What Cloud Star does

Cloud Star, founded in 1999 and headquartered in Chesterfield, Missouri, is a privately held U.S. pet treat and supplement company operating as a wholly owned subsidiary of Whitebridge Pet Brands. The company runs a family-of-brands portfolio of eight trademarked lines — Tricky Trainers, Wag More Bark Less, Buddy Biscuits, Dogswell, Dynamo Dog, Grizzly Pet Products, Pet Botanics, and Remedy & Recovery — covering training rewards, indulgent biscuits and jerky, functional soft chews (hip and joint, skin and coat, gut health), omega-rich supplements, and first aid and grooming solutions for dogs primarily and cats selectively. Products are formulated around real ingredients, kitchen-style preparation, and functional health positioning, with proprietary blends featuring probiotics, glucosamine, chondroitin, omega fatty acids, and postbiotics such as EpiCor.

The business is built on a multi-brand, retail-anchored CPG model. Cloud Star manufactures and markets through major U.S. pet specialty retailers (PetSmart, Petco, Tractor Supply) and large e-commerce marketplaces (Chewy, Amazon), with marketing support via its website, blog, social channels (YouTube, Instagram, Facebook), an interactive product recommendation quiz, and a professional trainer partner program. Pricing is set and realized through retail partners rather than direct from Cloud Star. Trademarks are registered across all major brand names.

With 11–50 employees, no external venture or private equity funding disclosed, and a 25-year operating history, Cloud Star functions as a stable, founder-led operating company within Whitebridge Pet Brands' portfolio. Growth signals in 2024 include senior-pet-specific functional lines (Dogswell Mini Soft Strips, Grizzly Lifestage Supplement), a postbiotic liquid supplement, and recyclable/resealable packaging, paired with formal sustainability commitments through the Pet Sustainability Coalition and How2Recycle.

Name

Cloud Star

Legal name

Cloud Star

Website

https://cloudstar.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

Cloud Star is a U.S. pet treat and supplement company operating a portfolio of eight brands — including Tricky Trainers, Wag More Bark Less, Buddy Biscuits, Dogswell, and Grizzly — producing training, indulgence, functional, and first aid products for dogs and cats, distributed through PetSmart, Petco, Tractor Supply, Chewy, and Amazon as a subsidiary of Whitebridge Pet Brands.

Ownership category

akta.pro rank

Headquarters

HQ city

Chesterfield

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

Revenue model

1. Pet Treats and Supplements: Cloud Star generates revenue through the sale of dog and cat treats, functional soft chews, training treats, indulgent treats, grooming products, and supplements. Products are sold through retail pet specialty stores and online marketplaces.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels4 records

Core offering

Cloud Star develops, manufactures, and sells a multi-brand portfolio of dog and cat treats and pet supplements spanning training treats (Tricky Trainers, Pet Botanics), indulgent treats (Wag More Bark Less, Buddy Biscuits), and functional health/wellness products (Dynamo Dog, Dogswell, Grizzly Pet Products, Remedy & Recovery). Products are sold through pet specialty retailers (PetSmart, Petco, Tractor Supply) and e-commerce channels (Chewy, Amazon) targeting dog owners with purpose-driven treats for training, indulgence, and targeted health needs such as hip & joint, gut, skin & coat, and immunity support.

Product overview

Cloud Star is a family of pet treat brands celebrating 25 years in business. The company operates three primary treat categories: Training treats (Tricky Trainers, Pet Botanics, Buddy Trainers), Indulgent treats (Wag More Bark Less, Buddy Biscuits), and Functional/Support treats (Dynamo Dog, Dogswell, Grizzly Pet Products). The portfolio also includes first aid products (Remedy & Recovery) and grooming solutions (Buddy Grooming). Products range from basic crunchy biscuits and jerky to functional soft chews with probiotics, glucosamine, and omega supplements. All treats emphasize real ingredients, simple preparation, and no artificial additives.

Differentiator

Problem solved

Functional benefit

Brands

• Buddy Biscuits: Crunchy and soft treats for dogs, including grooming products. Limited ingredient treats inspired by homemade recipes.
• Dogswell
• Dynamo Dog
• Grizzly Pet Products
• Pet Botanics
• Remedy & Recovery
• Tricky Trainers
• Wag More Bark Less

Products and services

• Dynamo Dog Functional soft chews for dogs formulated with fruits, vegetables, herbs, and vitamins providing targeted health support including hip & joint mobility, skin & coat health, and digestive (tummy) wellness with probiotics.
• Tricky Trainers Time-tested training treats for dogs available in soft & chewy and crunchy varieties, including regular, mini, and puppy-specific formulas; chosen by professional trainers since 1999.
• Wag More Bark Less Indulgent dog treats including oven-baked biscuits, soft chews, meatballs, and jerky offered in grain-free options and made with simple, natural ingredients for guilt-free indulgence.
• Buddy Biscuits Limited-ingredient crunchy and soft dog treats inspired by homemade recipes, available in multiple flavors including seasonal gingerbread, plus the Buddy Grooming grooming product line.
• Dogswell Functional dog treats and jerky delivering wellness solutions for hip & joint health, skin & coat, gut health, and immune support.
• Grizzly Pet Products Omega-rich pet supplements including sustainably sourced wild-caught salmon oil, krill oil, pollock oil, and specialized formulas for hip & joint, gut health, and senior lifestage support for dogs and cats.
• Pet Botanics Everyday dog training rewards and treats in a bite-sized format with high-quality ingredients, designed to keep dogs focused and eager to learn during training.
• Remedy & Recovery First aid and grooming solutions for pets including diarrhea control, hydrocortisone lotion, liquid bandage, antiseptic spray, pet wormer, E-collar, styptic powder, and wound medication.

