Pet Naturals®

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).

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

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

• Pet supplements
• Pet treats
• Dog supplements
• Cat supplements
• Pet health products

Headquarters

HQ city

Essex Junction

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

Revenue model

1. Pet Supplements: One-time purchase supplements for pets including calming, hip & joint, daily multivitamins, probiotics, and specialty supplements sold through retail and direct channels.
2. 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

Go-to-market motion2 records

Distribution channels10 records

Marketing channels4 records

Core 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

Named customers1 record

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

16 partnerships are on record, tiered core and minor.

• Pet Food ExpertscoreChannel Partner/ Reseller/ DistributorRegional pet product distributor serving independent pet stores, enabling Pet Naturals products to reach Northeastern US pet retailers and consumers through wholesale distribution.
• Southeast PetcoreChannel Partner/ Reseller/ DistributorRegional distributor serving pet specialty retailers in the Southeastern United States, expanding Pet Naturals retail distribution in that region.
• VSIcoreChannel Partner/ Reseller/ DistributorPet product distributor serving independent pet retailers, providing distribution infrastructure for Pet Naturals products.
• Animal Supply CompanycoreChannel Partner/ Reseller/ DistributorNational pet product distributor with multiple divisions (Lone Star Pet, Summit Pet, Wholesome Pet) serving pet specialty retailers nationwide.
• Bradley Caldwell, Inc.minorChannel Partner/ Reseller/ DistributorPet product distributor serving independent pet retailers.
• General Pet Supply, Inc.minorChannel Partner/ Reseller/ DistributorPet product distributor serving independent pet retailers.
• KeHEminorChannel Partner/ Reseller/ DistributorNatural and organic product distributor that includes pet products in their portfolio.
• Lee Mar PetminorChannel Partner/ Reseller/ DistributorPet product distributor serving independent pet retailers.
• Mix and Match DistributorsminorChannel Partner/ Reseller/ DistributorPet product distributor serving independent pet retailers.
• Natural Animal NutritionminorChannel Partner/ Reseller/ DistributorPet nutrition product distributor focused on natural and specialty pet foods and supplements.
• ImperialminorChannel Partner/ Reseller/ DistributorPet product distributor serving independent pet retailers.
• American Distribution & Manufacturing CompanyminorChannel Partner/ Reseller/ DistributorPet product distributor serving independent pet retailers.
• Aloha Natural Pet SupplyminorChannel Partner/ Reseller/ DistributorNatural pet product distributor, potentially serving the Hawaiian market.
• AmazoncoreChannel Partner/ Reseller/ DistributorMajor online marketplace. Note: Pet Naturals specifies that only 'Amazon.com' is an authorized seller on Amazon marketplace.
• ChewycoreChannel Partner/ Reseller/ DistributorLeading online pet retailer offering Pet Naturals products through their platform with fast shipping and pet-focused shopping experience.
• National Animal Supplement Council (NASC)coreStrategic or Co-development PartnerFoodScience, 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

Direct 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

• Xx.com/petnaturals
• LinkedInlinkedin.com/company/pet-naturals-of-vermont

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 Pet Naturals®