Bellylabs
Bellylabs is a privately held pet health company that develops and sells at-home canine pregnancy test kits and wellness supplements (dental powder, calcium paste) to dog breeders and pet owners via direct e-commerce and major pet retailers.
- Company typePrivate
- Founded2017
- HeadquartersHelsinki, Finland
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Bellylabs does
Bellylabs is a privately held consumer pet health company founded in 2017 that develops and sells at-home diagnostic tests and wellness supplements for dogs. Its flagship product is a lateral flow immunoassay test that measures the relaxin hormone in female dogs to confirm pregnancy with 96% accuracy within 10-15 minutes, distinguishing pseudopregnancy from actual gestation without veterinary intervention or needles. The company has expanded into complementary supplements, launching the Algadent Dental Powder (Icelandic seaweed-based oral health supplement) in 2025 and announcing a forthcoming Calcium+ Paste for whelping and postpartum support.
Bellylabs operates a product-led, direct-to-consumer e-commerce model at a single price point of $69 per pregnancy test kit, complemented by distribution through major pet retail marketplaces (Chewy, Amazon) and specialty canine health distributors (Revival Animal, Caninep4). The company serves two primary segments: professional and hobbyist dog breeders — who need fast, reliable pregnancy confirmation for breeding programs — and general dog owners purchasing dental supplements. The firm is headquartered in Helsinki, Finland, with a US-incorporated entity (Bellylabs Inc) and operates dual storefronts serving North America and the EU/UK.
Bellylabs firmographics
Firmographics- Name
- Bellylabs
- Legal name
- Bellylabs Inc
- Website
- https://belly-labs.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Bellylabs is a privately held pet health company that develops and sells at-home canine pregnancy test kits and wellness supplements (dental powder, calcium paste) to dog breeders and pet owners via direct e-commerce and major pet retailers.
- Ownership category
- akta.pro rank
Bellylabs industry classification
Industry- Product category
- Pet Diagnostic Products
- NAICS
- Veterinary Services (54194)
- SIC
- In Vitro & In Vivo Diagnostic Substances (2835)
- akta.pro primary industry
- Reproductive & Endocrinology Diagnostics (Fertility, Hormones) (HLAMADAF)
- akta.pro secondary industries
- Point-of-Care & In-Clinic Diagnostics (Rapid Tests, Benchtop Analyzers) (HLAMADAI), Pregnancy, Fertility & Women’s Health Rapid Tests (hCG, ovulation, vaginal infection) (HLAHAOAF)
Keywords
Where Bellylabs is headquartered
LocationHeadquarters
- HQ city
- Helsinki
- HQ country
- Finland
- HQ region
- Europe
Markets served
Bellylabs business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel
Revenue model
- Direct Product Sales: One-time purchase model for dog pregnancy test kits and dental supplements sold directly to consumers and through retail marketplace partners
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Pregnancy Test For Dogs - Single kit |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels5 records
Bellylabs product offering
Product offeringCore offering
Bellylabs develops and sells at-home diagnostic tests and wellness supplements for dogs. Its flagship product is the Pregnancy Test For Dogs, a lateral flow immunoassay kit that measures the relaxin hormone to confirm canine pregnancy with 96% accuracy in 10-15 minutes. The company also offers the Algadent Dental Powder supplement (Icelandic seaweed-based) and is launching a Calcium+ Paste for whelping and postpartum support. Products are sold directly to dog breeders and pet owners through e-commerce and pet retail marketplaces.
Product overview
Bellylabs develops at-home diagnostic tests and wellness supplements for dogs. The core product is the Pregnancy Test For Dogs, a 96% accurate home test that measures relaxin hormone to confirm pregnancy in 10-15 minutes. The company also offers complementary health supplements including Algadent Dental Powder (an Icelandic seaweed-based oral health supplement) and the soon-to-launch Calcium+ Paste for whelping and postpartum support. The product line is available through the company's e-commerce platform and major pet retailers including Chewy, Amazon, and Revival Animal.
Differentiator
Problem solved
Functional benefit
Brands
- Algadent: Dental care powder supplement for dogs using Icelandic seaweed to support oral health, reduce plaque, tartar, and bad breath.
Products and services
- Pregnancy Test For Dogs A home-use pregnancy test kit for dogs that measures the relaxin hormone to detect pregnancy with 96% accuracy in 10-15 minutes. Designed for dog breeders and pet owners to confirm pregnancy and distinguish pseudopregnancy from actual gestation without professional knowledge or needles.
- Algadent Dental Powder A 6.35 oz dental powder supplement for dogs containing Icelandic seaweed (Ascophyllum nodosum) that supports oral health by reducing plaque, tartar, and bad breath without requiring brushing.
- Bellylabs Gift Card A gift card product that allows customers to purchase Bellylabs products or gift them to other dog owners and breeders.
Quantifiable outcome
- 96% accuracy in detecting canine pregnancy
- +2 more outcomes
Companies that use Bellylabs
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles2 records
Bellylabs technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Bellylabs partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered major and core.
