Happy Howie's

What Happy Howie's does

Happy Howie's, Inc. is a Detroit, Michigan-based manufacturer of all-natural, slow-cooked meat dog treats, founded in 2006 after a local dog treat maker closed and the founders kept the workers employed. The company produces treats from real beef, turkey, and lamb sourced from the USA with gluten-free rice flour as the binding agent, manufactured entirely in its own factory at 15510 Dale St, Detroit, MI 48223. Its product portfolio spans soft meat rolls (7 oz, 12 oz, and 2 lb sizes), deli-style sausages, doggy burgers, woof stix, jerky, and value bundles and Pro Packs designed for professional trainers—roughly 30 distinct SKUs across formats and proteins.

The business operates a hybrid go-to-market combining direct-to-consumer e-commerce on happyhowies.com, third-party marketplaces (Chewy and Amazon), and a U.S. retail footprint of over 4,500 pet supply stores. Revenue is generated on a one-time purchase basis (no subscription), with unit pricing from $4.79 to $199.99, free shipping above $39.98, and Pro Pack and bundle volumes offering 5-21.5% savings. Customer acquisition relies on multi-platform social presence (Facebook, Instagram, TikTok, YouTube, X, Pinterest, LinkedIn), email and SMS programs (both offering 25% off to new subscribers), event-driven co-marketing, and content marketing via the company website.

Happy Howie's serves two primary segments: individual pet parents seeking natural, USA-made treats for daily rewards, training, food toppers, and pill administration, and professional dog trainers requiring high-value, portionable treats that do not crumble. The company also operates the Howie's Cares program, donating treats and cash to animal rescues and shelters (accumulating $76,000+ and 185+ adoptable dogs over 11+ years). The business is privately held, led by President David Collado, with 30+ employees and no disclosed institutional investment, funding rounds, or M&A activity.

Name

Happy Howie's

Legal name

Happy Howie's, Inc.

Website

https://happyhowies.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Happy Howie's is a Detroit-based manufacturer of all-natural, slow-cooked meat dog treats founded in 2006, selling direct to pet parents and professional dog trainers via e-commerce, Chewy, Amazon, and 4,500+ U.S. retail pet supply stores.

Ownership category

akta.pro rank

Product category

Natural Dog Treats

NAICS

Dog and Cat Food Manufacturing (311111), Animal Food Manufacturing (31111)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Pet Treats & Chews (AFADAFAF)

akta.pro secondary industry

Natural/Organic & Limited-Ingredient Diets (CRADAFAH)

Keywords

• Natural dog treats
• Pet food manufacturing
• Meat-based dog treats
• Dog training treats
• Pet treat wholesale

Headquarters

HQ city

Detroit

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, Infrastructure

Revenue model

1. Direct E-commerce Sales: The company generates revenue through direct-to-consumer sales via their website happyhowies.com. Customers purchase individual treats, bundles, and bulk Pro Packs with free shipping on orders over $39.98. This is a one-time purchase model with no subscription component.
2. Retail and Marketplace Distribution: Happy Howie's sells through retail pet supply stores (over 4,500 locations nationwide) and online marketplaces including Chewy.com and Amazon.com. Revenue flows through wholesale distribution to retailers and marketplace sales.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Happy Howie's manufactures all-natural, slow-cooked meat-based dog treats in its own Detroit, Michigan factory. The product line spans soft meat rolls, deli-style sausages, natural doggy burgers, Woof Stix, and beef jerky made with real USA-sourced beef, turkey, and lamb using gluten-free rice flour. Products are sold direct-to-consumer via the company website, through over 4,500 retail pet supply stores nationwide, and via online marketplaces Chewy and Amazon.

Product overview

Happy Howie's is a natural dog treat company offering a diversified product portfolio of meat-based treats across multiple textures and formats. The core product lines include: Soft Meat Rolls (available in 7oz, 12oz, and 2lb sizes in Beef, Turkey, and Lamb varieties) which serve as training treats, food toppers, and daily rewards; Crunchy Treats including Deli-Style Sausages (4-inch and 12-inch formats), Natural Doggy Burgers (2-inch and 4-inch sizes), Woof Stix (6-inch and 11-inch beef sticks), and Beef Jerky (6-inch). Products are sold as individual items, Baker's Dozen packages (13 count), bulk quantities, and value bundles including Pro Packs (professional trainer packages with 3-9 rolls) and specialty bundles. All treats are made in the USA with simple recipes using natural ingredients including real meat, rice flour, and natural preservatives. The company also has a commercial partnership with pizza chain Hungry Howie's for National Pet Day promotions.

