American Natural Premium

What American Natural Premium does

American Natural Premium (ANP) is a Wisconsin-based, founder-owned manufacturer of premium natural dog food and soft-baked treats, operating since 1998 from its headquarters in Grafton, WI. The company formulates and markets dry kibble and freeze-dried recipes built around three positioning pillars: USA-sourced natural ingredients, exclusion of legumes/potatoes/peas (marketed against perceived DCM concerns), and allergy-friendly formulations (chicken-free, grain-free, limited-ingredient). The portfolio spans a Core line anchored by the Original Recipe, a Market Fresh line of fresh-protein recipes (turkey, pork, duck, beef, chicken with fruits and vegetables), a Freeze-Dried Raw line introduced in late 2024, life-stage and specialty SKUs (Puppy, Large Breed Puppy, Sensitive Care, Endurance Plus, Exhibitor's Choice), and the Woof-Itz soft-baked treats line currently expanding across eight flavor SKUs. Technical differentiation rests on ingredient sourcing, formulation (probiotic fortification with Lactobacillus acidophilus, Bifidobacterium longum, Lactobacillus plantarum, and Pediococcus acidilactici), and a no-legume/no-potato stance rather than on software or automation systems.

The business runs a multi-channel go-to-market: direct-to-consumer e-commerce through americannaturalpremium.com, distribution via Chewy and regional online/physical pet retailers (Nurture Pet, Pet Food Warehouse, Thiesens, Hearty Pet, BaxterBoo), and a dedicated Breeder Program offering exclusive pricing to professional dog breeders. Pricing is unit-based — dog food SKUs range from $13.04 (4lb Original) to $102.25 (30lb Fish Recipe), treats are standardized at $8.99 for 8oz — with no subscription tier disclosed for retail consumers. The customer base consists of individual pet owners (often with dogs having food sensitivities), AKC/show/working-dog breeders, and breed-enthusiast consumers reached through an extensive content library of 40+ breed guides and topical nutrition articles. The company is privately held by co-founders Jennifer Burlo and Gene Large, with no institutional funding, subsidiaries, or parent company disclosed.

Strategically, ANP's recent activity has concentrated on product-surface expansion (new Woof-Itz flavors in 2025–2026, the Freeze-Dried Raw launch, and continued Market Fresh buildout) rather than geographic, channel, or M&A expansion. There are no disclosed AI, data, or software capabilities; no API or integrations; no patents; and no regulatory milestones beyond consumer-review recognition. The combination of a 27-year brand, niche premium positioning, and a small (11–50 employee) Wisconsin-based operation points to a stable, founder-led CPG business with incremental rather than venture-style growth.

Name

American Natural Premium

Legal name

American Natural Premium

Website

https://americannaturalpremium.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

11–50 employees

Short description

American Natural Premium, founded in 1998 in Grafton, Wisconsin, manufactures premium natural dog food and treats — including legume-free, chicken-free, grain-free, and freeze-dried raw recipes — sold direct-to-consumer, through Chewy and regional pet retailers, and via a dedicated professional dog breeder program.

Ownership category

akta.pro rank

Product category

Premium Natural Dog Food

NAICS

Dog and Cat Food Manufacturing (311111)

SIC

Food And Kindred Products (2000), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Dry Kibble (Dog & Cat) (CRADAFAA)

akta.pro secondary industries

Pet Treats & Chews (AFADAFAF), Freeze-Dried & Dehydrated Pet Food (AFADAFAD), Raw & Fresh Pet Food (Refrigerated/Frozen) (AFADAFAE), Natural/Organic & Limited-Ingredient Diets (CRADAFAH)

Keywords

• Premium dog food
• Natural pet food
• Freeze-dried dog food
• Dog treats
• Allergy-friendly dog food

Headquarters

HQ city

Grafton

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, Others

Revenue model

1. Dog Food Sales: Direct sales of premium dry dog food through multiple product lines including Core Line, Market Fresh, Grain-Free, Chicken-Free, and Freeze-Dried varieties. Products sold in various sizes (4lb, 12lb, 26lb, 30lb, 33lb) at retail price points ranging from $13 to $103 depending on formula and size.
2. Dog Treat Sales: Sales of Woof-Itz soft-baked dog treats through retail and direct channels. Treats priced at $8.99 for 8oz packaging with multiple flavor varieties.
3. Breeder Program: Exclusive pricing program for professional dog breeders providing special discounted rates on all American Natural Premium products for high-volume purchases.

Pricing tiers

Go-to-market motion2 records

Distribution channels8 records

Marketing channels6 records

Core offering

American Natural Premium manufactures and sells premium, all-natural dog food and soft-baked treats formulated with real meat and wholesome ingredients sourced from the USA. The product portfolio spans dry kibble (Original Recipe, Market Fresh, Grain-Free, Limited Ingredient, Life Stage, Specialty, and Freeze-Dried Raw lines) and the Woof-Itz soft-baked treats line, all emphasizing legume-free, chicken-free, and grain-free options with prebiotic and probiotic fortification for dogs with food sensitivities. Products are sold direct via the company website and through retail partners including Chewy and regional pet stores, with a dedicated Breeder Program serving professional dog breeders.

