Badlands Ranch
Badlands Ranch is a premium pet nutrition brand founded in 2022 by Katherine Heigl, selling air-dried dog and cat food, freeze-dried treats, and supplements through its own e-commerce site and major retailers including Petco, Chewy, and Amazon.
- Company typePrivate
- Founded2022
- HeadquartersWoodland Hills, United States
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
What Badlands Ranch does
Badlands Ranch is a premium pet nutrition brand founded in 2022 by actress and animal advocate Katherine Heigl and operated through KHGH Group LLC, headquartered in Woodland Hills, California. The company designs and sells air-dried dog food under the Superfood Complete line across five protein formulas (Beef, Chicken, Wild Fish & Turkey, Lamb & Venison, and Bison & Beef), alongside a recently introduced Chicken & Sardine cat formula, freeze-dried treats (Superfood Bites and Nuggets), and a targeted supplement range including Super20, Super Mobility, Super Gut Biotics, Skin & Coat, and four soft-chew SKUs. Its core technology is a low-temperature air-drying preservation process that retains whole-food nutritional integrity while achieving shelf stability, formulated to AAFCO complete-and-balanced profiles with 87% animal protein complemented by superfood ingredients such as flaxseed, sweet potato, pumpkin, blueberries, and Lion's Mane mushroom.
The business model combines direct-to-consumer e-commerce at badlandsranch.com with a hybrid retail footprint spanning Petco, Chewy, Amazon, Pet Supplies Plus, PetMeds, and PetFlow. Pricing is tiered at $35.95 subscribe, $40.95 member, and $59.95 regular per 24-ounce bag for the standard dog formulas, with Lamb & Venison positioned at a $46.95-$69.95 premium band; treats and supplements carry separate price points. A Subscribe & Save program offers a 40% discount versus regular pricing plus free US shipping over $49, reserved inventory, and a 90-day money-back guarantee that extends even to empty bags. Marketing is anchored by Katherine Heigl's personal brand and the Jason Heigl Foundation cause-marketing partnership, supplemented by content marketing, social media, and earned media.
Customers are individual pet parents seeking premium, ingredient-transparent nutrition, with documented reviews concentrated among owners of senior dogs, picky eaters, and dogs with sensitive stomachs. The company is privately held and founder-controlled with no reported venture or institutional capital, BBB accreditation, and over 20,000 verified buyer reviews averaging 4.8 stars, and it has contributed more than $1,000,000 to the Jason Heigl Foundation since 2022.
Badlands Ranch firmographics
Firmographics- Name
- Badlands Ranch
- Legal name
- KHGH Group LLC
- Website
- https://badlandsranch.com
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Short description
- Badlands Ranch is a premium pet nutrition brand founded in 2022 by Katherine Heigl, selling air-dried dog and cat food, freeze-dried treats, and supplements through its own e-commerce site and major retailers including Petco, Chewy, and Amazon.
- Ownership category
- akta.pro rank
Badlands Ranch industry classification
Industry- Product category
- Premium Pet Food and Nutrition
- NAICS
- Dog and Cat Food Manufacturing (311111), Animal Food Manufacturing (31111)
- SIC
- Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030), Food And Kindred Products (2000)
- akta.pro primary industry
- Freeze-Dried & Dehydrated Pet Food (AFADAFAD)
- akta.pro secondary industry
- Frozen & Raw Pet Food (incl. freeze-dried) (CRADAFAD)
Keywords
Where Badlands Ranch is headquartered
LocationHeadquarters
- HQ city
- Woodland Hills
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Badlands Ranch business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Others
Revenue model
- Direct E-commerce Sales: Primary revenue stream through badlandsranch.com website where customers purchase food, treats, and supplements at regular or discounted subscription prices. Single purchases and bulk ordering (3, 6, 9, 12 bags) available with tiered volume discounts.
- Retail Distribution: Revenue generated through retail partnerships including Pet Supplies Plus, Petco, Chewy, Amazon, PetMeds, and PetFlow. Products sold through these third-party channels with standard retail margin structures.
- Subscription/Recurring Revenue: Subscribe & Save program offering 10% extra discount plus free shipping, reserved inventory, and guaranteed monthly delivery. Subscription pricing provides $24 savings per bag ($35.95 vs $59.95 regular price). Core loyalty and retention mechanism.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Superfood Complete Food - Standard Pricing |
| Unit Pricing | Pay-as-you-go | Superfood Complete Food - Member Account Pricing |
| Subscription | Monthly | Superfood Complete Food - Subscribe & Save Pricing |
| Unit Pricing | Monthly | Lamb & Venison Formula Pricing |
| Unit Pricing | Pay-as-you-go | Treats and Nuggets Pricing |
| Unit Pricing | Pay-as-you-go | Supplements Pricing |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels6 records
Badlands Ranch product offering
Product offeringCore offering
Badlands Ranch manufactures and sells premium air-dried dog food, freeze-dried treats, and targeted supplements under the Superfood Complete, Superfood Bites, Superfood Nuggets, and Super supplement lines. Products are formulated with whole-food ingredients (87% animal protein plus superfoods), AAFCO-compliant nutritional profiles, and preserved through proprietary low-temperature air-drying and freeze-drying processes for shelf stability without high-heat extrusion.
