Rocco & Roxie

What Rocco & Roxie does

Rocco & Roxie Supply Co. is a privately held US pet products brand that designs, formulates, and sells a five-category portfolio of dog and cat care products: cleaning (bio-enzymatic stain and odor eliminators, oxy stain removers, oxy carpet shampoos, litter box odor eliminators), grooming (oatmeal, sensitive-skin, and conditioning shampoos), training (bitter deterrent sprays, housebreaking attractants), treats (slow-smoked jerky sticks), and health & wellness supplements (hip & joint, calming, allergy, probiotic, urinary tract, and hairball chews for both dogs and cats). The company's technical differentiation centers on proprietary bio-enzymatic formulations using natural bacterial blends activated on contact with organic stains, mineral-based odor neutralizers, activated oxygen chemistry, and encapsulation technology in carpet shampoos — with four cleaning SKUs holding the Carpet and Rug Institute (CRI) Seal of Approval.

The company operates a hybrid go-to-market combining direct-to-consumer e-commerce on a Shopify-powered site (roccoandroxie.com) with mass-market and pet-specialty retail distribution across Walmart, Target, Petco, Petsmart, Chewy, Meijer, Tractor Supply Company, and PetSupplies, plus an Amazon storefront. Revenue mechanics blend one-time unit purchases ($9.97–$59.99 price range) with a Subscribe & Save recurring program offering 15% off across supplements and consumables. The customer base is individual US dog and cat owners, with no disclosed enterprise or B2B contracts.

Rocco & Roxie is owned and operated by PetIQ, LLC, a pet medication and wellness company (corporate terms-of-use and privacy notice reference petiq.com). The brand was family-founded in 2013, inspired by the founders' own pets, and has scaled into a nationally distributed pet care brand with a #1 best-selling Amazon flagship SKU and nearly 10,000 customer reviews. The company is headquartered at 230 E Riverside Drive, Eagle, Idaho, and operates with an 11–50 employee footprint.

Name

Rocco & Roxie

Legal name

PetIQ, LLC

Website

https://roccoandroxie.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Rocco & Roxie Supply Co. is a privately held US pet products brand selling bio-enzymatic cleaners, grooming, training aids, treats, and health supplements for dogs and cats across its DTC site, Amazon, and 8+ major US retailers under parent PetIQ, LLC.

Ownership category

akta.pro rank

Product category

Pet Care Products

NAICS

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

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Species-Specific Supplements (Dog/Cat/Other Companion Species) (HLAMALAN)

akta.pro secondary industries

Specialty & Condition-Specific Nutraceuticals (e.g., Liver, Eye, Endocrine) (HLAMALAO), Calming & Behavioral Support Supplements (HLAMALAD), Allergy & Anti-Inflammatory Supplements (HLAMALAL), Pet Treats & Chews (AFADAFAF)

Keywords

• Pet cleaning products
• Pet health supplements
• Pet grooming shampoos
• Dog treats jerky
• Pet training aids

Headquarters

HQ city

Springville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Pet Cleaning Products: Stain & odor eliminators, carpet shampoos, litter box products, and cleaning solutions for pet accidents. Includes bio-enzymatic formulas, oxy cleaners, and specialty surface cleaners.
2. Pet Health Supplements: Dog and cat health supplements including hip & joint, calming, allergy, probiotic, and urinary tract health chews. Premium pricing with subscription options offering 15% discount.
3. Pet Treats: Jerky sticks dog treats available in beef, chicken, and turkey flavors. Made in USA with 100% USA ingredients.
4. Pet Grooming Products: Dog shampoos including Soothe Oatmeal, Calm Sensitive, and Shine Conditioning varieties. Oatmeal-based formulas for different coat and skin needs.
5. Training Products: No Chew Extreme Bitter Spray, Spray & Go attractant, and Don't Mark Here training aids for puppy housebreaking and behavior training.
6. Subscription/Recurring Purchases: Subscribe & Save program offering 15% discount on regular deliveries for supplements and recurring-use products like cleaning supplies and treats.