Product overview

American Natural Premium is a premium all-natural dog food and treats manufacturer offering a diversified portfolio of products across multiple categories. The core product lines include: the Original Recipe (core line dog food), Market Fresh line (fresh/fresh frozen recipes featuring whole ingredients like turkey, pork, duck, beef, chicken, and fish with fruits and vegetables), Freeze-Dried Raw products, and the Woof-Itz premium soft-baked treats line. The company also offers specialized formulas including Puppy, Large Breed Puppy, Sensitive Care, Endurance Plus, Lamb Meal & Rice (limited ingredient), and Grain-Free options. All products emphasize American-made quality, natural ingredients, legume-free/chicken-free/grain-free options, and probiotic supplementation. The company operates a Breeder Program offering exclusive pricing for professional dog breeders.

Differentiator

Problem solved

Functional benefit

Brands

• Woof-Itz: Soft-baked dog treats line including flavors like Sizzlin' Bacon, Poppin' Pumpkin, Burstin' Blueberry, Cravin' Coconut Cranberry, Smackin' PB & J, Cheesin' Beer Brat, Crunchin' Apple & Bacon, and Dancin' Ham & Pineapple.
• Market Fresh

Products and services

• Original Recipe Dog Food Premium all-life-stages dog food with chicken meal, oatmeal, brown rice, and whole grains. Legume-free and potato-free formula with probiotics for digestive health. Available in 4lb ($13.04), 12lb ($33.10), and 33lb ($69.39) sizes.
• Grain-Free Ocean Fish Meal & Potato Recipe Grain-free and chicken-free dry dog food featuring menhaden fish meal as the primary protein source, enriched with salmon oil and omega fatty acids for coat health. Available in 12lb ($44.71) and 26lb ($69.85) sizes.
• Lamb Meal & Rice Recipe Limited ingredient dog food with USA-sourced lamb meal as the primary protein, designed for dogs with chicken or beef intolerances. Contains prebiotics and probiotics. Available in 12lb ($46.63) and 30lb ($79.94) sizes.
• Fish Recipe with Zucchini & Carrots (Ocean Harvest) Legume-free fish-based dog food made with salmon, whitefish, trout, menhaden and herring. Features antioxidant-rich zucchini and carrots with pumpkin for digestive support. Available in 4lb ($20.31) and 30lb ($102.25) sizes.
• Woof-Itz Soft-Baked Dog Treats Soft-baked human-grade dog treats made with all-natural ingredients including oat flour, rolled oats, coconut oil, molasses, and real food ingredients. Available in eight flavors (Sizzlin' Bacon, Poppin' Pumpkin, Burstin' Blueberry, Cravin' Coconut Cranberry, Smackin' PB & J, Cheesin' Beer Brat, Crunchin' Apple & Bacon, Dancin' Ham & Pineapple). Priced at $8.99 per 8oz package across all flavors.
• Puppy Recipe Premium puppy food formulated to support healthy growth, development, and immunity in puppies of all breeds.
• Large Breed Puppy Specialized puppy food formula designed for large breed puppies with tailored nutrition for proper skeletal development.
• Sensitive Care Dog food formula designed for dogs with sensitive stomachs and multiple food sensitivities, featuring easily digestible ingredients with probiotics.
• Endurance Plus High-energy dog food formula designed for active working dogs and breeds requiring sustained energy levels.
• Turkey with Pumpkin Recipe Fresh turkey-based dog food recipe with pumpkin for digestive support, part of the Market Fresh line featuring real whole ingredients.
• Pork with Pumpkin and Apples Recipe Fresh pork-based dog food recipe with pumpkin and apples, part of the Market Fresh line featuring real whole ingredients.
• Duck with Butternut Squash Recipe Fresh duck-based dog food recipe with butternut squash, part of the Market Fresh line featuring real whole ingredients.
• Beef with Carrots and Cauliflower Recipe Fresh beef-based dog food recipe with carrots and cauliflower, part of the Market Fresh line featuring real whole ingredients.
• Chicken with Apples and Cranberries Recipe Fresh chicken-based dog food recipe with apples and cranberries, part of the Market Fresh line featuring real whole ingredients.
• Freeze-Dried Raw Dog Food (Chicken, Duck, Pork varieties) Freeze-dried raw dog food line including Chicken with Apples and Cranberries, Duck with Butternut Squash, and Pork with Pumpkin and Apples varieties. Freeze-drying technology preserves nutritional value while providing convenient preparation.
• Chicken Meal & Brown Rice Recipe Chicken-based dog food with brown rice, formulated for healthy weight management and suitable for overweight or inactive dogs.
• Chicken Recipe with Ancestral Grains Chicken-based dog food recipe featuring ancestral grain blend for dogs with grain sensitivities who still need some grain inclusion.
• Pork Meal Recipe (Duck & Pork) Grain-free dog food featuring duck and pork meal as protein sources, providing alternative protein options for dogs with chicken sensitivities.
• Exhibitors Choice Premium dog food formula designed for show dogs and breeding dogs, supporting coat condition and overall appearance.
• Chicken & Barley Dog Food Chicken-based dog food with barley as a whole grain carbohydrate source.
• Pork Recipe with Pumpkin and Apples Pork-based dog food recipe with pumpkin and apples, part of the Market Fresh line featuring real whole ingredients.
• Breeder Program Direct sales program for professional dog breeders providing exclusive discounted pricing on all American Natural Premium products for high-volume purchases, plus dedicated support resources.

