What Aqueon does

Aqueon Inc. is a Franklin, Wisconsin-based branded manufacturer of aquarium equipment, water care products, and fish nutrition, operating as a wholly-owned subsidiary of Central Garden & Pet Company (NASDAQ: CENT) within the parent's Central Aquatics division alongside sister brands Coralife, Zilla, and Kaytee. The company was founded in 1967 and employs 251-500 people, serving primarily consumer fishkeeping hobbyists ranging from first-time owners to experienced aquarists, with secondary customers being pet specialty and mass-market retail partners. Aqueon's product portfolio spans aquariums and starter kits, filtration systems (SmartClean power filters, QuietFlow internal filters, EcoRenew biodegradable cartridges), heating, OptiBright/BlueIQ Wi-Fi- and Bluetooth-enabled LED lighting, water care (AquaPacs pre-measured pods, ammonia neutralizers, clarifiers, PURE beneficial bacteria, 7-in-1 test strips), and fish nutrition including the Nutrinsect 100% fish-free insect-based food line, standard formulas, and Stick'ems freeze-dried treats.

Aqueon generates revenue through hardware sales and a recurring consumables stream driven by replacement cartridges, food, water treatment products, and test strips that are designed to fit its installed equipment base. Pricing is set by retail partners rather than directly by Aqueon, with distribution spanning pet specialty stores, mass-market retailers, and e-commerce platforms (including Amazon and the company's own aqueon.com storefront). The company complements its physical product lines with a content-driven marketing strategy — blog articles, YouTube tutorials, species care guides, and newsletters — designed to drive organic traffic, build hobbyist expertise, and reduce churn. Proprietary trademarks (SmartClean, EcoRenew, BlueIQ, Nutrinsect, AquaPacs, QuietFlow, OptiBright, BettaBow, Stick'ems, Aqueon Pro) and trade-press recognition (Pet Business Industry Recognition Award 2022, Pet Age Editor's Select 2026) support Aqueon's positioning as a category leader, though no standalone revenue is publicly disclosed.

Name

Aqueon

Legal name

Aqueon Inc.

Website

https://aqueon.com

Company type

Private

Founded year

1967

Operating status

Operating

Headcount range

251–500 employees

Short description

Aqueon Inc. is a Franklin, Wisconsin-based aquarium products manufacturer and wholly-owned subsidiary of Central Garden & Pet Company, serving consumer fishkeeping hobbyists through pet specialty, mass-market, and e-commerce retail with proprietary branded filtration, lighting, water care, and nutrition products including SmartClean, EcoRenew, BlueIQ, and Nutrinsect lines.

Ownership category

akta.pro rank

Product category

Aquarium Supplies

NAICS

Pet and Pet Supplies Retailers (45991), Fish and Seafood Merchant Wholesalers (42446), Fish and Seafood Retailers (44525)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Aquarium & Fish Supplies Retail (CRALAHAI)

akta.pro secondary industries

Fish & Aquatic Feed (ornamental) (CRADAFAL), Fish & Aquarium Feed (Ornamental) (AFADAFAL), Live Animals & Aquatics Wholesale Distribution (CRAOAKAJ)

Keywords

• Aquarium supplies
• Aquarium filtration
• Fish care products
• Aquarium lighting
• Fish nutrition

Headquarters

HQ city

Franklin

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales

Revenue model

1. Aquarium Products Sales: Aqueon generates revenue through the sale of aquarium equipment and supplies including aquariums, filters, heaters, lighting, water care products, fish food, and accessories. Products are sold through retail channels and the company website.
2. Consumables and Replacements: Recurring revenue from replacement products including filter cartridges (EcoRenew), food products (Nutrinsect, regular formulas, treats), water treatment products, and test strips. These consumables drive repeat purchases from the installed customer base.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Aqueon manufactures, brands, and distributes a comprehensive line of aquarium equipment, water care solutions, and fish food. Its portfolio includes hang-on-back and internal power filters (SmartClean, QuietFlow), LED lighting (OptiBright with BlueIQ app), heaters, pumps, glass aquariums and starter kits, water conditioners, clarifiers, ammonia neutralizers, test strips, and consumables such as EcoRenew cartridges, AquaPacs dosing balls, and Nutrinsect insect-based fish food. Products are sold primarily to individual fishkeeping hobbyists through pet specialty retailers, mass-market retailers, and online channels.

