Lucy Pet Products

What Lucy Pet Products does

Lucy Pet Products is a privately held, vertically integrated premium pet food company headquartered in Westlake Village, California. Founded by Joey Herrick, a pioneer of natural pet foods with nearly 30 years of category experience, the company designs and sells dog and cat foods built around its proprietary P.B.F. Prebiotic Balanced Fiber blend — a prebiotic fiber system developed over 40+ years of nutritional research led by Dr. George C. Fahey, one of the world's leading experts in animal nutrition. All dry foods are manufactured in-house at the company's wholly owned subsidiary Breeder's Choice Pet Foods facility in Irwindale, California, a 75+ year old SQF-3 and HACCP certified plant exceeding FDA, AAFCO, CGMP, and USDA standards. The company explicitly avoids ingredients sourced from China and emphasizes complete-and-balanced formulations across all life stages.

The product portfolio centers on the Formulas for Life line (Chicken Brown Rice & Pumpkin, Duck Pumpkin & Quinoa, Salmon Pumpkin & Quinoa, plus a Vegetarian formula and Venison & Sweet Potato variant), supplemented by Tactical Fuel for working and sport dogs, wet food (Kettle Creations), food rolls, treats (Hip to Be Square, Doggy Lickies, Skippin' Rounds), cat litter, and accessories. The company pursues a hybrid go-to-market combining direct-to-consumer e-commerce on lucypetproducts.com, marketplace presence on Amazon and Chewy, US pet specialty retail, and international distribution in Asia, with pricing positioned in the premium band ($22.99 to $89.99 per unit) and free shipping on orders over $49.

Lucy Pet targets two primary customer segments: premium-focused pet owners seeking digestive and skin/coat health benefits, and professional working dog handlers (police K9, military, corporate security) requiring high-performance nutrition. Brand advisors include Dr. Fahey alongside celebrity endorsers Brandon McMillan, Orel Hershiser, and Jaime and Jorge Jarrín. The Lucy Pet Foundation, which has performed over 27,000 free spay and neuter surgeries, provides a social mission overlay. The company is bootstrapped and founder-controlled with no disclosed venture or institutional investment, and operates without any disclosed AI/ML capabilities, with its competitive differentiation grounded in nutritional science and vertical integration rather than technology.

Name

Lucy Pet Products

Legal name

Lucy Pet Products, LLC

Website

https://lucypetproducts.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

101–250 employees

Short description

Lucy Pet Products is a privately held premium pet food company that designs, manufactures, and sells gut-health-focused dog and cat foods, leveraging its proprietary P.B.F. Prebiotic Balanced Fiber technology and an owned California manufacturing facility to serve pet owners, working dog professionals, and retail partners.

Ownership category

akta.pro rank

Product category

Premium Pet Food

NAICS

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

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Dry Kibble (Dog & Cat) (CRADAFAA)

akta.pro secondary industries

Functional & Veterinary Diet Pet Food (CRADAFAF), Wet/Canned & Pouch Food (Dog & Cat) (CRADAFAB)

Keywords

• Premium pet food
• Dog nutrition formulas
• Cat nutrition products
• Prebiotic pet food
• Working dog food

Headquarters

HQ city

Westlake Village

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Pet Food Sales: Revenue from selling premium dog and cat food products through direct e-commerce, Amazon, Chewy, and pet specialty retail stores. Products include dry kibble, canned stews, treats, and dog food rolls.
2. Treats and Accessories: Revenue from dog treats (Hip to Be Square, Skippin' Rounds, Doggy Lickies), cat litter (Cats Incredible), Fiesta Bowls, and merchandise including hats and gift cards.
3. Wholesale/Retail Distribution: Products sold through pet specialty retail stores with a network of North American retailers and international distributors across Asia.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels5 records

Core offering

Lucy Pet Products manufactures and sells premium dry and wet dog and cat foods built around its proprietary P.B.F. Prebiotic Balanced Fiber blend, including the Formulas for Life line, Tactical Fuel high-performance food, treats, food rolls, and complementary pet products. All dry foods are produced at its wholly-owned Breeder's Choice Pet Foods SQF-3 certified facility in Irwindale, California, while canned wet foods are produced in Thailand under USFDA inspection. The company sells direct to consumers via its own website and through Amazon, Chewy, and pet specialty retail stores in the United States and Asia.

