Gentle Giants Products

What Gentle Giants Products does

Gentle Giants Products, doing business as Gentle Giants Rescue and Adoptions, is a California-based non-profit 501(c)(3) founded in August 1994 by actor Burt Ward (Robin from the 1960s Batman TV series) and his wife Tracy Ward. The organization operates a 5-acre rescue facility in Norco, California (Riverside County), where 45-50 dogs of 45 different breeds — primarily giant breeds such as Great Danes, Mastiffs, Saint Bernards, Newfoundlands, and Irish Wolfhounds — live at any given time. The organization rescues over 1,000 dogs annually from shelters across the U.S. and some foreign countries, with cumulative placements exceeding 14,000 since inception. Adoption services are restricted to Southern California and Southern Nevada households with adopters required to be at least 25 years old and complete in-person appointments at the Riverside County facility Monday-Saturday at 4:30 p.m.

The commercial engine of the organization is Gentle Giants World Class Canine Cuisine, an all-natural super premium dog food formulated in-house starting around 2005 and launched commercially around 2010. The recipe comprises farm-raised chicken, fish, eggs, 12 vegetables, 3 fruits, and 4 grains with added glucosamine, chondroitin, prebiotics, probiotics, and antioxidants; nutrient specs include 22% crude protein, 9% crude fat, and Omega-3 minimum 0.7%. The product is positioned around a self-regulating feeding claim (dogs reportedly consume one-third less food and produce one-third less stool) and a longevity protocol (proprietary feeding schedule, elevated bowls, and 10-15 minute feeding windows) that Ward claims can extend giant-breed lifespans to 14-18 years versus a typical 7-9 years. Complementary SKUs include an Advanced Cell Hydrating Formula (pet water supplement) and Vivo Clustered Water for humans, both built around hexagonal/clustered water technology.

Distribution is anchored by a nationwide partnership with Walmart (1,600+ Supercenters), supplemented by PetSmart.com and regional California grocery chains (Stater Bros., Ralphs, Gelson's, Save Mart, Lucky). Pricing is anchored at $34.96 per 33lb bag at Walmart with $21.99 for a 15lb bag, $490-$990 per adoption, and a 10% first-time discount via the 'GentleGiants' code on direct orders. Secondary revenue streams include adoption fees, tax-deductible donations, training and wellness programs, and a branded merchandise store. Burt Ward publicly states the operation does not profit from dog food or shelter activity and that his separate Logical Figments animation company cross-subsidizes the rescue mission.

Name

Gentle Giants Products

Legal name

Gentle Giants Rescue and Adoptions, Inc.

Website

https://gentlegiantsrescue.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

1–10 employees

Short description

Gentle Giants Products is a California non-profit 501(c)(3) that rescues giant-breed dogs (Great Danes, Mastiffs, Saint Bernards) and sells proprietary Gentle Giants World Class Canine Cuisine all-natural dog food through Walmart (1,600+ stores), PetSmart.com, and regional California grocers, with adoption services limited to Southern California and Southern Nevada.

Ownership category

akta.pro rank

Product category

Premium Natural Dog Food

NAICS

Dog and Cat Food Manufacturing (311111), Animal Food Manufacturing (31111), Pet and Pet Supplies Retailers (459910)

akta.pro primary industry

Dry Pet Food (Kibble) (AFADAFAA)

akta.pro secondary industry

Companion Animal Maintenance & Wellness Nutrition (HLAMAHAB)

Keywords

• Premium natural dog food
• Giant breed dog rescue
• Pet adoption services
• Canine nutrition products
• Pet wellness supplements

Headquarters

HQ city

Norco

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Dog Food Sales: Sale of Gentle Giants World Class Canine Cuisine all-natural dog food through retail stores (Walmart, PetSmart, grocery chains) and direct online ordering; revenue supports rescue operations
2. Dog Adoption Fees: Adoption fees ranging from $490 to $990 based on costs involved (neuter/spay, shots, temperament testing, training, care, transportation, special surgical procedures); includes one 15lb bag of dog food
3. Donations: Tax-deductible donations to support rescue operations and cover surgical costs for rescued dogs

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels5 records

Core offering

Gentle Giants Products sells a proprietary all-natural super premium dog food called Gentle Giants World Class Canine Cuisine in bag sizes from 3.5lb to 33lb, distributed through Walmart, PetSmart.com, regional grocery chains, and a direct online store. The organization also operates one of the world's largest giant-breed dog rescue and adoption programs, placing 1,000+ dogs per year with Southern California and Nevada families, supported by adoption fees, donations, branded merchandise, and complementary pet wellness products such as an Advanced Cell Hydrating Formula.

Product overview

Gentle Giants Products operates as a dog rescue organization and pet product company. The core offering is Gentle Giants World Class Canine Cuisine, an all-natural super premium dog food available in multiple sizes (3.5lb to 33lb bags) sold through Walmart, PetSmart, grocery stores, and direct online ordering. The company also provides dog rescue and adoption services, offering 45 different giant and small breed dogs with adoption fees ranging from $490 to $990. Complementary products include the Advanced Cell Hydrating Formula for pets, Vivo Clustered Water for humans, training and wellness programs, and branded merchandise through their store. The company, led by Burt Ward (Robin from the 1960s Batman series), is based in Riverside County, Southern California.

