What Crumps' Naturals does

Crumps' Naturals is a privately-held, family-owned and female-led Canadian manufacturer of natural pet treats, founded in 2006 and headquartered in Brampton, Ontario. The company produces single-ingredient and functional treats for dogs and cats using low-temperature air-drying and freeze-drying processes, plus a patented slow-baking process for its flagship Sweet Potato Chews. Its product portfolio spans multiple protein bases (beef, chicken, lamb, duck, pork, turkey, venison, fish) and includes dedicated sub-brands such as Plaque Busters Dental Sticks, Gutsy Prebiotic Bites, and Elevate Bites, alongside meal toppers and sprinkles. Manufacturing is conducted in two owned facilities located in Mississauga, Ontario (primary, operational since 2006) and North Carolina (added to serve U.S. customers), with traceable single-ingredient sourcing highlighted as a core value proposition.

The company sells direct-to-consumer via its Canadian e-commerce storefront at crumps.ca (prices listed in CAD, $8.99–$29.99 per pack) and a U.S. storefront at crumpsnaturals.com, and distributes through Amazon, PetSmart, Chewy, Pet Valu, Global Pet Foods, and Ren's Pets across North America. Target customers are health-conscious dog and cat owners seeking treats without artificial preservatives, colors, or additives, and with functional benefits including dental care, digestive health, training rewards, and meal enhancement. Sweet Potato Chews, Mini Trainers Freeze-Dried Beef Liver, Beef Liver Bites, Beef Tendersticks, and Beef Sprinkles are the publicly highlighted best sellers.

The business model is a conventional CPG unit-pricing model (pay-as-you-go, one-time purchase) executed across multiple retail channels with no disclosed subscription tier. Revenue is generated primarily through retailer wholesale, marketplace sales, and direct e-commerce. The company is bootstrapped, with no disclosed external funding, no parent company, and no subsidiaries. It has received third-party recognition including Canada's Best Managed Companies (in its milestone 20th year) and the 2025 Pet Innovation Awards for pet nutrition and wellness.

Name

Crumps' Naturals

Website

https://crumps.ca

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

101–250 employees

Short description

Family-owned Canadian pet treat manufacturer founded in 2006, producing natural, single-ingredient, and functional freeze-dried and baked treats for dogs and cats. Sells direct-to-consumer via crumps.ca and through major retailers including PetSmart, Chewy, and Amazon across North America.

Ownership category

akta.pro rank

Product category

Natural Pet Treats

NAICS

Dog and Cat Food Manufacturing (311111)

SIC

Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Treats & Chews (CRADAFAE)

akta.pro secondary industries

Frozen & Raw Pet Food (incl. freeze-dried) (CRADAFAD), Functional & Veterinary Diet Pet Food (CRADAFAF), Fresh & Refrigerated Pet Food (CRADAFAC)

Keywords

• Natural pet treats
• Freeze-dried dog treats
• Pet dental sticks
• Single-ingredient treats
• Pet food toppers

Headquarters

HQ city

Brampton

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer E-commerce: Crumps' Naturals generates revenue through their direct-to-consumer e-commerce platform at crumps.ca, selling directly to pet owners across Canada with prices listed in CAD.

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels3 records

Core offering

Crumps' Naturals manufactures and sells natural, single-ingredient pet treats for dogs and cats, including freeze-dried protein bites, slow-baked sweet potato chews, jerky products, dental sticks, prebiotic functional bites, and meal toppers. Products contain no additives, artificial preservatives, or colors, and are made with 100% traceable, responsibly sourced ingredients in the company's own manufacturing facilities. The portfolio targets pet owners seeking natural, functional, and limited-ingredient nutrition and is sold through direct e-commerce and major pet retailers across North America.