Product overview
Badlands Ranch is a premium pet nutrition brand founded by actress Katherine Heigl in 2022, offering a comprehensive portfolio of air-dried dog food, freeze-dried treats, nuggets, and targeted supplements. The core product line is Superfood Complete, available in five protein formulas (Beef, Chicken, Wild Fish & Turkey, Lamb & Venison, and Bison & Beef) plus one cat food variant (Chicken & Sardine). The Superfood Bites and Superfood Nuggets treat lines offer freeze-dried protein options in multiple flavors. The supplement line includes Super20 (multivitamin), Super Mobility, Super Gut Biotics, Skin & Coat, and several soft chew formats for calm, daily wellness, mobility, and skin/coat support. All products emphasize premium, hand-selected ingredients with no corn, soy, wheat, or fillers, preserved through gentle air-drying and freeze-drying processes.
Differentiator
Problem solved
Functional benefit
Products and services
- Superfood Complete Beef Formula Premium air-dried dog food featuring U.S. beef, nutrient-dense organ meat, heart-healthy salmon, and gut-healthy vegetables; formulated to support digestion, sustained energy, and overall wellness for dogs.
- Superfood Complete Chicken Formula Air-dried dog food with cage-free chicken as the first ingredient plus nutrient-dense superfoods and omega-rich seeds; supports smooth digestion and everyday vitality.
- Superfood Complete Wild Fish & Turkey Formula Air-dried dog food combining wild fish and turkey proteins with superfood ingredients for comprehensive canine nutrition.
- Superfood Complete Lamb & Venison Formula Premium air-dried dog food with grass-fed lamb and venison, nutrient-dense organ meats, and heart-healthy salmon, formulated for digestion and overall wellness.
- Superfood Complete Bison & Beef Formula Air-dried dog food combining bison and beef proteins with nutrient-dense superfood ingredients for comprehensive canine nutrition.
- Superfood Complete Chicken & Sardine (Cat Food) Premium air-dried cat food featuring chicken and sardine proteins with nutrient-dense superfood ingredients formulated for feline nutrition.
- Superfood Bites Beef Liver Freeze-dried beef liver treats made from pure animal protein, designed as premium training or reward treats for dogs.
- Superfood Bites Salmon Freeze-dried salmon treats made from pure animal protein for rewarding dogs while supporting health.
- Superfood Bites Chicken Freeze-dried chicken breast treats made from pure animal protein for dogs.
- Superfood Nuggets Beef Tripe & Kale Nutrient-dense freeze-dried raw nuggets featuring beef tripe and kale, made from pure animal protein for healthy rewards.
- Superfood Nuggets Duck & Kale Nutrient-dense freeze-dried raw nuggets featuring duck and kale, made from pure animal protein.
- Superfood Nuggets Bison & Kale Nutrient-dense freeze-dried raw nuggets featuring bison and kale, made from pure animal protein.
- Super20 Supplement Comprehensive nutrient-dense supplement formulated to support overall vitality and wellness in dogs; part of the targeted supplement line covering joints, skin, gut health, and vitality.
- Super Mobility Supplement Joint support supplement designed to support mobility and joint health in dogs.
- Super Gut Biotics Supplement Probiotic supplement designed to boost gut health in dogs.
- Skin & Coat Supplement Supplement formulated to support skin health and coat condition in dogs.
- Super Calm Soft Chews Soft chew supplement designed to support calmness in dogs.
- Super Daily Wellness Soft Chews Daily wellness soft chew supplement for comprehensive everyday health support in dogs.
- Super Mobility Soft Chews Soft chew supplement for joint and mobility support in dogs.
- Super Skin & Coat Soft Chews Soft chew supplement for skin and coat health support in dogs.
Quantifiable outcome
- 4.8 star average rating based on 20,000+ verified customer reviews across products
- +2 more outcomes
Companies that use Badlands Ranch
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
Badlands Ranch technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Badlands Ranch partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered flagship, core and minor.
- Jason Heigl FoundationflagshipCharitable partnership with non-profit organization founded by Katherine Heigl and her mother Nancy Heigl in 2008. Badlands Ranch contributes over $1,000,000 annually to support the foundation's mission of ending animal cruelty, rescuing dogs from high-kill shelters, and funding spay/neuter programs. Since 2022, Badlands Ranch has contributed over $1,000,000 total and provides monthly food donations for dogs in need. The foundation has rescued over 16,000 dogs and funded 25,000+ spay/neuter surgeries.
- Pet Supplies PluscoreRetail distribution partnership through Pet Supplies Plus brick-and-mortar stores. Provides in-store purchase option for customers and expands brand visibility in physical retail environment.
- PetcocoreNational retail chain partnership providing both physical store and online distribution. Petco's national footprint ensures broad geographic availability of Badlands Ranch products.
- ChewycoreOnline pet retailer partnership offering Badlands Ranch products through Chewy.com. Chewy provides subscription/Autoship capabilities and strong e-commerce customer service reputation.
