Pet-Ag

What Pet-Ag does

PetAg, Inc. is a Hampshire, Illinois-based pet nutrition and wellness manufacturer founded in 1930, organized as a 100% employee-owned private corporation with 251–500 employees. The company designs, manufactures, and distributes species-specific milk replacers (KMR for kittens, Esbilac for puppies), nutritional supplements (Dyne high-calorie products, Bene-Bac probiotics, Sure Grow 100 growth tablets, Cat-Sip, taurine and calcium formulations), grooming products under the Fresh 'n Clean brand (at-home and 15:1 professional concentrate lines), and specialty nutrition for exotics, small mammals, and livestock under the Zoologic line. Its proprietary formulations blend prebiotics (fructooligosaccharide/FOS), defined probiotic strains (Lactobacillus, Bifidobacterium, Enterococcus, Pediococcus), and AAFCO-compliant nutrient profiles intended to replicate mother's milk and support targeted life stages from neonate through senior.

The underlying technology is formulation science rather than software: the company's differentiator is the breadth of species- and life-stage-specific recipes accumulated across nine decades, supported by strict quality control, transparent labeling, and companion accessories such as nursing kits and replacement nurser bottles. No APIs, software products, or digital platforms are offered to end users, and the company operates without a dedicated mobile app.

PetAg monetizes almost entirely through unit-priced hardware sales of physical products across four revenue streams: milk replacers, nutritional supplements, grooming products, and specialty animal nutrition. Go-to-market combines a direct-to-consumer e-commerce storefront (petag.com) that primarily routes traffic to resellers via a "Where to Buy" tool, broad retail distribution (pet specialty stores and mass retailers), an Amazon marketplace presence (where flagship SKUs carry high-volume reviews), and an explicit reseller recruitment channel with a dedicated contact form. Customer segments span individual pet owners, professional dog breeders, cat rescue organizations, professional groomers, exotic and small-mammal caretakers, and livestock owners, with a 60-day satisfaction guarantee across the product line.

Name

Pet-Ag

Legal name

PetAg, Inc.

Website

https://petag.com

Company type

Private

Founded year

1930

Operating status

Operating

Headcount range

251–500 employees

Short description

PetAg is a Hampshire, Illinois-based, 100% employee-owned pet nutrition manufacturer founded in 1930, producing species-specific milk replacers, health supplements, and grooming products for cats, dogs, exotics, and livestock owners across consumer and professional channels.

Ownership category

akta.pro rank

Product category

Pet Nutrition and Wellness

NAICS

Dog and Cat Food Manufacturing (311111), Animal Food Manufacturing (31111), Animal Food Manufacturing (3111)

SIC

Food And Kindred Products (2000), Dairy Products (2020)

akta.pro primary industry

Milk Replacers, Colostrum & Neonatal Nutrition (HLAMAHAJ)

akta.pro secondary industries

Companion Animal Maintenance & Wellness Nutrition (HLAMAHAB), Species-Specific Supplements (Dog/Cat/Other Companion Species) (HLAMALAN), Pet Treats & Chews (AFADAFAF)

Keywords

• Pet milk replacers
• Pet nutritional supplements
• Pet grooming products
• Animal care nutrition
• Pet wellness supplements

Headquarters

HQ city

Hampshire

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, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Milk Replacers: Sale of powdered and liquid milk replacers for kittens (KMR line) and puppies (Esbilac line), including specialty variants like goat's milk formulas. These are core staple products for neonatal animal care.
2. Nutritional Supplements: Sale of health supplements including Dyne high-calorie supplements, Bene-Bac probiotic products, Cat-Sip milk supplements, Sure Grow 100 growth supplements, and specialty formulations for various animal types.
3. Grooming Products: Sale of pet grooming products under the Fresh 'n Clean brand including shampoos, conditioners, cologne sprays, and whitening products for both home and professional grooming use.
4. Specialty Animal Products: Products for other animals including livestock nutritional supplements (Dyne for Livestock), Zoologic milk matrix products for various species, and nursing supplies.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Pet-Ag manufactures and sells pet nutrition, health supplements, and grooming products primarily for cats, dogs, and other animals. The portfolio centers on species-specific milk replacers (KMR for kittens, Esbilac for puppies — the first commercially prepared puppy milk replacer, introduced in 1930) and includes nutritional supplements (Dyne high-calorie, Cat-Sip, Sure Grow 100, Bene-Bac probiotics), specialty milk matrices for exotics and livestock (Zoologic), and grooming products (Fresh 'n Clean) offered both for at-home consumer use and as professional concentrates for grooming businesses.

