Pet Naturals®
Pet Naturals® is a Vermont-manufactured pet health brand of soft-chew supplements and functional treats for dogs and cats, owned by FoodScience, LLC and sold direct-to-consumer and through Amazon, Chewy, Walmart, iHerb, and independent pet specialty retailers.
- Company typePrivate
- Founded-
- HeadquartersWilliston, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Pet Naturals® does
Pet Naturals® is a U.S. pet health brand that formulates and markets condition-specific soft-chew supplements and functional treats for dogs and cats. Owned by FoodScience, LLC and headquartered in Williston, Vermont, the brand manufactures all products at SQF-certified facilities in Vermont that comply with FDA Current Good Manufacturing Practices (cGMP) and the National Animal Supplement Council (NASC) Quality Seal program, of which the parent is a founding member. The portfolio spans calming (anchored by a proprietary Colostrum Calming Complex biopeptide blend), hip and joint (glucosamine, MSM, Perna canaliculus, chondroitin), daily multivitamins, probiotics, and specialty problem-solvers (breath, hairball, urinary tract, fleas), plus a treats line including the BusyButter® calming peanut butter spread and the BusyButter® Balanced Belly™ Bones line extension. Product pricing ranges from $8.50 to $40.99 per unit.
Go-to-market is multi-channel and primarily consumer-direct. Pet Naturals sells through its own D2C e-commerce site (free shipping at $30+, 45–60 day satisfaction guarantee), Amazon, Chewy, iHerb, national chains (Walmart with exclusive SKUs, Big Y), and a network of 13+ regional pet product distributors reaching independent pet specialty stores across the U.S. Marketing emphasizes ingredient transparency ("What's Inside"), content/email, organic social proof, and an Astro Loyalty retailer education program. The company has 51–100 employees, no venture or external equity funding, no public ticker, and no subsidiaries, sub-brands, or recent M&A activity reported — operating as a focused brand within the FoodScience, LLC pet health umbrella (sibling brand: VetriScience® Laboratories).
Pet Naturals® firmographics
Firmographics- Name
- Pet Naturals®
- Legal name
- FoodScience, LLC
- Website
- https://petnaturals.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Pet Naturals® is a Vermont-manufactured pet health brand of soft-chew supplements and functional treats for dogs and cats, owned by FoodScience, LLC and sold direct-to-consumer and through Amazon, Chewy, Walmart, iHerb, and independent pet specialty retailers.
- Ownership category
- akta.pro rank
Pet Naturals® industry classification
Industry- Product category
- Pet Supplements and Functional Treats
- NAICS
- Animal Food Manufacturing (3111), Animal Food Manufacturing (31111), Dog and Cat Food Manufacturing (311111), Pet and Pet Supplies Retailers (459910)
- akta.pro primary industry
- Species-Specific Supplements (Dog/Cat/Other Companion Species) (HLAMALAN)
- akta.pro secondary industries
- Vitamins, Minerals & Multivitamin Supplements (HLAMALAF), Specialty & Condition-Specific Nutraceuticals (e.g., Liver, Eye, Endocrine) (HLAMALAO), Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick) (CRALAHAC), Functional & Veterinary Diet Pet Food (CRADAFAF), Companion Animal Maintenance & Wellness Nutrition (HLAMAHAB)
Keywords
Where Pet Naturals® is headquartered
LocationHeadquarters
- HQ city
- Williston
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Pet Naturals® business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Supply Chain, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Pet Supplements: One-time purchase supplements for pets including calming, hip & joint, daily multivitamins, probiotics, and specialty supplements sold through retail and direct channels.
- Pet Treats: Functional treats including BusyButter calming spreads, Belly Bones with probiotics, and problem solver treats. Products sold as one-time purchases through e-commerce and retail.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Calming Supplements |
| Unit Pricing | Pay-as-you-go | Hip & Joint Supplements |
| Unit Pricing | Pay-as-you-go | Daily Health Supplements |
| Unit Pricing | Pay-as-you-go | Problem Solver Treats |
| Unit Pricing | Pay-as-you-go | Calming Treats & Spreads |
Go-to-market motion2 records
Distribution channels10 records
Marketing channels4 records
Pet Naturals® product offering
Product offeringCore offering
Pet Naturals® produces and sells a portfolio of condition-specific functional treats and soft-chew supplements for dogs and cats, including calming, hip & joint, daily multivitamin, probiotic, skin & coat, urinary tract, and specialty "problem solver" formulations. Products are manufactured in SQF-certified, cGMP-compliant facilities in Vermont, USA, and distributed direct-to-consumer via petnaturals.com and through major retailers and online marketplaces.