- AmazonminorMarketplace listing on Amazon.com providing access to Amazon's massive customer base and Prime shipping infrastructure. Lower margin but high reach channel.
- PetMedsminorOnline pet pharmacy and health products retailer partnership. Aligns with Badlands Ranch's positioning around pet health and nutrition.
- PetFlowminorOnline pet food specialty retailer partnership expanding distribution reach to dedicated pet food shoppers.
- Dr. Ambika Vaid-Sidhu, DVMcoreVeterinary advisor partnership with Dr. Ambika Vaid-Sidhu, a practicing veterinarian and Certified Veterinary Acupuncturist. Dr. Vaid provides veterinary expertise for product formulation, bringing an integrative approach to wellness that aligns with the brand's nutrition philosophy. She serves as the primary veterinary voice for the brand.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Badlands Ranch competitors and assessment
Company assessmentBroad incumbents
- Wellness Pet Company: Established premium natural pet food brand owned by WellPet, sold across grocery, mass, pet specialty, and DTC. Comparable on natural-ingredient positioning across dog and cat food plus treats, with broader portfolio.
- Blue Buffalo: Mass-market premium pet food brand (owned by General Mills) with broad retail distribution and ingredient-led marketing. Comparable on premium positioning and retail partnerships, but at much larger scale and with traditional kibble/wet formats.
- Orijen: Premium biologically-appropriate kibble brand owned by Champion Petfoods. Comparable as a premium, ingredient-led pet food brand with broad distribution, but uses extruded kibble format rather than air-drying.
Direct peers
- Vital Essentials: Freeze-dried raw pet food and treat manufacturer distributed through independent pet retailers, Chewy, and Amazon. Comparable on freeze-dried treats portfolio, multi-channel distribution, and raw-nutrition positioning.
- Ollie: DTC fresh dog food subscription brand competing in the same premium, humanized-pet segment with subscription economics and direct-to-consumer e-commerce motion that mirrors Badlands Ranch's Superfood Complete line.
- Stella & Chewy's: Premium raw and freeze-dried pet food brand sold through DTC, independent pet retail, and major chains. Directly comparable to Badlands Ranch on freeze-dried/air-dried format, premium pricing, and AAFCO-style positioning across dog and cat categories.
- The Farmer's Dog: DTC fresh, human-grade dog food subscription brand. Direct competitor in the premium subscription pet food category with comparable target customer (pet humanizers) and similar acquisition motion, though offering fresh rather than air-dried format.
- Open Farm: Premium DTC pet food brand with strong values-based positioning (sourcing transparency, sustainability). Comparable to Badlands Ranch in premium pricing, omnichannel distribution including Petco and Chewy, and ingredient-led marketing.
- Primal Pet Foods: Specialist in freeze-dried raw and frozen raw pet food, sold through independent pet retail and DTC. Closely comparable to Badlands Ranch's freeze-dried Bites and Nuggets line and air-dried approach to raw-style nutrition.
Others
- Chewy: Online pet retailer and one of Badlands Ranch's largest distribution partners. Related as a customer/channel and increasingly a competitor via Chewy-owned brands and its expanding private-label and veterinary diet offerings.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Badlands Ranch social profiles
Digital presenceBadlands Ranch compliance and trust
Trust signalCompliance1 record
Badlands Ranch financial estimates
Financial estimateRevenue estimate
Valuation estimate
Badlands Ranch leadership team
Management profileNumber of profiles
Profiles2 records
Badlands Ranch funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Badlands Ranch 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 Badlands Ranch
What does Badlands Ranch do?
Badlands Ranch manufactures and sells premium air-dried dog food, freeze-dried treats, and targeted supplements under the Superfood Complete, Superfood Bites, Superfood Nuggets, and Super supplement lines. Products are formulated with whole-food ingredients (87% animal protein plus superfoods), AAFCO-compliant nutritional profiles, and preserved through proprietary low-temperature air-drying and freeze-drying processes for shelf stability without high-heat extrusion.
Is Badlands Ranch a public or private company?
Badlands Ranch is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Badlands Ranch founded?
Badlands Ranch was founded in 2022.
Where is Badlands Ranch based?
Badlands Ranch is headquartered in Woodland Hills, United States, in the North America region.
How does Badlands Ranch make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are retail Distribution and subscription/Recurring Revenue.
Who are Badlands Ranch's main competitors?
Broad incumbents on record are Wellness Pet Company, Blue Buffalo and Orijen. Direct peers are Vital Essentials, Ollie, Stella & Chewy's, The Farmer's Dog, Open Farm and Primal Pet Foods. Chewy is listed as an others.
Does Badlands Ranch have an API?
No public API is recorded for Badlands Ranch.
What industry is Badlands Ranch in?
Badlands Ranch's product category is Premium Pet Food and Nutrition. Its primary akta.pro industry code is AFADAFAD, Freeze-Dried & Dehydrated Pet Food, with a secondary code of CRADAFAD, Frozen & Raw Pet Food (incl. freeze-dried). Its NAICS code is 311111 and its SIC code is 2030.