BetterBone
BetterBone is a DTC and retail pet brand (subsidiary of Blue Standard Inc.) that sells plant-based dog chew toys made from its proprietary Vernovo wood-polymer composite, targeting eco-conscious and safety-focused dog owners across the US and Canada.
- Company typePrivate
- Founded2021
- HeadquartersDulles, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What BetterBone does
BetterBone is a sustainable pet product brand that manufactures plant-based dog chew toys, operating as a wholly-owned brand under parent company Blue Standard Inc. The company's products are built on Vernovo, a proprietary wood-polymer composite technology developed by Blue Standard Inc. that combines GMO-free cellulose from sustainably sourced tree fibers with plant extracts (corn starch and sugarcane). This bio-based formulation is engineered to splinter into small rice-sized granules during chewing, reducing injury risk relative to traditional bones, antlers, nylon, or rawhide, while also achieving industrial-compostable biodegradation verified by BOKU University. The product line spans three sizes (Mini under 20 lbs, Small 20–50 lbs, Large over 50 lbs), three durability levels (Light, Moderate, Hard) tailored to chewing intensity, and three vegetarian scent infusions (Veggie, Beef, Venison), priced at $12.99 and $18.99.
BetterBone generates revenue through one-time purchases and a Subscribe & Save recurring program (15% discount, 30-day cancellation notice). Distribution is omnichannel: a Shopify-powered DTC website (thebetterbone.com), Amazon marketplace, and physical retail at Target, with shipping to the continental US and Canada. The company supports the brand through certification-driven marketing — TÜV SÜD chemical safety testing under EU EN 71-3 Category III, Nova-Institut life-cycle assessment (67–79% lower CO2 than virgin ABS), Tree-Nation reforestation partnership (8,675 trees planted in 2025), and self-declared carbon-neutral status — targeting eco-conscious and safety-focused dog owners across persona and use-case segments (by pet size, by chewing style, by sustainability orientation, by health orientation). Manufacturing is operated from Croatia under Blue Standard Inc.'s zero-waste production process. The product portfolio is extending beyond chews into adjacent categories (Better Leash, Better Collar).
BetterBone firmographics
Firmographics- Name
- BetterBone
- Legal name
- The Better Bone
- Website
- https://thebetterbone.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- BetterBone is a DTC and retail pet brand (subsidiary of Blue Standard Inc.) that sells plant-based dog chew toys made from its proprietary Vernovo wood-polymer composite, targeting eco-conscious and safety-focused dog owners across the US and Canada.
- Ownership category
- akta.pro rank
BetterBone industry classification
Industry- Product category
- Pet chew toys
- NAICS
- Dog and Cat Food Manufacturing (311111)
- akta.pro primary industry
- Treats & Chews (CRADAFAE)
- akta.pro secondary industry
- Pet Treats & Chews (AFADAFAF)
Keywords
Where BetterBone is headquartered
LocationHeadquarters
- HQ city
- Dulles
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
BetterBone business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Product Sales: One-time purchase of BetterBone dog chew toys available in three sizes (Mini, Small, Large) and three durability levels (Light, Moderate, Hard) with three flavor options (Veggie, Beef, Venison). Products are priced at $12.99 for Small and $18.99 for Large variants.
- Subscribe & Save Program: Recurring subscription model offering 15% discount on regular orders. Subscription products automatically renew unless canceled with 30 days written notice required for cancellation.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Small Dog Chews - Light, Moderate, Hard Durability |
| Unit Pricing | Pay-as-you-go | Large Dog Chews - Light, Moderate, Hard Durability |
| Subscription | Monthly | Subscribe & Save Program |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
BetterBone product offering
Product offeringCore offering
BetterBone designs, manufactures, and sells all-natural, plant-based dog chew toys made from its proprietary Vernovo wood-polymer composite (plant-derived cellulose). The chews are sold in three sizes (Mini, Small, Large), three durabilities (Light, Moderate, Hard), and three flavor variants (Veggie, Beef, Venison), and are offered direct-to-consumer via the BetterBone website as well as through Amazon and Target.
Product overview
BetterBone is a single-product brand offering all-natural, plant-based dog chew toys made from proprietary Vernovo material—a wood-polymer composite combining GMO-free cellulose from tree fibers and plant extracts from renewable crops like corn. The core BetterBone product line spans three sizes (Mini for dogs under 20 lbs, Small for 20–50 lbs, and Large for over 50 lbs), three durability levels (Light, Moderate, and Hard), and three flavor options (Veggie, Beef, and Venison). All products feature splinter-resistant, dental-enrichment textured surfaces and are marketed as safer alternatives to nylon, rawhide, and bones. The company also mentions Better Leash and Better Collar as additional product lines.
Differentiator
Problem solved
Functional benefit
Products and services
- BetterBone plant-based dog chew (Vernovo wood-polymer composite) All-natural, plant-based long-lasting dog chew toy made from BetterBone's proprietary Vernovo wood-polymer composite (plant-derived cellulose); sold as a safer, non-rawhide alternative for dogs across size, chew intensity, and flavor preferences via betterbone.com, Amazon, and Target.
- BetterBone Subscribe & Save auto-replenishment program Recurring delivery subscription for BetterBone plant-based dog chews, allowing pet owners to schedule automatic shipments of their selected size, durability, and flavor on the betterbone.com direct-to-consumer site.
Quantifiable outcome
- 67-79% less CO2 emissions than virgin ABS plastics (nova-Institut LCA)
- +4 more outcomes
Companies that use BetterBone
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles1 record
BetterBone technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
BetterBone partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core.