Product overview

Aqueon is a comprehensive aquarium products company offering a diverse portfolio of aquarium equipment, water care solutions, and fish food products. The core product lineup includes SmartClean Power Filters with EcoRenew Cartridges (biodegradable filter cartridges paired with technology that simplifies water changes in three steps), OptiBright SMART LED Lights (app-controlled via BlueIQ Wi-Fi/Bluetooth connectivity), Nutrinsect Fish Food (100% fish-free, insect-based complete nutrition in multiple varieties for betta, goldfish, and tropical fish), AquaPacs (pre-measured water care pods for easy dosing), Stick'ems Freeze-Dried Treats (award-winning interactive treats), and 7-in-1/Ammonia Test Strips for water quality monitoring. Supporting products include QuietFlow Internal Power Filters with SmartClean Technology, EcoRenew Replacement Filter Cartridges, PURE Live Beneficial Bacteria supplements, Water Clarifiers, Ammonia Neutralizers, and starter kits including LED BettaBow Kits and Aquarium Essentials Kits. The company is owned by Central Garden & Pet Company and operates as part of the Central Aquatics division alongside Coralife, Zilla, and Kaytee brands.

Differentiator

Problem solved

Functional benefit

Brands

• BlueIQ: Smart technology platform and app for controlling Aqueon aquarium products via Wi-Fi or Bluetooth
• Nutrinsect
• EcoRenew
• SmartClean
• QuietFlow
• AquaPacs
• OptiBright
• BettaBow
• Stick'ems
• Aqueon Pro

Products and services

• SmartClean Power Filter with EcoRenew Cartridge Hang-on-back power filter for freshwater and saltwater aquariums with SmartClean Technology that simplifies water changes in three steps (lift spout, rotate to drain, push down) without removing the filter or disconnecting equipment. Uses biodegradable EcoRenew filter cartridges made from natural fibers with activated carbon. Designed for aquarium hobbyists wanting easier routine maintenance.
• OptiBright SMART LED Lights Slim, low-profile LED aquarium lighting system with BlueIQ Wi-Fi and Bluetooth connectivity. Fully customizable light intensity, spectrum, and schedules via the free Aqueon BlueIQ mobile app. Aimed at aquarium hobbyists wanting app-controlled lighting and deeper environment customization.
• Nutrinsect Fish Food 100% fish-free complete daily nutrition fish food formulated with insect-based proteins (Black Soldier Fly larvae, Mealworms, Bloodworms, and Freshwater Shrimp), without fishmeal, whole fish, or fish oils. Available in Betta Pellets, Goldfish Flakes/Pellets, and Tropical Flakes/Pellets varieties for aquarium hobbyists seeking sustainable, wild-diet-matched nutrition.
• Aqueon AquaPacs Pre-measured water care pod products where each ball treats up to 10 gallons of water, eliminating the need to measure liquids and reducing overdosing risk. Product line includes water conditioner, water clarifier, ammonia reducer, and sludge remover for aquarium hobbyists wanting simple, mess-free water treatment.
• Stick'ems Freeze-Dried Treats Interactive freeze-dried fish treats that stick to the inside of the aquarium glass, letting owners observe fish up close during feeding. Available in Color Boosting, Picky Eater, and High Protein varieties. Targets aquarium hobbyists looking for engaging treats. Winner of the 2022 Pet Business Industry Recognition Award.
• 7-in-1 and Ammonia Aquarium Test Strips Water testing strips for monitoring aquarium water quality. The 7-in-1 strips measure total alkalinity, pH, hardness, nitrate, nitrite, free chlorine, and iron in roughly 30 seconds; the Ammonia strips detect ammonia concentration. Color-coded chart enables quick corrective action for both freshwater and saltwater aquariums.
• QuietFlow Internal Power Filters with SmartClean Technology Self-priming submersible internal power filters with adjustable flow rates and a Bio-Holster cartridge holder that supports beneficial bacteria colonization. Includes NoDrip design and EcoRenew sustainable cartridges. Available in sizes for 0–5G, 5–15G, and 15–30G aquariums, providing mechanical and biological filtration plus simplified water changes via SmartClean.
• QuietFlow Internal Power Shrimp Filters with SmartClean Technology Internal power filter purpose-built for shrimp and small livestock aquariums, with a protective intake grid and pre-filter foam sponge that prevents shrimp or fry from being pulled into the impeller. Includes SmartClean Technology for quick water changes and EcoRenew biodegradable cartridges.
• EcoRenew Replacement Filter Cartridges Replacement filter cartridges for SmartClean and QuietFlow filters, made from natural fibers infused with activated carbon. Biodegradable, fully compostable, with NoDrip design. Available in Extra Small, Small, Medium, and Large sizes, providing sustainable ongoing filtration media for existing Aqueon filter owners.
• PURE Live Beneficial Bacteria and Enzymes Time-release gel ball supplement containing live nitrifying bacteria and enzymes that convert toxic ammonia and nitrite into less toxic nitrate. Cannot be overdosed and supports clear water while reducing filter maintenance. Targets aquarium hobbyists seeking biological cycle support.
• Water Clarifiers Liquid aquarium water clarifier that binds suspended fine particles causing cloudy or murky water so they can be removed by the filter or settle to the substrate. Available in 4oz, 8oz, and 16oz sizes for aquarium hobbyists dealing with cloudy water.
• Ammonia Neutralizers Liquid treatment that neutralizes harmful ammonia and nitrites while also acting as a water conditioner that neutralizes chlorine and chloramines. Suitable for both freshwater and saltwater aquariums experiencing ammonia spikes.
• LED BettaBow Kit with SmartClean Technology Complete desktop acrylic betta aquarium kit that bundles the clear acrylic vessel, low-profile LED hood, elevated base, divider, power filter with SmartClean Technology (enabling water changes in under 2 minutes), betta food, water conditioner, and setup guide. Designed for first-time betta keepers wanting an all-in-one setup.
• Aquarium Essentials Kit Starter bundle sized for 10-gallon Aqueon glass aquariums, including a QuietFlow LED PRO Power Filter, Preset 50W Heater, Fish Net, Thermometer, and Food and Water Care samples. Provides a turnkey setup for new 10G aquarium owners.

