Olie Natural Pet Products Ltd.

What Olie Natural Pet Products Ltd. does

Olie Natural Pet Products Ltd. is a Saskatchewan-based, privately held company founded in 2013 by Karen Smith that formulates and distributes certified organic whole-food supplements and probiotics for three customer segments: companion animals (dogs, cats), equines (horses), and humans. The product portfolio comprises eight core SKUs — Coconut Crumble, Coconut Oil, Lignan Works, Solid Ground, Flax Unleashed, and New Beginnings Pet for animals; New Beginnings Probiotic and New Beginnings Ginger for humans — built around whole-food matrices (cold-pressed flax oil, flax hulls, raw coconut, superfood blends) and a proprietary liquid fermented probiotic system containing up to 7 bacterial strains co-fermented with 18-19 organic herbs.

The company's core technology is anchored by a long-standing partnership with Danish probiotic bio-technology firm Biosa Denmark (Erik Nielsen / Eli Nielsen), which developed the New Beginnings fermentation process over 25+ years. This process produces a self-preserving, sugar-free, low-pH liquid probiotic that preserves live cultures through the gastrointestinal tract — distinguishing it from freeze-dried pill/powder competitors. All products carry USDA Organic, EU Organic, and Non-GMO certifications, and bear the company's Nature's Intelligence quality stamp. Olie Naturals holds seven registered trademarks covering its corporate name and product brands.

The business operates a dual-channel distribution model: a direct-to-consumer Shopify e-commerce storefront serving customers across Canada, and wholesale distribution to 100+ independent and chain pet supply retail locations across nine Canadian provinces and territories — including major chains Pet Planet, Bone & Biscuit, Tail Blazers, and Global Pet Foods, alongside veterinary clinics and independent boutiques. The company is bootstrapped and founder-controlled, with no disclosed external investment, no reported headcount, and no publicly disclosed revenue figures. Geographic operations are exclusively Canadian, despite the underlying Danish probiotic technology being distributed in 39-40 countries globally through its partner network.

Name

Olie Natural Pet Products Ltd.

Legal name

Olie Natural Pet Products Ltd.

Website

https://olienaturals.ca

Company type

Private

Founded year

2013

Operating status

Operating

Short description

Olie Natural Pet Products Ltd. is a Saskatchewan-based, founder-owned company (founded 2013) that formulates certified organic whole-food supplements and proprietary Danish-fermented probiotics for companion animals, equines, and humans, distributed across Canada via Shopify DTC and 100+ pet retail doors.

Ownership category

akta.pro rank

Product category

Pet Health Supplements

NAICS

Animal Food Manufacturing (3111)

akta.pro primary industry

Species-Specific Supplements (Dog/Cat/Other Companion Species) (HLAMALAN)

akta.pro secondary industry

Companion Animal Maintenance & Wellness Nutrition (HLAMAHAB)

Keywords

• Organic pet supplements
• Animal probiotics
• Whole food supplements
• Equine wellness
• Natural pet nutrition

Headquarters

HQ city

Melfort

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Direct E-commerce Sales: The company sells its full product line (human and pet supplements) directly to consumers through its Shopify-hosted online store at olie-naturals.myshopify.com, covering both one-time purchases and repeat orders.
2. Wholesale/Retail Distribution: Olie Naturals supplies its pet and equine product lines to independent and chain pet supply retail stores across Canada, with products stocked at over 100 retail locations in British Columbia, Alberta, Saskatchewan, Manitoba, Ontario, Quebec, Nova Scotia, Yukon, and Newfoundland.

Go-to-market motion1 record

Distribution channels6 records

Marketing channels4 records

Core offering

Olie Natural Pet Products Ltd. manufactures and sells certified organic, whole-food wellness supplements and multi-strain fermented probiotics for companion animals (dogs and cats), horses, and humans. Its product line includes omega-3 flax supplements, coconut-based prebiotics, flax hull lignan extracts, prebiotic superfood blends, and proprietary Danish-fermented liquid probiotics, all produced without solvents, preservatives, emulsifiers, stabilizers, or synthetic isolates.

Product overview

Olie Natural Pet Products Ltd. is a Saskatchewan-based company (since 2013) offering organic, whole food wellness supplements across two main product lines: Human Health and Pet Health (including companion animals and equines). The pet product portfolio includes six core supplements: Coconut Crumble® (organic raw coconut), Coconut Oil (cold pressed virgin coconut oil), Lignan Works® Pet (organic flax hulls), Solid Ground® Pet (prebiotic superfood blend), Flax Unleashed® Pet (omega-3/flax oil and fibre), and New Beginnings® Pet Probiotic (fermented organic probiotic). The human product line centers on New Beginnings® Probiotic (500mL and 1L), available in standard and Ginger-enhanced formulations, featuring fermented organic herbs and multiple bacterial strains developed in Denmark. All products are certified organic, non-GMO, and free from preservatives, solvents, additives, artificial flavours, and colouring. Products are distributed across Canada through retail partners and online via Shopify.