Product overview

PetAg is a pet nutrition and wellness company offering a comprehensive portfolio of products organized into four main categories: Milks & Nutrition (milk replacers and weaning foods), Health Supplements (probiotics, vitamins, and specialty supplements), At-Home Grooming, and Grooming for Business. Key product lines include KMR® (kitten milk replacers), Esbilac® (puppy milk replacers), Dyne® (high calorie supplements), Cat-Sip® (real milk supplement), Fresh 'n Clean® (grooming products), Bene-Bac® (probiotics), and Zoologic® (milk matrix for exotic animals). The company serves cats, dogs, and other animals across all life stages, from newborns to seniors, with both consumer-facing at-home products and professional-grade concentrate products for grooming businesses.

Differentiator

Problem solved

Functional benefit

Brands

• KMR: Kitten milk replacer brand, the #1 brand in newborn kitten nutrition, available in powder and liquid forms
• Esbilac
• Dyne
• Cat-Sip
• Fresh 'n Clean
• Bene-Bac
• Zoologic
• GME

Products and services

• KMR Kitten Milk Replacer Powder Powdered kitten formula with prebiotics, probiotics, and vitamins for kittens newborn to six weeks old, designed as the next best alternative to mother's milk and meeting AAFCO cat nutrient profiles.
• KMR Kitten Milk Replacer Liquid Ready-to-feed liquid kitten formula in resealable packaging, formulated to be closest to mother's milk in protein, fat, and carbohydrates for kittens newborn to six weeks.
• Goat's Milk KMR Kitten Milk Replacer Powder Kitten milk replacer powder made with goat's milk as an alternative for kittens with sensitivity to regular formulas.
• KMR Goat's Milk Kitten Milk Replacer Liquid Liquid kitten milk replacer made with goat's milk for kittens with sensitive digestion.
• KMR 2nd Step Kitten Weaning Food Transitional weaning food for kittens transitioning from milk to solid food.
• KMR Healthy Aging Cat milk replacer formula designed for senior cats to support healthy aging with nutrients addressing common age-related concerns.
• Cat-Sip Real Milk Supplement Real milk supplement made from Grade A low-fat milk that is 99% lactose-free for easier digestion, providing added hydration for cats and kittens 8 weeks and older, with taurine for eye and heart health.
• Esbilac Puppy Milk Replacer Powder Powdered puppy formula with prebiotics, probiotics, and vitamins for puppies newborn to six weeks old, meeting AAFCO dog nutrient profiles for complete and balanced nutrition.
• Esbilac Puppy Milk Replacer Liquid Ready-to-feed liquid puppy formula as an alternative to powdered form.
• Goat's Milk Esbilac Puppy Milk Replacer Powder Puppy milk replacer powder made with goat's milk for puppies that may have trouble with regular formulas.
• Esbilac Goat's Milk Liquid Liquid puppy milk replacer made with goat's milk for puppies with sensitive digestion.
• Esbilac 2nd Step Puppy Weaning Food Transitional weaning food for puppies transitioning from milk to solid food.
• Esbilac Healthy Aging Specialized milk replacer formula for senior dogs, formulated to support healthy aging with nutrients addressing common age-related concerns.
• Esbilac Healthy Development Puppy milk replacer formula designed to support healthy development and growth in puppies.
• Milk Replacer Plus for Kittens Liquid Enhanced milk replacer liquid formula for kittens with added nutritional benefits beyond the standard KMR formulation.
• Milk Replacer Plus Powder for Kittens Enhanced milk replacer powder formula for kittens with added nutritional benefits beyond the standard KMR formulation.
• Milk Replacer Plus for Puppies Liquid Enhanced milk replacer liquid formula for puppies with added nutritional benefits beyond the standard Esbilac formulation.
• Milk Replacer Plus Powder for Puppies Enhanced milk replacer powder formula for puppies with added nutritional benefits beyond the standard Esbilac formulation.
• PetLac Pet Powder Pet milk replacer powder for puppies and kittens requiring supplemental nutrition.
• PetLac Powder for Kittens Milk replacer powder specifically formulated for kittens.
• PetLac Powder for Puppies Milk replacer powder specifically formulated for puppies.
• Zoologic Milk Matrix 33/40 Species-specific milk matrix formula with 33% protein and 40% fat for various small animals and exotic pets.
• Zoologic Milk Matrix 30/50 Species-specific milk matrix formula with 30% protein and 50% fat for various small animals and exotic pets.
• Zoologic Milk Matrix 42/25 Species-specific milk matrix formula with 42% protein and 25% fat for various small animals and exotic pets.
• Dyne High Calorie Liquid Nutritional Supplement for Dogs High calorie liquid nutritional supplement for dogs to support weight gain and energy needs.
• Dyne High Calorie Liquid Nutritional Supplement for Livestock High calorie liquid nutritional supplement for livestock animals requiring weight gain and energy support.
• Sure Grow 100 Tablets Oral nutritional supplement promoting optimal bone, ligament, and tendon development in puppies eight weeks and older, with calcium, highly available phosphorus, and vitamins A and D in a fast-absorbing formula.