Product overview

Lucy Pet Products is a pet food and supplies company offering a unified product portfolio centered on its proprietary Formulas for Life™ line of premium dog and cat foods, distinguished by its P.B.F. Prebiotic Balanced Fiber™ blend developed based on 40 years of gut health research by Dr. George C. Fahey. The core product line includes limited ingredient and grain-free dry foods (Chicken, Brown Rice & Pumpkin; Duck, Pumpkin & Quinoa; Salmon, Pumpkin & Quinoa) for dogs and cats, supplemented by specialty products including Tactical Fuel® high-performance sport/working dog food, Vegetarian Formula, and Venison & Sweet Potato options. The company extends its offerings through complementary product categories including dog treats (Hip to Be Square™, Doggy Lickies™, Skippin' Rounds™, Spring Rolls), ready-to-serve food rolls (Original Recipe™ and Mom's Meatloaf™ Dinner Rolls), wet food stews (Kettle Creations®), cat litter (Cats Incredible™), gift/merchandise items (Fiesta Bowls, Barkuterie Board), and eGift Cards. All dry foods are manufactured in Lucy Pet's own SQF-3 certified facility in Irwindale, California, while Kettle Creations wet foods are produced in Thailand under USFDA inspection. The company does not source any ingredients from China and maintains strict quality standards including HACCP certification and compliance with AAFCO nutritional profiles.

Differentiator

Problem solved

Functional benefit

Brands

• Formulas for Life®: Core dog and cat food product line featuring P.B.F. Prebiotic Balanced Fiber™ blend for digestive health, including Chicken Brown Rice & Pumpkin, Duck Pumpkin & Quinoa, and Salmon Pumpkin & Quinoa formulas.
• Tactical Fuel®
• Hip to Be Square™
• Skippin' Rounds™
• Mom's Meatloaf™
• Kettle Creations®
• Fiesta®
• Cats Incredible™
• Lucy Pet Tantalizer™
• Lucy Pet Barkuterie Board

Products and services

• Formulas for Life Chicken, Brown Rice & Pumpkin Limited Ingredient Diet Dog Food Limited ingredient dry dog food featuring USA-sourced chicken, brown rice, and pumpkin with P.B.F. Prebiotic Balanced Fiber for digestive health; available in 4.5lb, 12lb, and 25lb bags. Targets dogs with food sensitivities.
• Formulas for Life Duck, Pumpkin & Quinoa Formula Dog Food Grain-free dry dog food featuring duck, chickpeas, pumpkin, and quinoa with P.B.F. Prebiotic Balanced Fiber; available in 4.5lb and 25lb bags. Designed for digestive health and skin/coat support.
• Formulas for Life Salmon, Pumpkin & Quinoa Formula Dog Food Grain-free dry dog food featuring salmon as the number one ingredient with chickpeas, pumpkin, and quinoa; rich in Omega-3 for skin and coat health.
• Tactical Fuel Dog Food High-performance sport and working dog food formulated with premium chicken, brown rice, and oatmeal for sustained energy, endurance, and muscle maintenance. Trusted by military and police K9 units. Available in a 30lb bag.
• Vegetarian Formula Dog Food Plant-based dry dog food featuring P.B.F. Prebiotic Balanced Fiber for dogs requiring vegetarian nutrition; available in 4.5lb bags and 3-pack bundles.
• Venison Meal & Sweet Potato Dog Food Limited ingredient dry dog food featuring venison and sweet potato for dogs with food sensitivities; available in Small Bites variety.
• Formulas for Life Salmon, Pumpkin & Quinoa Grain Free Cat Food Grain-free dry cat food featuring wild Alaskan salmon, chicken meal, chickpeas, pumpkin, and quinoa with P.B.F. Prebiotic Balanced Fiber; available in 4lb and 10lb bags.
• Chicken, Brown Rice & Pumpkin Limited Ingredient Cat Food Limited ingredient dry cat food with USA-sourced chicken, brown rice, and pumpkin formulated for cats with food sensitivities.
• Hip to Be Square Dog Treats Grain-free dog treats available in Chicken & Pumpkin, Salmon & Pumpkin, and Duck & Pumpkin limited-ingredient formulas.
• Skippin' Rounds Dog Treats Beef-formula dog treats in a round format.
• Doggy Lickies Creamy Puree Dog Treats Creamy puree-format dog treats in Duck & Pumpkin recipe.
• Spring Rolls Dog Treats Spring roll-format dog treats.
• Lucy Pet Tantalizer Dog Food Topper Wet food topper/tantalizer for dogs in Salmon, Duck, and Chicken formulas with pumpkin.
• Lucy Pet Original Recipe Dog Food Rolls Ready-to-serve dog food rolls in Beef, Chicken, and Rabbit formulas; can be sliced into portions or used as a meal topper.
• Mom's Meatloaf Dinner Roll Dog Food Ready-to-serve dinner roll format dog food in Beef and Chicken varieties, available in multiple bundle sizes.
• Kettle Creations Stew Dog Food Canned wet dog food in Chicken Recipe in Gravy, sold as a case of 12; manufactured in Thailand under USFDA inspection.
• Kettle Creations Stew Cat Food Canned wet cat food in Chicken Recipe in Gravy, sold as a case of 12; manufactured in Thailand under USFDA inspection.
• Cats Incredible Unscented Cat Litter Unscented cat litter packaged in a 20 lb jug.
• Fiesta Bowls Ceramic pet bowls with heart-shaped design, available in small, medium, and large sizes and various colors including sage green.
• Lucy Pet Barkuterie Board Dog-themed charcuterie/gift board featuring assorted dog treats, marketed as a gourmet gift item.
• Lucy Pet eGift Cards Digital gift cards available in $20, $50, and $100 denominations for purchase on lucypetproducts.com.