Differentiator

Problem solved

Functional benefit

Products and services

• Coconut Crumble Pet Organic raw whole coconut supplement providing prebiotic fibre and medium-chain fatty acids for dogs and cats.
• Coconut Oil Pet Organic cold-pressed virgin coconut oil supplement containing medium-chain fatty acids (Lauric and Capric acids) supporting digestive health, energy, joint mobility, brain health, immune support, and skin/coat health in cats and dogs.
• Lignan Works Pet Organic flax hulls supplement releasing biologically active lignans (SDG) to support hormonal balance, urinary tract health, and prebiotic fibre for digestive health in companion animals.
• Solid Ground Pet Prebiotic superfood blend containing organic flaxseed, raspberry, blueberry, maquiberry, pineapple, astragalus, spirulina, milk thistle, kale, and alfalfa to support eye health, anal gland function, antioxidant activity, and gastric health in pets.
• Flax Unleashed Pet Whole-food omega-3 supplement combining organic cold-pressed flax oil and organic flax fibre, providing concentrated omega-3 ALA, lignans, protein, fibre, vitamins, and minerals for immune, skin/coat, brain, and heart health in companion animals.
• New Beginnings Pet Probiotic Certified organic European fermented probiotic containing 3 bacterial strains (Bifidobacterium animalis, Lactobacillus casei, Lactobacillus acidophilus) co-fermented with 5 organic herbs (Anise, Dill, Fennel, Rosemary, Thyme), supporting digestion, metabolism, immune function, and overall well-being for cats and dogs.
• New Beginnings Probiotic Human Organic fermented herbal probiotic containing 7 strains of bacteria co-fermented with 18 organic herbs and organic cane molasses through a Danish proprietary gentle fermentation process that converts all sugar into lactic and acetic acids, producing a sugar-free, self-preserving, low-pH liquid probiotic for human gut health.
• New Beginnings Ginger Probiotic Human Enhanced ginger formula of the New Beginnings probiotic with 8 bacterial strains, 19 organic herbs, and increased organic ginger juice levels, creating a warming formula for human digestive and intestinal health support.

Quantifiable outcome

• Lignans contain one of the highest antioxidant levels (ORAC rating) of any fruit or vegetable listed in the USDA database, with a rating of 19,600 compared to dark berries and leafy greens at under 7,000.
• +3 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Erik Nielsen / Biosa DenmarkcoreTechnology or Integration · 1 January 2013Olie Naturals partnered with Erik Nielsen, a global leader in probiotic bio-technology based in Denmark, to bring the New Beginnings probiotic product line to the North American (Canadian) market. Erik Nielsen developed the proprietary fermentation technology for the multi-strain living probiotic over more than 25 years. His family-owned company, based in Denmark, develops, produces, and distributes probiotic products for people, animals, and the environment across 39+ countries. Erik Nielsen was also a founding member of the Organic Farming Council under Denmark's Ministry of Agriculture and helped create the world's first organic legislation.
• Eli Nielsen (Biosa Denmark)coreStrategic or Co-development PartnerEli Nielsen, son of Erik Nielsen, is now the CEO of Biosa Denmark and continues the partnership with Olie Naturals, maintaining the strategic alliance that brings New Beginnings probiotic products to the Canadian market.
• Dr. Teruo HigaminorStrategic or Co-development PartnerDr. Teruo Higa of Japan, the pioneer in developing effective microorganism technology, worked with Erik Nielsen and influenced the foundational technology behind New Beginnings probiotic. Nielsen met Higa while working with the Danish Ministry of Agriculture, and Higa's student came to Denmark in 1995 to collaborate on microbe research that informed the probiotic's development.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• PetHonesty: PetHonesty is a direct peer offering premium natural pet supplements (probiotics, joint, skin & coat, dental) for dogs and cats with a strong DTC and Amazon presence. Highly comparable to Olie on product category, target customer, and clean-label positioning.
• Zesty Paws: Zesty Paws is one of the largest US-based premium pet supplement brands selling probiotics, multivitamins, and functional chews for dogs and cats. Directly comparable on product mix, target market, and DTC-led go-to-market.

Broad incumbents

• NaturVet: NaturVet is an established US pet supplement manufacturer with a broad portfolio covering joint care, digestive, skin & coat, and calming categories. Comparable as a broad incumbent serving the same functional supplement needs via mass retail and specialty channels.
• Vet's Best: Vet's Best is a long-standing natural pet wellness brand offering supplements, dental, and grooming products with broad retail distribution. Comparable as a broad incumbent in the natural pet wellness category where Olie also competes.
• Nordic Naturals (Pet Line): Nordic Naturals extends its Omega-3 leadership from human supplements into pet Omega-3 products. Directly comparable on cold-pressed flax/fish oil supplementation, a category Olie serves via Flax Unleashed.

Regional players

• Only Natural Pet: Only Natural Pet is a US-based retailer and brand of natural pet products including supplements and holistic nutrition. Comparable as an ecosystem peer operating in the natural pet supplement channel and retail distribution that Olie also depends on.

Others

• Biosa Denmark: Biosa Denmark is the technology partner behind Olie's New Beginnings probiotic line, distributing the same fermentation platform across 39+ countries. Listed as an adjacent/partner rather than competitor, but it defines the product ceiling Olie can reach in probiotics.

Emerging players

• Pet Naturals of Vermont: Pet Naturals of Vermont produces natural supplements for cats and dogs with a focus on whole-food and palatable formats. Comparable as a smaller premium-positioned brand in the same functional supplement space.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/olienaturals
• Instagraminstagram.com/olienaturals

Compliance3 records

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 Olie Natural Pet Products Ltd.