Product overview
Pet Naturals® is a pet health and wellness brand offering a portfolio of treats and supplements for dogs and cats. The product lineup consists of three main categories: (1) Treats including BusyButter® Balanced Belly™ Bones available in sizes for small, medium, and large dogs; (2) Supplements organized into Calming (Calming®, Calming® for Dogs and Cats, Calming® for Medium & Large Dogs, Calming® for Cats, Calming® - 30ct, Allergy + Calming®), Daily Health (Daily Multi for Dogs, Daily Multi for Cats, Daily Probiotic, Daily Probiotic for Cats), Hip & Joint (Hip + Joint Pro®, Hip + Joint for Dogs and Cats, Hip + Joint for Cats, Skin + Coat), and Specialty (L-Lysine, UT Support for Cats); and (3) Problem Solvers including Breath Bites, Lawn Aid, Scoot Bars, Flea+, Hairball for Cats, and Clean Scat. Products are manufactured in Vermont, USA, in SQF-certified facilities adhering to NASC guidelines and cGMP standards. The brand is owned by FoodScience®, LLC.
Differentiator
Problem solved
Functional benefit
Products and services
- BusyButter® Balanced Belly™ Bones for Small Dogs Long-lasting peanut butter-filled bones with added probiotics designed for small dogs to support digestive balance.
- BusyButter® Balanced Belly™ Bones for Medium and Large Dogs Long-lasting peanut butter-filled bones with added probiotics formulated for medium and large dogs to support digestive balance.
- BusyButter® Calming Peanut Butter Spread
Companies that use Pet Naturals®
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles3 records
Pet Naturals® technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Pet Naturals® partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered core and minor.
- Pet Food ExpertscoreRegional pet product distributor serving independent pet stores, enabling Pet Naturals products to reach Northeastern US pet retailers and consumers through wholesale distribution.
- Southeast PetcoreRegional distributor serving pet specialty retailers in the Southeastern United States, expanding Pet Naturals retail distribution in that region.
- VSIcorePet product distributor serving independent pet retailers, providing distribution infrastructure for Pet Naturals products.
- Animal Supply CompanycoreNational pet product distributor with multiple divisions (Lone Star Pet, Summit Pet, Wholesome Pet) serving pet specialty retailers nationwide.
- Bradley Caldwell, Inc.minorPet product distributor serving independent pet retailers.
- General Pet Supply, Inc.minorPet product distributor serving independent pet retailers.
- KeHEminorNatural and organic product distributor that includes pet products in their portfolio.
- Lee Mar PetminorPet product distributor serving independent pet retailers.
- Mix and Match DistributorsminorPet product distributor serving independent pet retailers.
- Natural Animal NutritionminorPet nutrition product distributor focused on natural and specialty pet foods and supplements.
- ImperialminorPet product distributor serving independent pet retailers.
- American Distribution & Manufacturing CompanyminorPet product distributor serving independent pet retailers.
- Aloha Natural Pet SupplyminorNatural pet product distributor, potentially serving the Hawaiian market.
- AmazoncoreMajor online marketplace. Note: Pet Naturals specifies that only 'Amazon.com' is an authorized seller on Amazon marketplace.
- ChewycoreLeading online pet retailer offering Pet Naturals products through their platform with fast shipping and pet-focused shopping experience.
- National Animal Supplement Council (NASC)coreFoodScience, LLC (parent company of Pet Naturals) is a founding member of NASC, a non-profit organization that advocates and enforces Good Manufacturing Practice Quality Standards in manufacturing, labeling and marketing of animal health supplements. Pet Naturals displays the NASC Quality Seal.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Pet Naturals® competitors and assessment
Company assessmentDirect peers
- Zesty Paws: Zesty Paws is a leading direct-to-consumer pet supplement brand offering soft chews for calming, hip & joint, skin & coat, and digestive health for dogs and cats — directly overlapping Pet Naturals' product categories, distribution model (Amazon, Chewy, DTC), and target consumer (pet owners seeking functional supplements).
- Pet Honesty: Pet Honesty markets natural soft-chew supplements and dental products for dogs and cats across calming, joint, skin & coat, and digestive categories. Competes head-to-head with Pet Naturals on Amazon, Chewy, and Walmart, and targets the same premium, health-conscious pet owner.