Product overview

Crumps' Naturals is a family-owned and female-led natural pet treat company founded in 2006, offering a diverse portfolio of single-ingredient and functional dog and cat treats. The core product lineup centers on protein-based treats (beef, chicken, lamb, duck, pork, turkey, venison, fish) in various formats including freeze-dried, baked, and jerky styles, alongside vegetable-based options like Sweet Potato Chews and Apple Bites. Key sub-brands include Plaque Busters (dental care treats), Gutsy Prebiotic Bites (functional gut health treats), and a Cat Treats line. The product architecture includes core single-ingredient treats, functional sub-brands addressing specific health needs (dental, gut health, heart health), and meal enhancement products like sprinkles and toppers. The company produces in its own facilities in Mississauga, Ontario and North Carolina using small-batch processing with traceable, responsibly sourced ingredients.

Differentiator

Problem solved

Functional benefit

Products and services

• Sweet Potato Chews Best-selling vegan dog chew made from slow-baked North Carolina sweet potatoes, rich in vitamins, minerals, and beta-carotene; produced via the company's patented slow baking process and sold in multiple sizes (160g, 330g, 612g) at $8.99–$29.99 CAD.
• Mini Trainers Freeze-Dried Beef Liver High-protein freeze-dried beef liver training treat for dogs with only 1 calorie per morsel, designed for repetitive rewards during training; sold in 55g and 126g sizes at $9.99 and $16.99 CAD.
• Beef Liver Bites Single-ingredient freeze-dried beef liver morsels that are high in protein and low in calories, sold in 72g, 155g, and 280g sizes at $8.99–$25.99 CAD; suitable as a snack or meal topper for dogs of all ages including puppies.
• Beef Tendersticks Single-ingredient, high-protein dog treat made from 100% North American beef, baked low and slow to lock in nutrients and flavor; easy to break apart and sold in 58g, 138g, and 250g sizes at $8.99–$25.99 CAD.
• Plaque Busters Dental Sticks Sub-brand of dental care dog treats combining North American sweet potato and oyster shell to help remove plaque and strengthen teeth, available in multiple flavors (Original, Bacon, Pumpkin Spice, Advanced Whole Mouth, Advanced Double Fresh, and Fresh Bites spearmint) from $11.99 CAD.
• Gutsy Prebiotic Bites Functional sub-brand of prebiotic dog treats supporting digestive health, immune function, and nutrient absorption, sold in 130g packs from $13.99 CAD and including Balance Bites, Happy Bites, Calm Bites, and Immune Bites variants.
• Jerky with Function (Chicken Collagen Jerky and Venison Chia Jerky) Functional jerky line for dogs combining protein with added functional ingredients: Chicken Collagen Jerky (153g) provides collagen benefits for joint and skin health, while Venison Chia Jerky (158g) adds omega-3 fatty acids and protein.
• Meal Toppers / Sprinkles Sprinkle-style dog food toppers sold across multiple high-protein, low-fat variants (Beef Sprinkles 120g, Chicken Sprinkles 120g, Fish + Superfood Greens Sprinkles, Turkey + Superfood Golds Sprinkles) at $9.99 CAD each, designed to enhance kibble and meals.
• Single-Ingredient Protein Bites (Chicken Bites, Lamb Chops, Apple Bites, Sweet Potato Fries, Traditional Liver Fillets) Lineup of single-ingredient freeze-dried and baked treats for dogs including Chicken Bites (100g), Lamb Chops (110g), Apple Bites (120g), Sweet Potato Fries (280g), and Traditional Liver Fillets (192g), designed for dogs with food sensitivities or owners seeking limited-ingredient options.
• Mini Trainers Multi-Protein Line Multi-protein training treat line for dogs including Chicken, Beef, Duck, Lamb, and Pork Hearts variants, with 3 calories per treat and high protein content for repetitive rewards during training sessions.
• Elevate Bites and Heart Healthy Bites Functional bite-sized dog treats supporting specific health benefits, including Elevate Bites (190g) and Heart Healthy Bites (6.7 oz) formulated to support heart health in dogs.
• Freeze Dried Cat Treats (Beef and Chicken) Single-ingredient freeze-dried cat treats offered in Beef (1.05 oz) and Chicken (1.05 oz) formulations, extending the company's natural, additive-free approach to feline nutrition.
• Gutsy Cat Treats Prebiotic sub-brand of cat treats including Calm Bites, Happy Bites, and Balance Bites variants designed to support feline gut health and overall wellness.