• Dyne Calming Soft Chews Functional soft chew supplement for dogs designed to support calmness and relaxation.
• Dyne Joint & Mobility Soft Chews Functional soft chew supplement for dogs supporting joint health and mobility.
• Dyne Endurance & Vitality Soft Chews Functional soft chew supplement for dogs designed to support endurance and energy levels.
• Dyne Digestion & Immune Support Soft Chews Functional soft chew supplement for dogs supporting digestive health and immune function.
• Bene-Bac Pet Powder Probiotic supplement powder containing prebiotics (fructooligosaccharide) and five probiotics for gut health and digestive support in pets.
• Bene-Bac Gel Probiotic gel supplement for pets providing the same prebiotic and probiotic benefits as the powder form in a convenient gel format.
• Pet Pectillin Diarrhea Medication Over-the-counter diarrhea medication for dogs and cats to address digestive upset.
• High Calorie Gel Supplement for Cats High calorie gel supplement designed for cats requiring additional caloric intake.
• High Calorie Gel Supplement for Dogs High calorie gel supplement designed for dogs requiring additional caloric intake.
• Calcium Phosphorus Tablets Calcium and phosphorus supplement tablets for cats to support bone health.
• Taurine Tablets for Cats Taurine supplement tablets specifically formulated for cats to support heart and eye health.
• Hairball Solution Gel Supplement for Cats Gel supplement to help cats pass and prevent hairballs.
• Hairball Natural Solution Gel Supplement for Cats Natural formula gel supplement for cats to help with hairball relief.
• Zoologic Bene-Bac Plus Mammal Gel Probiotic gel supplement for small mammals and exotic pets with prebiotics and probiotics for gut health.
• Nursing Kit Nursing bottle and nipple kit designed for bottle-feeding orphaned or motherless newborn animals up to 6 weeks old.
• Nurser Bottle Replacement nursing bottle for feeding young animals.
• Fresh 'n Clean Scented Shampoo - Classic Fresh Scent (At-Home) Scented shampoo for dogs with classic fresh scent for regular at-home grooming.
• Fresh 'n Clean 2-N-1 Conditioning Shampoo - Baby Powder Scent Combined shampoo and conditioner product with baby powder scent for at-home dog grooming.
• Fresh 'n Clean 2-N-1 Oatmeal Conditioning Shampoo - Tropical Scent Oatmeal-based shampoo and conditioner with tropical scent for dogs with sensitive skin.
• Fresh 'n Clean Cologne Spray - Baby Powder Cologne spray with baby powder scent for use between baths.
• Fresh 'n Clean Cologne Spray - Fresh Floral Scent Cologne spray with fresh floral scent for use between baths.
• Fresh 'n Clean Oatmeal 'n Baking Soda Shampoo - Tropical Fresh Scent Shampoo with oatmeal and baking soda for gentle cleaning with tropical scent.
• Fresh 'n Clean Oatmeal 'n Baking Soda Conditioner - Tropical Fresh Scent Conditioner with oatmeal and baking soda for softening coat with tropical scent.
• Fresh 'n Clean Scented Crème Rinse - Classic Fresh Scent Cream rinse for detangling and adding shine with classic fresh scent.
• Fresh 'n Clean Waterless Shampoo - Classic Fresh Scent Waterless shampoo spray for quick cleaning between baths with classic fresh scent.
• Fresh 'n Clean Scented Shampoo - Classic Fresh Scent (15:1 Concentrate, Professional) Concentrated shampoo (15:1 dilution ratio) with classic fresh scent for professional groomers and pet care businesses.
• Fresh 'n Clean Scented Shampoo - Classic Fresh Scent (Ready-to-Use for Professionals) Ready-to-use shampoo formula for professional groomers.
• Fresh 'n Clean Crisp Linen Scented Shampoo (15:1 Concentrate, Professional) Concentrated crisp linen scented shampoo (15:1 dilution) for professional grooming businesses.
• Fresh 'n Clean Moisturizing Shampoo - Classic Fresh Scent (15:1 Concentrate, Professional) Concentrated moisturizing shampoo (15:1 dilution) with classic fresh scent for professional grooming businesses.
• Fresh 'n Clean Oatmeal 'n Baking Soda Shampoo - Tropical Breeze Scent (15:1 Concentrate, Professional) Concentrated oatmeal and baking soda shampoo (15:1 dilution) with tropical breeze scent for professional use.
• Fresh 'n Clean Oatmeal 'n Baking Soda Shampoo - Tropical Fresh Scent (10:1 Concentrate, Professional) Concentrated oatmeal and baking soda shampoo (10:1 dilution) with tropical fresh scent for professional use.
• Fresh 'n Clean Oatmeal 'n Baking Soda Conditioner - Tropical Breeze Scent (15:1 Concentrate, Professional) Concentrated conditioner (15:1 dilution) with oatmeal and baking soda for professional grooming businesses.
• Fresh 'n Clean Conditioner - Classic Fresh Scent (15:1 Concentrate, Professional) Concentrated conditioner (15:1 dilution) with classic fresh scent for professional grooming businesses.
• Fresh 'n Clean Crème Rinse - Fresh Clean Scent (15:1 Concentrate, Professional) Concentrated crème rinse (15:1 dilution) with fresh clean scent for professional grooming businesses.
• Fresh 'n Clean Snowy-Coat Whitening Shampoo - Vanilla Scent (15:1 Concentrate, Professional) Concentrated whitening shampoo (15:1 dilution) for brightening white and light coats, formulated for professional use.

