chew toy line designed specifically for puppies, sized for younger dogs with developing teeth and softer chewing styles.
• Flexi Chew Flexible chew toy line made from softer, flexible material suited for moderate chewers and gentler chewing styles.
• Strong Chew Durable chew toy line engineered for strong chewers, providing tougher nylon construction for aggressive chewing dogs.
• Power Chew Top-tier durable chew toy line for power chewers and large breeds requiring maximum durability and long-lasting engagement.
• Healthy Edibles Edible long-lasting chew treat line formulated as a digestible alternative to traditional chew bones for dogs.
• Nubz Edible chew treat product line offering bite-sized, gnaw-friendly treats for dogs.
• Nutri Dent Edible dental chew treat line designed to support dog dental health through chewing action.
• Advanced Oral Care Dental care product line featuring the proprietary Denta-C formula to help reduce tartar and support oral health in dogs.
• Love Our Oceans Collection Sustainable dog chew toy and treat collection produced with ocean-friendly or recycled material commitments for environmentally conscious pet owners.

Quantifiable outcome

• Dental nubs and textures help reduce plaque and tartar buildup as dogs chew
• +1 more outcomes

Named customers9 records

Segments6 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Wellness Pet Company: Wellness is a broader incumbent in natural pet food and treats, competing with Nylabone's Healthy Edibles line on natural ingredient positioning and premium shelf placement at Petco and PetSmart.
• Petmate: Petmate is a broad incumbent in pet products offering chew toys, treats, and durable play products across the same retail channels as Nylabone, but with a wider portfolio spanning kennels, bowls, and travel.
• Blue Buffalo: Blue Buffalo is a broader incumbent in pet food and treats, sharing the veterinarian-recommended positioning with Nylabone and overlapping on dental and natural treat categories at mass and specialty retail.

Direct peers

• Petstages: Petstages competes directly with Nylabone in puppy teething, chew toys, and dental stick categories, distributing through overlapping mass and pet specialty retailers.
• Barkworthies: Barkworthies is a sister brand under Central Garden & Pet that competes directly with Nylabone's Healthy Edibles line in single-ingredient, natural, long-lasting edible dog chews.
• Outward Hound: Outward Hound is a direct peer in dog toys, chews, and treat-dispensing enrichment products, competing on innovation cycles and distribution at Chewy, Petco, and PetSmart.
• KONG Company: KONG is the most iconic direct competitor to Nylabone in durable dog chew toys, with overlapping rubber and treat-dispensing toy SKUs sold across the same mass and pet specialty retail channels.
• Benebone: Benebone is a direct peer in the flavored nylon chew space, competing head-to-head with Nylabone's Power Chew line for the power chewer segment with similar real-meat flavor infusion and Made in USA positioning.

Emerging players

• Chuckit!: Chuckit! is an emerging player in dog play and fetch toys with growing distribution at Walmart and Petco, partially overlapping Nylabone's Power Play and treat toy categories.
• Himalayan Pet Supply: Himalayan Pet Supply is an emerging player in the natural, long-lasting chew category (yak cheese, hard cheese chews), directly threatening Nylabone's edible chew franchise as consumer preference shifts to fully digestible options.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/nylabone
• YouTubeyoutube.com/user/nylaboneproducts
• Facebookfacebook.com/nylabone
• LinkedInlinkedin.com/company/nylabone
• Instagraminstagram.com/nylabone
• TikToktiktok.com/@nylabone

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Nylabone