- VetriScience Laboratories: VetriScience is the sister brand of Pet Naturals under FoodScience, LLC, offering condition-specific pet supplements (GlycoFlex, Perio Support) primarily through the veterinary channel. Direct portfolio and product overlap make it the closest internal comparable, though the go-to-market and customer base differ.
- NaturVet: NaturVet is a long-standing US pet supplement brand offering soft chews, liquids, and tablets for calming, joint, skin & coat, and digestive health in dogs and cats. It competes with Pet Naturals across mass retail, pet specialty, and online channels with comparable price points and condition-specific positioning.
- Tomlyn (Vetoquinol): Tomlyn, owned by Vetoquinol, is a pet health and supplement brand with strong veterinary and pet specialty distribution offering calming, immune, and digestive products. It overlaps with Pet Naturals on condition-specific SKUs and shares a focus on palatability and clinical-grade formulations.
Broad incumbents
- Nutramax Laboratories: Nutramax is the maker of Cosequin and Dasuquin, the dominant veterinary-recommended joint-health supplements for pets. It is a broad incumbent in the pet supplement space with strong veterinary and retail presence, competing with Pet Naturals' Hip + Joint line on credibility and shelf space.
- Purina Pro Plan Veterinary Supplements: Purina Pro Plan's veterinary supplement line (Calming Care, Joint Care, FortiFlora probiotic) is a broad incumbent competitor in the pet supplement category. It leverages Nestlé Purina's massive retail and veterinary reach, posing a competitive threat to Pet Naturals across both specialty and mass channels.
Emerging players
- Native Pet: Native Pet is a venture-backed premium pet supplement and functional food brand focused on air-dried toppers, omega oils, and supplements. It targets the same premium, health-conscious pet owner as Pet Naturals and competes particularly in the DTC and Chewy channels.
- Stella & Chewy's: Stella & Chewy's is a premium raw and freeze-dried pet food and treat brand that has expanded into supplements and toppers. It overlaps with Pet Naturals in pet specialty distribution and targets the same premium consumer with adjacent functional nutrition offerings.
- Open Farm: Open Farm is a premium pet food and treat brand with a growing supplements portfolio, distributed through independent pet retail and DTC. It shares Pet Naturals' premium, natural-ingredient positioning and competes in overlapping specialty retail channels.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Pet Naturals® social profiles
Digital presencePet Naturals® compliance and trust
Trust signalCompliance2 records
Pet Naturals® financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pet Naturals® leadership team
Management profileNumber of profiles
Pet Naturals® funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pet Naturals® M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Pet Naturals®
What does Pet Naturals® do?
Pet Naturals® produces and sells a portfolio of condition-specific functional treats and soft-chew supplements for dogs and cats, including calming, hip & joint, daily multivitamin, probiotic, skin & coat, urinary tract, and specialty "problem solver" formulations. Products are manufactured in SQF-certified, cGMP-compliant facilities in Vermont, USA, and distributed direct-to-consumer via petnaturals.com and through major retailers and online marketplaces.
Is Pet Naturals® a public or private company?
Pet Naturals® is a private company. It is classified as corporate owned and is currently operating.
When was Pet Naturals® founded?
Pet Naturals® was founded in -1. It employs 51 to 100 people.
Where is Pet Naturals® based?
Pet Naturals® is headquartered in Williston, United States, in the North America region.
How does Pet Naturals® make money?
Two revenue lines are on record. Pet Supplements are the primary driver. The others are pet Treats.
Who are Pet Naturals®'s main competitors?
Direct peers on record are Zesty Paws, Pet Honesty, VetriScience Laboratories, NaturVet and Tomlyn (Vetoquinol). Broad incumbents are Nutramax Laboratories and Purina Pro Plan Veterinary Supplements. Emerging players are Native Pet, Stella & Chewy's and Open Farm.
Does Pet Naturals® have an API?
No public API is recorded for Pet Naturals®.
What industry is Pet Naturals® in?
Pet Naturals®'s product category is Pet Supplements and Functional Treats. Its primary akta.pro industry code is HLAMALAN, Species-Specific Supplements (Dog/Cat/Other Companion Species), with a secondary code of HLAMALAF, Vitamins, Minerals & Multivitamin Supplements. Its NAICS code is 3111.