Quantifiable outcome

• KMR has 7,927 reviews with 4.7 stars; KMR Liquid has 3,834 reviews with 4.6 stars; Esbilac Powder has 2,736 reviews with 4.7 stars; Sure Grow 100 has 3,384 reviews with 4.7 stars; Cat-Sip has 204 reviews with 4.4 stars
• +1 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• Pet Honesty: Pet Honesty is an emerging D2C-native competitor in pet supplements, offering functional soft chews (joint, skin, calming) that directly overlap with PetAg's newly launched Dyne Chews line. Both companies compete on Amazon and in pet specialty retail with similar ingredient-positioning messaging.
• Nutri-Vet: Nutri-Vet is an emerging player in pet supplements and wellness, offering joint, digestive, and general health products that overlap with PetAg's Dyne Chews and Bene-Bac lines. Both companies target health-conscious pet parents through pet specialty retail and Amazon.

Direct peers

• Milk Products LLC (Sav-A-Kid / Sav-A-Lam): Milk Products LLC manufactures Sav-A-Kid and Sav-A-Lam, the most direct competitors to PetAg's KMR and Esbilac milk replacer lines, serving the same neonatal kitten, puppy, and livestock markets. Both companies compete head-to-head in pet specialty retail and on Amazon with overlapping product positioning.
• Manna Pro: Manna Pro is a direct peer in livestock and small animal nutrition, with overlapping high-calorie supplements (Dyne) and milk replacer products sold through farm supply, pet specialty, and feed store channels. Both companies target the livestock and hobby-farm customer base.
• Farnam (Central Garden & Pet): Farnam, a brand of Central Garden & Pet, is a direct peer in companion animal supplements, grooming, and nutritional products with overlapping distribution in pet specialty, mass retail, and feed-store channels. Both companies target the SMB breeder, working dog, and pet owner segments with comparable product positioning.
• Mazuri (Nestlé Purina): Mazuri, a Purina brand, is a direct competitor in exotic and specialty animal nutrition, including milk matrix products for small mammals and zoo animals that overlap PetAg's Zoologic line. Both serve specialty retailers, breeders, and zoo/exotic animal owners with comparable species-specific formulations.
• Tomlyn (Vetoquinol): Tomlyn, owned by Vetoquinol, is a direct peer in pet nutritional supplements and specialty care products, including digestive, joint, and wellness supplements that overlap PetAg's Bene-Bac, Dyne, and Sure Grow 100 product lines. Both companies target pet specialty retail, vet channel, and Amazon.

Broad incumbents

• Hartz Mountain Corporation: Hartz is a broad incumbent in companion animal care, offering milk replacers, grooming products, supplements, and flea/tick solutions that compete across most of PetAg's portfolio. As a much larger player with national mass-market distribution, Hartz competes with PetAg particularly in the pet specialty and grocery channels.
• Vetoquinol (parent): Vetoquinol is a broad incumbent in animal health, with Tomlyn as a U.S. pet supplement brand and a broader veterinary pharmaceutical and nutraceutical portfolio. Vetoquinol competes with PetAg in the vet-channel and pet specialty supplement categories and brings global scale, particularly in Europe.

Others

• Nylabone (Central Garden & Pet): Nylabone, a Central Garden & Pet brand, is an adjacent player in pet care, focused on chew toys and dental products rather than nutrition. Shared distribution channels (pet specialty, mass retail, Amazon) make it a relevant comparison for channel strategy and shelf-space economics, though the product categories do not directly compete.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCFp6Vk37a7rw2ur0qHZp1jw
• Facebookfacebook.com/petagproducts
• LinkedInlinkedin.com/company/petag-inc-
• Instagraminstagram.com/petagpetproducts

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 Pet-Ag