Quantifiable outcome

• Over 27,000 free spay and neuter surgeries performed by Lucy Pet Foundation

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Orijen / Acana (Champion Petfoods): Champion Petfoods produces premium, protein-forward dry and freeze-dried dog and cat foods sold through pet specialty and online channels. Comparable to Lucy Pet in product format, premium pricing, and ingredient-led differentiation, though positioned on whole-prey rather than gut-health nutrition.
• Open Farm: Open Farm is a premium, ethically-sourced pet food brand with strong DTC, Amazon, and retail presence. Comparable to Lucy Pet in target customer (premium-conscious pet owner), ingredient transparency narrative, and online-first go-to-market, though differentiated by certified-ethical sourcing messaging.
• Blue Buffalo: Blue Buffalo is a leading premium natural pet food brand competing in the same dog and cat dry food, wet food, and treat categories as Lucy Pet, with comparable ingredient-quality positioning (no artificial preservatives, natural ingredients). Acquired by General Mills in 2018, it is the most direct competitor at the premium-natural tier.
• Wellness Pet Food: Wellness is a premium natural pet food brand offering dry kibble, wet food, and treats with a strong natural-ingredients positioning similar to Lucy Pet's. Sells through the same pet specialty, grocery, and online channels and competes directly for the same premium-conscious pet owner.
• Fromm Family Foods: Fromm is a family-owned premium pet food manufacturer with vertically integrated production and a comparable range of dry food, wet food, and treats. Like Lucy Pet, Fromm emphasizes family ownership, quality control, and pet specialty distribution.
• Stella & Chewy's: Stella & Chewy's is a premium raw and freeze-dried pet food brand with strong DTC and specialty retail presence, comparable to Lucy Pet's positioning on premium, limited-ingredient, natural formulations and use of celebrity/pet-expert endorsements.
• Merrick Pet Care: Merrick is a premium natural pet food brand offering grain-free dry, wet, and treat lines sold through pet specialty and grocery channels. Comparable to Lucy Pet on premium natural positioning, ingredient quality claims, and product line breadth across dogs and cats.
• Taste of the Wild (Diamond Pet Foods): Taste of the Wild is a premium dry pet food brand sold through pet specialty and online channels, comparable to Lucy Pet on price point, product format (grain-free dry kibble), and roasted/real-meat ingredient positioning. Owned by Diamond Pet Foods, a large-scale contract manufacturer.

Others

• Chewy: Chewy is the largest US online pet retailer and a key distribution channel for Lucy Pet (alongside Amazon). It is an ecosystem participant rather than a direct competitor, but its scale, private-label expansion, and customer data give it significant influence over premium pet food brands like Lucy Pet.

Broad incumbents

• Mars Petcare (Royal Canin, Pedigree, Whiskas): Mars Petcare is the largest global pet food manufacturer, with brands spanning premium (Royal Canin) and mass-market tiers. It is a broad incumbent that competes for the same shelf space and consumer dollars as Lucy Pet across most product categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks4 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/lucypetproducts
• Instagraminstagram.com/lucypetfoods?utm_source=ig_web_button_share_sheet&igsh=ZDNlZDc0MzIxNw==
• TikToktiktok.com/@lucypetfoods
• Pinterestpinterest.com/lucypetproducts
• Xx.com/LucyPetProducts

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries1 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 Lucy Pet Products