Quantifiable outcome

• Products made with responsibly sourced, high quality single ingredients
• +2 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Seven partnerships are on record, tiered major, minor and core.

• AmazonmajorChannel Partner/ Reseller/ DistributorAmazon serves as a major online marketplace channel partner for Crumps' Naturals, distributing their pet treats to customers across their platform.
• PetSmartmajorChannel Partner/ Reseller/ DistributorPetSmart is a major retail chain partner carrying Crumps' Naturals products in their physical stores across North America.
• ChewymajorChannel Partner/ Reseller/ DistributorChewy is an online pet retailer partner distributing Crumps' Naturals products to their customer base.
• Global Pet FoodsmajorChannel Partner/ Reseller/ DistributorIndependent pet food retailer carrying Crumps' Naturals products in their stores across Canada.
• Ren's PetsminorChannel Partner/ Reseller/ DistributorRegional Canadian pet retailer partner distributing Crumps' Naturals products.
• Pet ValuminorChannel Partner/ Reseller/ DistributorCanadian pet specialty retailer carrying Crumps' Naturals products in their franchise locations.
• Scott Farms (North Carolina)coreOthersScott Farms in North Carolina supplies sweet potatoes for Crumps' Naturals products, featuring Joe, Margot, and Sonny Scott as part of their ingredient sourcing transparency.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Freshpet: U.S.-listed fresh/refrigerated pet food maker. Adjacent comparable as a premium, fresh-ingredient pet food competitor pushing the natural/premium category forward, though focused on full meals rather than treats.
• Wellness Pet Company: Large premium natural pet food portfolio (Wellness Core, Complete Health, WHIMZEES). Broad incumbent with overlapping natural treat positioning but a much larger full-nutrition portfolio.
• Champion Petfoods: Canadian maker of ORIJEN and ACANA premium pet foods. A regional incumbent with similar premium natural positioning and Canadian heritage; operates at significantly larger scale across full-nutrition categories.
• Blue Buffalo: General Mills-owned premium natural pet food brand. A broad incumbent offering overlapping natural/limited-ingredient products but at much larger scale across full nutrition, treats, and wellness lines.

Direct peers

• Primal Pet Foods: Premium freeze-dried and raw pet food and treats brand. Directly comparable to Crumps' on freeze-dried beef liver and protein-based training treats, with similar natural/functional positioning.
• Stella & Chewy's: U.S.-based premium pet food brand specializing in freeze-dried raw and natural treats. Closely comparable to Crumps' on freeze-dried protein treats, single-ingredient positioning, and natural/limited-ingredient philosophy.
• Open Farm: Premium natural pet food and treats brand with strong sustainability and traceability messaging. Comparable to Crumps' on ingredient transparency, natural positioning, and DTC-plus-retail GTM.
• K9 Natural: New Zealand-based natural pet food brand offering freeze-dried and frozen raw products. Directly comparable to Crumps' on single-ingredient, high-protein, freeze-dried positioning targeting premium pet owners.
• Petcurean: Canadian premium pet food company (Go! Solutions, Now Fresh). Directly comparable as a Canadian-headquartered natural pet food brand competing in the same domestic retail and natural-channel set as Crumps'.
• Vital Essentials: Freeze-dried raw pet treat and food manufacturer. Competes with Crumps' Mini Trainers and Beef Liver Bites product lines in the same freeze-dried, single-ingredient treat category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/crumpsnaturals

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 Crumps' Naturals