- ChewymajorMajor pet retail marketplace partner distributing Bellylabs pregnancy test kits to Chewy's customer base of pet owners and breeders
- AmazonmajorGlobal e-commerce platform partner providing access to millions of pet product shoppers through Amazon's marketplace
- Revival AnimalcoreSpecialty pet health distributor serving the dog breeding and veterinary community with Bellylabs pregnancy test products
- Caninep4coreSpecialized canine health platform distributor offering Bellylabs pregnancy tests to professional breeders and pet owners
Scale indicators3 records
Recent moves5 records
Expansion highlights5 records
Bellylabs competitors and assessment
Company assessmentBroad incumbents
- Virbac: Global animal health company with a diagnostics and petcare supplement portfolio. Most relevant as a broader veterinary industry incumbent that could expand into home-use pregnancy testing or related reproductive diagnostics.
- IDEXX Laboratories: Dominant veterinary diagnostics company offering reference lab testing, in-clinic analyzers, and rapid tests across multiple species. Broadly comparable as the gold-standard vet diagnostics counterpart to Bellylabs' home-use positioning, and a credible acquirer or competitive entrant.
- Heska (Antech Diagnostics): Veterinary diagnostics and imaging company (now part of Mars Petcare) offering in-clinic analyzers and rapid tests. Comparable scientific and channel foundation to Bellylabs' lateral flow canine pregnancy test, but at a much larger scale and in the vet clinic.
- Zoetis: Global animal health leader that sells the Witness Relaxin canine pregnancy test, traditionally administered through veterinary clinics. Comparable in the same diagnostic biomarker (relaxin) but operates in-clinic rather than home use, making it the most credible vertically integrated incumbent Bellylabs could face.
Direct peers
- Tomlyn (Vetoquinol): Veterinary-recommended pet supplements brand with a strong dental and wellness portfolio (including dental hygiene products). Directly comparable to Bellylabs' Algadent Dental Powder and broader supplement strategy, especially in the vet-specialty channel.
- ProDen PlaqueOff (Swedencare): Specialty pet dental supplement brand built around a proprietary seaweed ingredient (Ascophyllum nodosum) — the same active ingredient used in Bellylabs' Algadent Dental Powder. Direct product-overlap competitor in the natural dental care category.
- Pet Honesty: Leading DTC pet supplement brand selling dental, calming, and joint supplements directly to consumers via e-commerce and Amazon. Operates the same product-led growth playbook as Bellylabs and competes for the same pet wellness shelf and digital shelf space.
- Zesty Paws: Major DTC pet supplement brand offering dental, calming, and functional chews at scale through Amazon and Chewy. Compares directly to Bellylabs on GTM motion (DTC plus major pet marketplaces) and on the supplement category landscape.
- Breeder's Edge (Revival Animal house brand): Revival Animal's own brand sells Breeder's Edge canine pregnancy test kits directly to breeders and pet owners through the same Revival Animal channel that already distributes Bellylabs. Direct head-to-head competitor in at-home canine pregnancy testing with overlapping customer base.
Emerging players
- HealthyMouth: Veterinary-developed water additive and dental supplement brand for dogs and cats. Closely comparable to Bellylabs' Algadent Dental Powder in the natural kelp/seaweed-based dental support category and in targeting health-conscious pet owners willing to pay premium prices.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Bellylabs social profiles
Digital presenceBellylabs financial estimates
Financial estimateRevenue estimate
Valuation estimate
Bellylabs leadership team
Management profileNumber of profiles
Bellylabs funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Bellylabs 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 Bellylabs
What does Bellylabs do?
Bellylabs develops and sells at-home diagnostic tests and wellness supplements for dogs. Its flagship product is the Pregnancy Test For Dogs, a lateral flow immunoassay kit that measures the relaxin hormone to confirm canine pregnancy with 96% accuracy in 10-15 minutes. The company also offers the Algadent Dental Powder supplement (Icelandic seaweed-based) and is launching a Calcium+ Paste for whelping and postpartum support. Products are sold directly to dog breeders and pet owners through e-commerce and pet retail marketplaces.
Is Bellylabs a public or private company?
Bellylabs is a private company. It is classified as unknown and is currently operating.
When was Bellylabs founded?
Bellylabs was founded in 2017. It employs 1 to 10 people.
Where is Bellylabs based?
Bellylabs is headquartered in Helsinki, Finland, in the Europe region.
How does Bellylabs make money?
One revenue line is on record: direct Product Sales.
Who are Bellylabs's main competitors?
Broad incumbents on record are Virbac, IDEXX Laboratories, Heska (Antech Diagnostics) and Zoetis. Direct peers are Tomlyn (Vetoquinol), ProDen PlaqueOff (Swedencare), Pet Honesty, Zesty Paws and Breeder's Edge (Revival Animal house brand). HealthyMouth is listed as an emerging player.
Does Bellylabs have an API?
No public API is recorded for Bellylabs.
What industry is Bellylabs in?
Bellylabs's product category is Pet Diagnostic Products. Its primary akta.pro industry code is HLAMADAF, Reproductive & Endocrinology Diagnostics (Fertility, Hormones), with a secondary code of HLAMADAI, Point-of-Care & In-Clinic Diagnostics (Rapid Tests, Benchtop Analyzers). Its NAICS code is 54194 and its SIC code is 2835.