Quantifiable outcome

• SmartClean Technology enables water changes in under 2 minutes
• +3 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Three partnerships are on record, tiered core.

• CoralifecoreOthersSister brand under Central Garden & Pet Company family of aquatic brands. Coralife products complement Aqueon's offerings in the aquarium market.
• ZillacoreOthersSister brand under Central Garden & Pet Company family of brands. Zilla reptile and amphibian products round out the pet portfolio alongside Aqueon's aquatic focus.
• KayteecoreOthersSister brand under Central Garden & Pet Company focused on small animal and bird care products. Part of the integrated brand portfolio.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Eheim: Eheim is a German manufacturer of high-end canister filters, internal filters, and aquarium accessories. It competes with Aqueon's filter and equipment lineup in the premium hobbyist segment, particularly among saltwater and planted-tank enthusiasts.
• Zoo Med Laboratories: Zoo Med produces specialty aquariums, lighting, filtration, and reptile/amphibian products. It competes with Aqueon in aquarium equipment and is a direct competitor in the independent pet-specialty channel.
• Fluval: Fluval, part of Rolf C. Hagen, offers premium aquarium heaters, filters, and lighting. It is explicitly identified alongside Aqueon as a major competitor in the submersible aquarium heater market, targeting overlapping hobbyist customers with a more premium positioning.
• Marineland: Marineland is a long-established aquarium equipment brand known for filters, lighting, and tanks sold through mass-market retail. It directly competes with Aqueon in the entry-to-mid tier aquarium equipment category for U.S. hobbyists.
• Tetra: Tetra, owned by Spectrum Brands, is one of the largest global aquarium product brands offering fish food, water care, aquariums, and equipment. It competes directly with Aqueon across mass-market and specialist channels in the same freshwater hobbyist customer base.
• Penn-Plax: Penn-Plax makes aquarium décor, ornaments, and a broad range of small pet accessories sold through mass-market retail. It overlaps with Aqueon in tank accessories, décor, and beginner-kit channels.
• Seachem: Seachem produces premium water conditioners, filtration media, and additives for freshwater and saltwater aquariums. It competes with Aqueon's water-care line at the enthusiast and specialty-retail tier with comparable SKU breadth.
• API (Mars Fishcare): API, owned by Mars, makes water conditioners, test kits, and medications for aquariums. Its water-care and test-strip portfolio overlaps directly with Aqueon's AquaPacs and 7-in-1 test strips, serving the same hobbyist customers.
• Coralife: Coralife is Aqueon's sister brand under Central Garden & Pet's Central Aquatics division, offering lighting, filtration, and aquarium fixtures. It is a direct comparable in product mix and customer base, though with a stronger lighting legacy and saltwater positioning.

Emerging players

• Hydros (CoralVue): Hydros by CoralVue is a smart, app-driven aquarium controller and equipment ecosystem targeting the tech-forward reef and planted-tank hobbyist. It represents the emerging smart-aquarium category that Aqueon's BlueIQ platform is also pursuing.

Market position

Strengths5 records

Weaknesses2 records

Competitive moat5 records

Key risks4 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/AqueonProducts
• Facebookfacebook.com/AqueonProducts
• Instagraminstagram.com/aqueonproducts
• Xx.com/aqueonproducts

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 Aqueon