Old Mother Hubbard

What Old Mother Hubbard does

Old Mother Hubbard is a legacy American dog treat brand founded in 1926 and currently operated as a sub-brand of Wellness Pet Company (legal entity: Wellness Pet, LLC). The brand produces oven-baked dog biscuits and soft-baked premium treats under multiple lines including Old Mother Hubbard Classic (P-Nuttier, Original Mix, Chicken Pot Pie, Puppy), Wholesome Indulgences (soft-baked with natural preservatives such as citric acid and vinegar), Grain Free treats (wheat-free crunchy options), and specialty Hip & Joint Snacks formulated with glucosamine and chondroitin. The product line is differentiated by breed size (Mini, Small, Large) and life stage (puppy-specific), and uses natural ingredients including chicken, cheddar cheese, apples, carrots, sweet potatoes, and oatmeal.

The brand's go-to-market is consumer-direct and retail-driven: products are sold one-time at point of purchase through pet specialty retailers, major retail chains, and the Wellness Pet Food e-commerce storefront, with a 'Where to Buy' locator funneling traffic to retail. Marketing is multi-channel, with active presence across seven social platforms (TikTok, Instagram, Facebook, X, YouTube, LinkedIn, Strava), blog content, email newsletter, and community engagement campaigns such as #TrickorTreatThemWell. The brand maintains a global footprint spanning 11+ countries across North America, Asia Pacific, and Europe, leveraging Wellness Pet Company's regional distribution infrastructure and country-specific websites.

Commercially, Old Mother Hubbard monetizes solely through unit sales of finished dog treat SKUs; no subscription, licensing, or service revenue is evident. The brand has minimal direct customer relationships at the end-consumer level, relying instead on third-party retail relationships for distribution scale. A 2026 limited-edition collaboration with Milk Bar marks the brand's centennial, signaling an effort to refresh cultural relevance and engage younger pet parents through lifestyle co-branding rather than a fundamental business model shift.

Name

Old Mother Hubbard

Legal name

Wellness Pet, LLC

Website

https://oldmotherhubbard.com

Company type

Private

Founded year

1926

Operating status

Operating

Short description

Old Mother Hubbard is a legacy American dog treat brand founded in 1926, operating under Wellness Pet Company, producing oven-baked biscuits and soft-baked premium treats sold globally to dog-owning consumers through pet specialty and mass retail channels.

Ownership category

akta.pro rank

Product category

Pet Treats

NAICS

Dog and Cat Food Manufacturing (311111)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Treats & Chews (CRADAFAE)

akta.pro secondary industries

Pet Treats & Chews (AFADAFAF), Functional & Veterinary Diet Pet Food (CRADAFAF)

Keywords

• Oven-baked dog biscuits
• Natural dog treats
• Pet snacks
• Dog training treats
• Wholesome pet treats

Headquarters

HQ city

Tewksbury

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel

Revenue model

1. Dog Treats Sales: Revenue generated from the sale of dog treats including Classic, Wholesome Indulgences, Puppy, and specialty treats. Products are sold through retail and e-commerce channels as one-time purchases.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Old Mother Hubbard manufactures and sells oven-baked dog biscuits and soft-baked premium treats under the Wellness Pet Company umbrella. The product range includes classic crunchy biscuits (P-Nuttier, Original Mix, Chicken Pot Pie), Wholesome Indulgences soft treats, grain-free options, puppy-specific treats (Chicken & Oatmeal), and Hip & Joint health snacks formulated with natural glucosamine and chondroitin. All treats use wholesome ingredients such as chicken, cheddar cheese, apples, carrots, sweet potatoes, and oatmeal.

Product overview

Old Mother Hubbard is a dog treat brand under Wellness Pet Company offering two main treat formats: oven-baked crunchy biscuits and soft-baked chewy treats. The Classic line features crunchy biscuits in various flavors (P-Nuttier Peanut Butter, Original Mix, Chicken Pot Pie, Puppy Chicken & Oatmeal), while the Wholesome Indulgences line offers premium soft-baked treats. The brand also provides grain-free options and specialty Hip & Joint health-supporting snacks. All products emphasize wholesome, natural ingredients including chicken, cheddar cheese, apples, carrots, sweet potatoes, and oatmeal. The brand, established in 1926, is celebrating its 100th anniversary in 2026.