Quantifiable outcome

• A+ rated and #1 best overall kibble without peas, lentils, legumes, and potatoes
• +1 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Six partnerships are on record, tiered core and regional.

• ChewycoreChannel Partner/ Reseller/ DistributorMajor online pet retailer partnership for product distribution. Chewy carries American Natural Premium's full product line including dog food and treats, providing wide consumer access through the chewy.com marketplace.
• Nurture PetcoreChannel Partner/ Reseller/ DistributorOnline pet retailer specializing in natural pet products. Nurture Pet offers American Natural Premium products through nurturepet.com, with dedicated product pages for various ANP offerings including treats.
• Pet Food WarehouseregionalChannel Partner/ Reseller/ DistributorRegional pet food retailer with online presence. Pet Food Warehouse distributes American Natural Premium products to customers in their service area.
• ThiesensregionalChannel Partner/ Reseller/ DistributorRegional pet supply retailer partner distributing American Natural Premium products. Thiesens carries ANP treats and dog food at their retail locations.
• Hearty PetregionalChannel Partner/ Reseller/ DistributorRegional pet product distributor and retailer partner. Hearty Pet offers American Natural Premium products through heartypt.com marketplace.
• BaxterBooregionalChannel Partner/ Reseller/ DistributorOnline pet products retailer partner. BaxterBoo carries American Natural Premium treats including Woof-Itz product line through baxterboo.com.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Orijen / Acana (Champion Petfoods): Premium dog food manufacturer with biologically-appropriate, regionally sourced ingredient positioning. Directly comparable to ANP's premium natural and limited-ingredient positioning; Orijen/Acana operate at larger scale with stronger international presence but similar niche-premium identity.
• Fromm Family Foods: Family-owned premium dog and cat food manufacturer in Wisconsin, similar in heritage, premium-natural positioning, and independent/scale profile to ANP. Sells through independent pet retail and DTC, with comparable product breadth including grain-free and treat lines.
• Stella & Chewy's: Premium raw and freeze-dried dog food brand. Directly comparable to ANP's Market Fresh and Freeze-Dried Raw lines; positioned in the same raw/premium niche with similar Chewy and specialty retail distribution.
• Canidae Pet Food: Independent premium natural pet food brand offering limited-ingredient, grain-free, and life-stage formulations. Comparable to ANP in size, channel mix (Chewy, specialty retail, DTC), and natural/limited-ingredient positioning.
• Nature's Logic: Premium pet food brand focused on 100% natural, whole food, and limited-ingredient diets without synthetic vitamins/minerals. Closely comparable to ANP's natural ingredient philosophy and limited-ingredient Lamb Meal & Rice and Sensitive Care offerings.
• Primal Pet Foods: Specialty raw and freeze-dried dog food manufacturer. Comparable to ANP's freeze-dried raw offerings and raw-premium positioning; similar specialty/DTC distribution model.
• Solid Gold Pet Food: Holistic premium dog and cat food brand with probiotic and digestive-health positioning. Directly comparable to ANP's prebiotic/probiotic fortification and sensitive-stomach line positioning; similar channel mix and target consumer.
• Earthborn Holistic (Midwestern Pet Foods): Mid-sized premium natural pet food brand with grain-free and limited-ingredient offerings. Comparable to ANP in channel strategy (specialty retail, Chewy, DTC) and natural/holistic positioning.

Broad incumbents

• Blue Buffalo (General Mills): One of the largest premium natural dog food brands in the US, now owned by General Mills. Directly comparable to ANP in natural ingredient positioning, life-stage and breed-size segmentation, and broad retail/Chewy distribution, but operates at materially greater scale.
• Wellness Pet Company (Wellness CORE): Premium natural pet food portfolio including grain-free, CORE, and Healthy Indulgence lines. Comparable product architecture to ANP across kibble, treats, and health-positioned formulations; broader portfolio and scale than ANP.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/AmericanNaturalPremium
• LinkedInlinkedin.com/company/americannaturalpremium

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 American Natural Premium