Quantifiable outcome

• Products rated 4.88-5.0 stars by customers for palatability and effectiveness
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Eight partnerships are on record, tiered minor and core.

• How2RecycleminorStrategic or Co-development PartnerCloud Star partners with How2Recycle to communicate the best way to recycle treat packaging. Products feature How2Recycle logos indicating whether bags can be recycled through store drop-off or are made with post-consumer recycled material.
• Pet Sustainability CoalitioncoreStrategic or Co-development PartnerCloud Star is a proud member of the Pet Sustainability Coalition, committed to implementing sustainable business practices that minimize environmental impact and benefit the communities where they do business.
• ChewycoreChannel Partner/ Reseller/ DistributorMajor online pet specialty retailer and authorized seller of Cloud Star products including Tricky Trainers and other brand treats.
• AmazoncoreChannel Partner/ Reseller/ DistributorMarketplace partner for Cloud Star products, enabling broad online availability across product categories.
• PetSmartcoreChannel Partner/ Reseller/ DistributorNational pet specialty retail chain partner for Cloud Star products including Dynamo Dog functional treats.
• PetcocoreChannel Partner/ Reseller/ DistributorNational pet specialty retail chain partner for Cloud Star products.
• Tractor SupplycoreChannel Partner/ Reseller/ DistributorRetail partner for Cloud Star products available at Tractor Supply store locations.
• Cloud Star PartnersminorChannel Partner/ Reseller/ DistributorProgram for training professionals to become Cloud Star partners, providing support and resources for professional dog trainers.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Blue Buffalo (Nestlé Purina PetCare): Blue Buffalo is a premium natural pet food and treat brand sold through PetSmart, Petco, Chewy and Amazon — directly comparable to Cloud Star on channel mix (specialty retail + e-commerce) and premium natural positioning, though it operates at far broader scale across dry/wet food plus treats.
• Merrick Pet Care (Nestlé Purina): Merrick is a holistic natural pet food and treat brand owned by Nestlé Purina, sold in PetSmart, Petco, Chewy and online — competes with Cloud Star on natural, grain-free treats and supplements while running a much broader portfolio across food and treats.
• Nutro (Mars Petcare): Nutro is a Mars-owned natural pet nutrition brand sold across mass and specialty retail including Chewy, PetSmart and Petco — comparable natural/wholesome positioning and channel footprint, but at far broader category and scale.

Direct peers

• Wellness Pet Company (WellPet): Wellness is a natural pet food and treat brand with overlapping emphasis on wholesome ingredients, functional health positioning and broad U.S. specialty retail distribution — directly comparable family of pet-wellness brands serving similar use-case segmentation (health, indulgence, training).
• Zuke's (Cargill / Diamond Pet Foods): Zuke's specializes in training treats and functional supplements (hip & joint, calming, skin & coat) — almost exact use-case overlap with Tricky Trainers, Pet Botanics and Dynamo Dog, and similar distribution through mass and specialty retail.
• Stella & Chewy's: Stella & Chewy's is a premium natural/raw pet nutrition brand with treats, supplements and freeze-dried offerings sold in pet specialty — comparable premium ingredient positioning and functional claims to Cloud Star's Dogswell and Wag More Bark Less lines.
• Old Mother Hubbard (J.M. Smucker): Old Mother Hubbard is one of the original natural baked-dog-biscuit brands in U.S. specialty retail — direct category precedent for Cloud Star's Wag More Bark Less and Buddy Biscuits baked/indulgence lines, sharing similar positioning around wholesome, slow-baked dog treats.
• Fruitables Pet Food: Fruitables makes functional treats and supplements (digestive health, calming, hip & joint) with an emphasis on natural, limited-ingredient formulations — directly competes with Dynamo Dog and Dogswell on functional soft-chew positioning and pet specialty retail distribution.
• Open Farm: Open Farm is a premium, sustainability-credentialed pet nutrition brand selling treats, food and supplements in PetSmart, Petco and direct channels — comparable to Cloud Star on natural-positioning, sustainability storytelling and pet specialty/online channel mix.

Emerging players

• Purely Natural Pet: Purely Natural Pet makes functional pet health products (oral care, hip & joint, calming chews) using natural ingredients — narrower but overlapping functional-supplement segment with Dynamo Dog and Grizzly, with smaller scale and more limited distribution today.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@cloudstarpet
• Facebookfacebook.com/cloudstarpets
• LinkedInlinkedin.com/company/cloud-star
• Instagraminstagram.com/cloudstarpets

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries8 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 Cloud Star