Pricing tiers

Go-to-market motion3 records

Distribution channels10 records

Marketing channels8 records

Core offering

Rocco & Roxie Supply Co. is a pet care products company that manufactures and sells a diversified portfolio of cleaning, grooming, training, treat, and health supplement products for dogs and cats. Its flagship offerings include bio-enzymatic stain and odor eliminators, activated-oxygen stain removers, oatmeal and conditioning shampoos, jerky treats, and condition-specific soft and crunchy supplement chews (hip & joint, calming, allergy, probiotic, urinary tract).

Product overview

Rocco & Roxie Supply Co. is a pet products company offering a diversified portfolio organized into five main categories: Cleaning (stain and odor eliminators, carpet shampoo, litter box products), Grooming (shampoos for different coat and skin needs), Training (bitter sprays, housebreaking aids), Treats (jerky sticks), and Health & Wellness supplements for both dogs and cats. The Cleaning line features bio-enzymatic and oxygen-based formulas that carry the Carpet and Rug Institute (CRI) Seal of Approval. The Health & Wellness line includes condition-specific soft and crunchy chews targeting hip & joint health, calming/anxiety, allergies, probiotics, urinary tract, and hairball relief. The company operates under PetIQ, LLC and sells through major retail channels including Amazon, Walmart, Petco, PetSmart, Target, Chewy, and Meijer.

Differentiator

Problem solved

Functional benefit

Products and services

• Stain & Odor Eliminator Professional-strength bio-enzymatic formula that removes stains and odors from urine, feces, vomit, and other organic stains. The #1 Best-Selling Pet Odor & Stain Remover on Amazon and carries the Carpet and Rug Institute (CRI) Seal of Approval.
• Extreme Stain & Odor Eliminator Bio-enzymatic formula with mineral-based odor neutralizer that removes the worst pet stains and odors including blowouts, urine, vomit, and other organic spills. Certified safe by the Carpet and Rug Institute (CRI).
• Oxy Stain Remover Professional-strength multi-purpose cleaner using activated oxygen technology to remove tough stains from dirt, grease, blood, grass, urine, vomit, and more. Chlorine-free, color-safe, and CRI certified.
• Oxy Carpet Shampoo Professional-strength carpet shampoo with encapsulation technology that releases active oxygen molecules to remove tough stains while binding dirt and detergent molecules to prevent residue buildup. Works in any carpet or upholstery machine.
• Litter Box Odor Eliminator Litter box additive with natural corncob granules and essential oils that neutralize odors at the molecular level. Non-toxic, 100% biodegradable, and safe for flushable litter.
• Soothe Oatmeal Shampoo Dog shampoo formulated with oat extract, olive oil, shea butter, and aloe vera to soothe dry, itchy, or irritated skin. Free from parabens, formaldehyde, phthalates, and artificial dyes.
• Calm Sensitive Shampoo Hypoallergenic no-tears shampoo for puppies or dogs with sensitive skin, featuring aloe vera, rosemary extract, and chamomile. No parabens, artificial colors, or harsh chemicals.
• Shine Conditioning Shampoo Dog shampoo with Moroccan argan oil, vitamin A, and geranium extract that promotes a healthier and shinier coat. Repairs hair follicles and restores luster.
• No Chew Extreme Bitter Spray Double-strength bitter spray that discourages pets from chewing, licking, or destroying furniture, shoes, and other items. Contains Copaiba oil to soothe inflamed skin and hot spots. Alcohol-free formula.
• Spray & Go Attractant Puppy housebreaking and training aid that uses scents to stimulate puppies' urge to urinate on designated pee pads or outdoor areas. Works indoors and outdoors.
• Don't Mark Here! Puppy Housebreaking Training Aid Puppy housebreaking training aid that discourages marking and peeing in unwanted areas using strong scents unpleasant to dogs. Safe for use on all household surfaces.
• Jerky Sticks Dog Treats Premium jerky treats made with All-American meat (beef, chicken, or turkey). Slow-smoked for 10 hours in small batches with no wheat, corn, soy, or gluten fillers. Available in 6oz and 16oz sizes.
• Rocco & Roxie Hip & Joint Dog Chew Daily soft chew supplement for dogs featuring glucosamine HCL, chondroitin, MSM, fish oil, and turmeric extract (95% curcumin). Supports joint health, mobility, and muscle recovery.
• Rocco & Roxie Calming Dog Chew Soft chew supplement with GABA, ashwagandha, L-theanine, melatonin, and tryptophan to help manage normal stress from separation, thunderstorms, and other anxiety-inducing situations.
• Rocco & Roxie Allergy Dog Chew Soft chew supplement with 6-strain probiotic blend, tart cherry, and fish oil to soothe skin-related issues associated with seasonal allergies and support immune function.
• Rocco & Roxie Probiotic Dog Chew Soft chew supplement combining prebiotics, probiotics, and postbiotics (including MICROBUILD, TYNAGEN, Sporevia, and YEA-SACC) for digestive and gut health support.
• Rocco & Roxie Urinary Tract Dog Chew Soft chew supplement with cranberry extract, D-mannose, and tart cherry to support kidney, bladder, and urinary tract health in dogs.
• Rocco & Roxie Calming Cat Chew Crunchy cat chew with GABA, organic ashwagandha (Sensoril), melatonin, valerian root, tryptophan, and L-theanine to promote relaxation during stress from thunderstorms, vet visits, and environmental changes.
• Rocco & Roxie Hip & Joint Cat Chew Crunchy chew supplement with green-lipped mussel, glucosamine, MSM, eggshell membrane, and fish oil for joint health and mobility support in cats.
• Rocco & Roxie Cat Urinary Tract Health Supplement Crunchy chew supplement with cranberry extract, D-mannose, and tart cherry for kidney, bladder, and urinary tract support in cats.
• Rocco & Roxie Cat Probiotic Health Supplement Crunchy chew supplement with Sporevia, Microbuild, Tynagen, Yea-Sacc, ginger root, and chicory root for digestive and gut health support in cats.
• Rocco & Roxie Allergy Support for Cats Crunchy chew supplement with Sporevia, Wellmune, Tynagen, tart cherry, fish oil, and echinacea for immunity and seasonal allergy support in cats.
• Rocco & Roxie Hairball Cat Treat Crunchy chew supplement with slippery elm, apple fiber, and psyllium husk for quick and effective hairball relief and prevention in cats.