Differentiator

Problem solved

Functional benefit

Brands

• Old Mother Hubbard Classic: Classic oven-baked dog biscuit treats available in varieties like P-Nuttier (Peanut Butter), Original Mix, and Chicken Pot Pie.
• Old Mother Hubbard Wholesome Indulgences
• Old Mother Hubbard Puppy
• Old Mother Hubbard Crunchy Treats

Products and services

• Old Mother Hubbard Classic The flagship oven-baked crunchy biscuit line, available in multiple flavors including P-Nuttier (Peanut Butter), Original Mix, and Chicken Pot Pie. Made with wholesome ingredients and slowly oven-baked to preserve flavor. Targets dog owners seeking everyday crunchy treats in mini, small, and large sizes for different breed sizes.
• Old Mother Hubbard Wholesome Indulgences Premium soft-baked treats designed for extra special treating moments. Made with healthy ingredients and natural preservatives (citric acid and vinegar), considered all-natural. Available in Bacon, Oats & Maple flavor. Targets pet parents seeking soft, premium treats for training and special occasions.
• Old Mother Hubbard Grain Free Treats Wheat-free crunchy treat options including Mini P-Nuttier 'N Nanners, Mini Pick of the Patch, and Mini All The Fixins. Provides alternatives for dogs with wheat sensitivities. Targets dogs and pet parents needing grain-free or wheat-free formulations.
• Old Mother Hubbard Hip & Joint Snacks Daily treats designed to support hip and joint health with natural sources of glucosamine (2.175 mg per treat) and chondroitin sulfate (0.725 mg per treat). Safe for everyday feeding. Targets pet parents of dogs needing mobility and joint health support.
• Old Mother Hubbard Puppy Treats (Chicken & Oatmeal) Puppy-specific treats made with chicken and oatmeal. Designed for young dogs and puppy training, with appropriate sizing for puppies. Targets owners of puppies needing life-stage appropriate treats.
• Wellness Old Mother Hubbard Milk Bar P'Nutty B-Day Party Limited Edition Collaboration Limited edition collaboration product line combining Old Mother Hubbard and Milk Bar's sweet treat expertise, themed for birthdays, gotcha-days, training wins, and couch-curl up moments. Targets pet parents seeking celebration-themed treats for their dogs.

Quantifiable outcome

• Glucosamine value per Hip & Joint treat: 2.175 mg; Chondroitin value per treat: 0.725 mg

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Milk BarflagshipGTM or Marketing Partner · 1 January 2026To celebrate 100 years of trusted recipes, Old Mother Hubbard partnered with Milk Bar for the ultimate crossover: Wellness Old Mother Hubbard Milk Bar P'Nutty B-Day Party! This limited edition collaboration creates a special birthday-themed treat line combining both brands' sweet treat expertise for dogs. The partnership includes products for birthdays, gotcha-days, training wins, and couch-curl up moments.

Scale indicators2 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• WHIMZEES: Sister brand under Wellness Pet Company focused on natural dental chews. Most direct operational peer given shared parent distribution, R&D, and international infrastructure.
• Zuke's: Natural dog treat brand (owned by Give Pet). Competes head-to-head with Wholesome Indulgences on the soft-baked, natural-ingredient positioning and training-treat use case.
• Greenies: Mars Petcare-owned brand best known for dental dog treats. Direct peer in the functional/health-positioned dog treat niche, particularly relevant for Old Mother Hubbard's Hip & Joint Snacks extension.
• Beggin' Strips: Nestlé Purina's flagship dog treat brand. Direct competitor in mass-market dog treats, particularly overlapping with Old Mother Hubbard's soft-baked and bacon-flavored Wholesome Indulgences line.
• Milk-Bone: Mars Petcare's flagship mass-market dog biscuit brand. Direct competitor in the oven-baked crunchy biscuit category, competing for the same shelf space and pet-parent occasion (daily treats and training).
• Castor & Pollux (Organix): Merck Animal Health-owned organic and natural pet treat brand. Competes in the premium natural treats segment, particularly organic and grain-free SKUs.

Broad incumbents

• Blue Buffalo (Blue Bones / Blue Treats): General Mills-owned premium natural pet food brand with a growing treats portfolio. Competes on the natural/wholesome positioning and has significantly larger marketing budgets and retail leverage.
• Wellness CORE / Wellness Complete Health: Flagship Wellness Pet Company dog food brands. Closely related via shared parent — compete for the same household pet food/treat wallet and share shelf positioning in retail.

Emerging players

• Blue Dog Bakery: Independent natural dog treat brand specializing in soft-baked biscuits. Smaller-scale competitor with overlapping use cases (training, rewarding) and natural ingredient positioning.
• Purely Natural Pet: Natural pet treat brand focused on limited-ingredient, US-sourced recipes. Competes for the same health-conscious pet parent who chooses Old Mother Hubbard's natural lines.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/OMHdogsnacks
• YouTubeyoutube.com/user/WellnessPetFood
• Facebookfacebook.com/OMHpetsnacks
• LinkedInlinkedin.com/company/wellnesspetcompany
• Instagraminstagram.com/wellnesspetfood
• TikToktiktok.com/@wellnesspetfood

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 Old Mother Hubbard