- TÜV SÜD Product Service GmbH (Germany)coreComprehensive chemical testing conducted in February 2026 under DIN EN 71-3:2021-06 (heavy metal migration) and DIN EN 17681-1:2025-06 (PFAS). Applied most stringent EU regulatory limits including EN 71-3 Category III limits designed for materials subject to biting, scraping, sucking, or licking. Result: PASS across all tested categories. Verified against EU Regulation 2019/1021, REACH Annex XVII, and REACH SVHC requirements.
- Tree-NationcoreBetterBone and Blue Standard partner with Tree-Nation for verified global reforestation. In 2025, planted 8,675 trees across international reforestation projects, representing approximately 8.67 hectares of restored forest and capturing over 641 tonnes of CO2 - more than six times total material production emissions. Every tree is verified with species identification, GPS coordinates, and projected CO2 sequestration data. Forest is publicly viewable at tree-nation.com/profile/blue-standard-inc.
- Nova-Institut GmbH (Germany)coreIndependent Life Cycle Assessment conducted in compliance with ISO 14040/14044 standards. Confirmed that Vernovo formulations generate 67-79% less CO2 than virgin ABS and consume a fraction of fossil resources required by conventional plastics. Provided third-party verification of environmental claims.
- BOKU University (Vienna, Austria)coreIndependent biodegradability testing conducted under OECD 301B / EN ISO 14852 protocols. Demonstrated 67-68% biodegradation relative to cellulose after 24 weeks in controlled aerobic conditions, with degradation still actively progressing at test conclusion.
- Blue Standard Inc.coreParent company that developed Vernovo proprietary wood-polymer composite technology. BetterBone is a sustainable pet product brand powered by Vernovo. Blue Standard Inc. operates zero-waste manufacturing processes and maintains supply chains spanning United States, Germany, Austria, and Croatia.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
BetterBone competitors and assessment
Company assessmentEmerging players
- Wild Earth: Wild Earth makes sustainable, plant-based dog food and treats. It is an emerging peer in the eco-conscious pet category with overlapping values (plant-based, sustainability) but a different product category (food vs. chew toy).
- Open Farm: Open Farm produces sustainably sourced pet food and treats with strong third-party certifications. It shares BetterBone's premium, transparency-led positioning in the eco-conscious pet parent segment.
- Earth Animal: Earth Animal makes natural, holistic dog chews, treats, and wellness products. It is a comparable emerging brand in the natural pet products space with a similar sustainability and ingredient transparency story.
Direct peers
- Nylabone (Central Garden & Pet): Nylabone is the legacy leader in nylon and specialty dog chews, owned by Central Garden & Pet. It is the incumbent BetterBone directly challenges with its plant-based, splinter-resistant positioning across Light, Moderate, and Hard durability tiers.
- KONG Company: KONG is one of the most established dog chew and toy brands, offering durable rubber chews in multiple toughness levels. It competes directly with BetterBone in the dog chew category, particularly in the aggressive chewer segment where BetterBone's Hard durability is positioned.
- Benebone: Benebone makes flavored, durable dog chew toys marketed as longer-lasting alternatives to traditional bones. It directly competes with BetterBone in the premium dog chew segment, emphasizing proprietary material formulations and flavor infusions.
- West Paw Design: West Paw Design makes durable, non-toxic dog toys from recycled and natural materials in the US. It is a direct peer in the eco-friendly dog chew space and shares BetterBone's positioning around safer, sustainable materials.
- Petstages by Outward Hound: Petstages and Outward Hound produce a wide range of dog chew toys including dental and durable chews. They compete with BetterBone in the same retail aisles and across similar price points.
Broad incumbents
- BARK (BarkBox): BARK operates a subscription-based DTC pet product platform including BarkBox and BarkShop. It is a broad incumbent in DTC pet with a recurring-revenue model analogous to BetterBone's Subscribe & Save.
- Blue Buffalo (General Mills): Blue Buffalo is a major mass-market pet food and treat brand owned by General Mills. It is a broad incumbent in premium pet with greater distribution and brand awareness, competing for the same eco-conscious pet parent dollars.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights7 records
Customer concentration
BetterBone social profiles
Digital presenceBetterBone financial estimates
Financial estimateRevenue estimate
Valuation estimate
BetterBone leadership team
Management profileNumber of profiles
BetterBone funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
BetterBone 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 BetterBone
What does BetterBone do?
BetterBone designs, manufactures, and sells all-natural, plant-based dog chew toys made from its proprietary Vernovo wood-polymer composite (plant-derived cellulose). The chews are sold in three sizes (Mini, Small, Large), three durabilities (Light, Moderate, Hard), and three flavor variants (Veggie, Beef, Venison), and are offered direct-to-consumer via the BetterBone website as well as through Amazon and Target.
Is BetterBone a public or private company?
BetterBone is a private company. It is classified as corporate owned and is currently operating.
When was BetterBone founded?
BetterBone was founded in 2021. It employs 11 to 50 people.
Where is BetterBone based?
BetterBone is headquartered in Dulles, United States, in the North America region.
How does BetterBone make money?
Two revenue lines are on record. Product Sales are the primary driver. The others are subscribe & Save Program.
Who are BetterBone's main competitors?
Emerging players on record are Wild Earth, Open Farm and Earth Animal. Direct peers are Nylabone (Central Garden & Pet), KONG Company, Benebone, West Paw Design and Petstages by Outward Hound. Broad incumbents are BARK (BarkBox) and Blue Buffalo (General Mills).
Does BetterBone have an API?
No public API is recorded for BetterBone.
What industry is BetterBone in?
BetterBone's product category is Pet chew toys. Its primary akta.pro industry code is CRADAFAE, Treats & Chews, with a secondary code of AFADAFAF, Pet Treats & Chews. Its NAICS code is 311111.