Quantifiable outcome

• 10,000+ customer reviews on Amazon for Stain & Odor Eliminator
• +4 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Nature's Miracle: The market-leading pet stain and odor removal brand (under Church & Dwight), competing head-to-head with Rocco & Roxie's flagship Stain & Odor Eliminator across Amazon, mass, and pet specialty channels.
• Zesty Paws: Leading direct-to-consumer pet supplement brand offering soft chews across hip & joint, calming, allergy, and probiotics — overlapping with Rocco & Roxie's full dog and cat supplement portfolio.
• PetHonesty: DTC pet wellness brand with a broad soft-chew supplement line for dogs and cats, directly comparable to Rocco & Roxie's condition-specific chew offerings.
• Angry Orange: Specialty pet cleaning brand using citrus-based formulations, named alongside Rocco & Roxie in the specialty pet brands segment of the US pet deodorizing spray market.
• Simple Solution: Stain and odor removal brand (formerly Vetoquinol) targeting the same household pet accident category, with overlapping retail presence in pet specialty stores.
• NaturVet: Veterinary-formulated pet supplement brand offering hip & joint, calming, allergy, and urinary support — overlapping with multiple Rocco & Roxie supplement SKUs and the vet-recommended positioning.
• PetLab Co. DTC pet supplement brand focused on hip & joint, calming, dental, and probiotics — a direct subscription-driven competitor to Rocco & Roxie's supplement portfolio.
• Ark Naturals: Natural pet wellness brand with a soft-chew supplement line including calming, hip & joint, and immune support — overlapping with Rocco & Roxie's condition-specific supplements.

Broad incumbents

• Tomlyn: PetIQ-owned sister brand offering supplements and wellness products; comparable through PetIQ corporate ownership and overlapping supplement SKUs.
• PetIQ: Parent company of Rocco & Roxie and a broader pet medication and wellness platform with vet clinic and retail distribution; relevant as the corporate parent and ecosystem participant.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/RoccoAndRoxie
• Instagraminstagram.com/roccoandroxie
• Pinterestpinterest.com/roccoandroxie
• LinkedInlinkedin.com/company/rocco-roxie-supply-co

Compliance2 records

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 Rocco & Roxie