Differentiator

Problem solved

Functional benefit

Products and services

• Soft Meat Roll Treats Slow-cooked soft meat rolls made with real USA-sourced meat and gluten-free rice flour, available in 7 oz., 12 oz., and 2 lb. sizes in Beef, Turkey, and Lamb. Designed to be sliced, diced, broken, or frozen without crumbling; usable as daily rewards, training treats, food toppers, and for pill hiding. Preferred by professional dog trainers for obedience, nosework, agility, and service-dog work.
• Deli-Style Sausage Treats Slow-cooked sausages stuffed in edible collagen casing, made with real USA-sourced meat and gluten-free rice flour. Available in 4-inch (Bakers Dozen and 80-count bulk) and 12-inch formats in Beef, Turkey, and Lamb. Suitable for dogs of any size.
• Natural Doggy Burger Treats Slow-cooked burger-pattie treats available in 2-inch (13-count and 126-count bulk) and 4-inch (60-count bulk) sizes in Beef and Lamb. Marketed as Happy Howie's longest-lasting crunchy treat; made with grass-fed USA beef or lamb and gluten-free rice flour. Designed for dogs that love to chew.
• Woof Stix Beef Sticks Happy Howie's signature beef stick shaped like a bully stick but made with ground beef and natural ingredients. Easy-to-break shape for portioning; available in 6-inch Bakers Dozen (13-count) and 80-count bulk.
• Beef Jerky Treats Premium all-natural slow-cooked 6-inch beef jerky treats, thinner than Woof Stix and Burgers but with the same natural formulation and gluten-free rice flour binder. Available in 80-count bulk.
• Pro Packs (Professional Trainer Bulk Bundles) Bulk multi-roll packages of 2 lb. soft meat rolls designed for professional dog trainers. Available in Beef, Lamb, Turkey, and mixed-Variety flavors in Small (3 rolls), Medium (6 rolls), and Large (9 rolls) sizes, with volume savings of 5-21.5% versus individual rolls.
• Bundles Multi-SKU value bundles combining Happy Howie's signature treats (sausages, burgers, Woof Stix, jerky, and meat rolls) at promotional pricing versus individual purchases. Includes All Time Favs, Big Bite, Baker's Dozen, and Hey Big Spender assortments.

Quantifiable outcome

• 4,500+ retail locations across the United States
• +2 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Hungry Howie'sminorGTM or Marketing Partner · 11 April 2026Limited-time National Pet Day partnership launching April 11 featuring a 'secret menu' at all Hungry Howie's locations nationwide. Three combo items pair pizza chain menu offerings with Happy Howie's natural dog treats: Pup & Roll Combo ($5), Bone Appétit Pack Party ($15), and Howie's Bark-Back Add-On ($5). Available through online ordering, the app, and in-store QR codes.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• Primal Pet Foods: Premium raw and freeze-dried pet food and treat maker with strong natural/limited-ingredient brand and pet specialty distribution. Partial overlap with Happy Howie's premium-conscious customer base, though primarily raw rather than slow-cooked.
• Stella & Chewy's: Raw and freeze-dried natural pet food and treat brand with overlapping premium-natural positioning. Although primarily raw/freeze-dried, its treat-like product forms and natural-ingredient pitch overlap with Happy Howie's premium positioning target customer.

Broad incumbents

• Blue Buffalo (General Mills): Mass-market premium natural pet food and treat brand under General Mills, with a wide treat portfolio that competes head-on with Happy Howie's on natural-ingredient positioning. Larger and better resourced, but a key competitive reference point for any natural-positioned treat brand in U.S. retail.
• Cesar Brand Dog Treats (Mars Petcare): Mass-market premium-positioned dog treat brand owned by Mars with broad retail penetration (mass, grocery, club). Represents the channel- and shelf-share floor that Happy Howie's must compete against in the same retail accounts where its 4,500-store distribution already sits.

Direct peers

• Cloud Star (Wellness Pet): Bakery-style and natural-ingredient dog treat brand now part of Wellness Pet, with overlapping target customers (training treats, soft chews, premium positioning) and similar mass-premium positioning. Direct overlap with Happy Howie's on quality-conscious pet parents and training-treat use cases.
• Bil-Jac Dog Treats: American, mid-sized natural dog treat maker headquartered in Ohio, with a meat-first portfolio (including soft training-style treats and sausages) sold through independent pet retailers and online channels. Closely comparable to Happy Howie's in size, channel mix, meat-centric positioning, and trainer-focused product framing.
• Real Meat (Real Dog): U.S.-based, meat-first natural dog treat brand offering single-ingredient and limited-ingredient meat sticks, burgers, and sausages. Same product form factors (slow-cooked, single-protein chews), same natural positioning, and similar retail/wholesale distribution strategy as Happy Howie's.
• Old Mother Hubbard (Wellness Pet): Long-standing natural-baked dog treat brand under Wellness Pet, with a treat-and-treat-only focus that directly competes with Happy Howie's in shape, format, and training/daily reward use cases. Comparable mass-premium positioning and pet specialty distribution.
• Castor & Pollux (Natural Ultramix / Organix): Premium natural pet food and treat brand under Post Holdings, with Organix and Natural Ultramix treat lines that compete directly in the same all-natural, limited-ingredient, training-treat category as Happy Howie's. Comparable premium-natural positioning and shared retail footprint in pet specialty.
• Bocce's Bakery: NYC-based natural dog treat brand offering limited-ingredient biscuits and soft-baked treats sold through independent pet retailers and DTC. Targets the same quality-conscious, ingredient-reading pet parent and competes in similar trainers-and-urban-pet-owner overlap as Happy Howie's.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/happyhowiesinc
• YouTubeyoutube.com/channel/UCpuOJDH8sLQMvrJ0r0KPmJw
• Facebookfacebook.com/HHPFI
• LinkedInlinkedin.com/company/happy-howies-inc
• Instagraminstagram.com/happyhowies
• TikToktiktok.com/@happyhowiesinc
• Pinterestpinterest.com/happyhowies

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Happy Howie's