Differentiator

Problem solved

Functional benefit

Products and services

• Gentle Giants World Class Canine Cuisine Dog Food All-natural super premium dog food formulated with farm-raised chicken, fish, eggs, 12 vegetables, 3 fruits, and 4 grains including glucosamine, chondroitin, prebiotics, probiotics, and antioxidants. Available in 3.5lb, 7.5lb, 15lb, 18lb, and 33lb bag sizes. Designed for dogs to self-regulate food intake and claimed to extend canine lifespan. Sold to individual dog owners nationwide.
• Gentle Giants Dog Rescue and Adoption Services International dog rescue organization rescuing and adopting giant and small breed dogs across 45 breeds including Great Danes, Mastiffs, Saint Bernards, Newfoundlands, Irish Wolfhounds, and many more. Rescues over 1,000 dogs annually with a total of 14,000+ adoptions since founding. Adoption fees range from $490 to $990 and include neuter/spay, shots, temperament testing, training, transportation, and one 15lb bag of dog food. Adoption restricted to Southern California and Southern Nevada residents aged 25+.
• Gentle Giants World Class Advanced Cell Hydrating Formula Water supplement for dogs and cats featuring Clustered Water technology with vitamins, collagen, and antioxidants. Claimed to improve cellular hydration and support pet health and longevity. Sold to individual pet owners.
• Vivo Clustered Water Clustered water product for human consumption developed with Dr. Lee Lorenzen, incorporating hexagonal water technology claimed to improve cellular hydration and support overall human health. Sold to individual consumers.

Quantifiable outcome

• Giant breed dogs living average of 14-18 years (vs traditional 7-9 year lifespan)
• +5 more outcomes

Named customers7 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Stater Bros. MarketscoreChannel Partner/ Reseller/ DistributorRegional grocery chain partner in Southern California; confirmed sales tripled since product launch nearly two years ago; CEO Jack Brown stated: 'It's very tough to get placement in a store. It must be a product we believe our customer will purchase and repurchase.'
• WalmartcoreChannel Partner/ Reseller/ DistributorMajor retail partner with 1,600+ Walmart Supercenters nationally; exclusive nationwide distribution channel; offers free pickup at local stores; planned expansion to 218 Canadian stores
• PetSmartminorChannel Partner/ Reseller/ DistributorOnline retail partner selling Gentle Giants dog food with free shipping
• Norco Animal ControlcoreStrategic or Co-development PartnerShelter Buddies Rescue Program - adopted their local animal shelter; provides reimbursement for adopters who adopt shelter pets; supports shelter cats and dogs through Petfinder listings

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Canidae: Independently owned premium natural pet food brand offering dry kibble with multi-protein, fruit, and vegetable formulations. Comparable family-business positioning, ingredient philosophy, and mass/premium retail channel mix to Gentle Giants.
• Fromm Family Foods: Fourth-generation, family-owned premium dry dog food manufacturer based in Wisconsin. Comparable to Gentle Giants in independent/family ownership, all-natural formulation, and multi-protein recipes with fruit and vegetable inclusions, though Fromm is larger and more established in independent pet retail rather than mass-market.
• Wellness Pet Food: Premium natural pet food brand (Wellness CORE, Complete Health) sold through mass and specialty retail. Comparable product positioning (natural ingredients, life-stage formulas, grain-inclusive and grain-free options) and overlapping retail footprint with Gentle Giants at Walmart and grocery chains.
• Champion Petfoods (Orijen & ACANA): Manufacturer of Orijen and ACANA premium pet foods with regionally sourced ingredients and 'biologically appropriate' positioning. Competes in the same premium kibble category with similar natural-ingredient storytelling, though Champion is owned by Mars Inc. and priced at the ultra-premium tier above Gentle Giants' mass-market positioning.
• Blue Buffalo: Premium natural pet food brand sold across mass retail including Walmart, competing head-to-head with Gentle Giants on the natural-ingredient positioning and similar price-per-pound. Acquired by General Mills for ~$8B in 2018, giving it dramatically larger marketing and R&D resources but operating in the same category, channels, and consumer segment.
• Taste of the Wild: Premium dry pet food brand owned by Diamond Pet Foods, sold through mass-market retail including Walmart, with a roasted-meat, fruit-and-vegetable ingredient story very similar to Gentle Giants. Directly comparable on price-per-pound, distribution channel, and natural-ingredient positioning.

Emerging players

• The Farmer's Dog: Direct-to-consumer fresh, human-grade dog food brand that has rapidly scaled via subscription model and aggressive digital marketing. Targets the same health-conscious, premium-paying dog owner segment as Gentle Giants via a fundamentally different fresh-food delivery model, representing both a competitive threat and a category expansion signal.

Others

• Best Friends Animal Society: Largest no-kill animal rescue and adoption organization in the US, operating sanctuaries, adoption centers, and national programs. Comparable to the Gentle Giants rescue mission (placement of dogs nationwide, celebrity-driven awareness) though operating at significantly greater scale and broader geographic reach.
• PetSmart: Largest US specialty pet retailer, and a current distribution partner for Gentle Giants dog food (PetSmart.com). Relevant as a channel partner and potential growth lever (in-store placement) but also a competitive venue that stocks dozens of premium dog food brands competing for the same shopper.

Broad incumbents

• Hill's Pet Nutrition: Science-led pet nutrition incumbent owned by Colgate-Palmolive, offering Science Diet and Prescription Diet lines. Broad incumbent in pet nutrition with veterinary channel dominance that Gentle Giants does not participate in but competes against on longevity/health positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/GentleGiantsRsQ
• YouTubeyoutube.com/user/GentleGiantsRescue
• Facebookfacebook.com/GentleGiantsRescue2
• LinkedInlinkedin.com/company/gentle-giants

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 Gentle Giants Products