Etta Says
Etta Says is a U.S. meat-based dog treat brand under Treat Planet, LLC, selling crunchy chews, jerky, freeze-dried treats, and training treats through pet specialty retailers, serving busy pet families with portable, all-natural treats.
- Company typePrivate
- Founded-
- HeadquartersEarth City, United States
- Headcount—
- GTM typeB2B
- OfferingHardware or Manufacturing
What Etta Says does
Etta Says is a U.S. meat-based dog treat brand produced by Treat Planet, LLC, a privately held pet treat company headquartered in Earth City, Missouri. The brand sells crunchy chews, jerky, freeze-dried treats, stuffed bully sticks, training treats, cookies, and specialty items made from 100% all-natural ingredients sourced from verified USA farms, with a portfolio that spans more than 14 SKUs across formats (e.g., Munch Meter Chews, 3 Foot Chews, MEGA Chews, Sit! training treats, Esophanormous stuffed bully sticks) and single-source proteins such as buffalo, venison, elk, rabbit, duck, and lamb. Its most differentiated technical asset is the Munch-Meter™, a trademarked hardness scale rating system that lets consumers select chews by hardness, protein, and length; the company states this is the only such scale in the industry. Packaging has won national awards against Fortune 500 Global Brands.
Etta Says operates a B2B2C distribution model: products are sold exclusively through pet specialty retailers with grab-and-go placement at checkout counters, supported by a "Where to Buy" retail locator on its website rather than a primary DTC e-commerce channel. The company's go-to-market is augmented by an organic social presence (Instagram, Facebook, YouTube, X, LinkedIn) and content marketing on product pages detailing ingredients, guaranteed analysis, and calorie counts (e.g., Sit! treats at 3 calories per treat). Customer segmentation is horizontal, targeting "pet families on the go" who want convenient, high-quality, portable treats. No direct pricing is disclosed publicly, and no customer logos, revenue figures, headcount, funding history, or management team details are available in the source data.
Treat Planet, LLC operates Etta Says alongside four sibling sub-brands — Hare Of the Dog, Snicky Snaks, Kitty Kitty, and Cosmo's Snack Shack — suggesting a multi-brand pet treat platform strategy. The business shows no disclosed external investors, M&A activity, or leadership changes; it appears to be founder/family-owned. There are no AI/ML capabilities, software products, APIs, or mobile applications associated with the company.
Etta Says firmographics
Firmographics- Name
- Etta Says
- Legal name
- Treat Planet, LLC
- Website
- https://ettasays.com
- Company type
- Private
- Operating status
- Operating
- Short description
- Etta Says is a U.S. meat-based dog treat brand under Treat Planet, LLC, selling crunchy chews, jerky, freeze-dried treats, and training treats through pet specialty retailers, serving busy pet families with portable, all-natural treats.
- Ownership category
- akta.pro rank
Etta Says industry classification
Industry- Product category
- Pet Treats
- NAICS
- Dog and Cat Food Manufacturing (311111)
- SIC
- Miscellaneous Food Preparations & Kindred Products (2090)
- akta.pro primary industry
- Treats & Chews (CRADAFAE)
- akta.pro secondary industry
- Jerky & Meat Snacks (CRADABAK)
Keywords
Where Etta Says is headquartered
LocationHeadquarters
- HQ city
- Earth City
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Etta Says business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales
Revenue model
- Pet Treat Sales: Revenue generated from selling meat-based dog treats and chews through pet specialty retailers. Products include crunchy chews, freeze-dried treats, stuffed bully sticks, training treats, and specialty items sold in various protein varieties.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
Etta Says product offering
Product offeringCore offering
Etta Says produces U.S. meat-based dog treats and chews sold wholesale through pet specialty retailers. The product portfolio spans crunchy chews in unique proteins (Buffalo, Venison, Elk, Rabbit, Duck), freeze-dried training treats (Eat Simple!, Sit!), stuffed bully sticks (Esophanormous), 100% human grade jerky, Grab n' Go checkout items, and specialty items including cookies and flavor fusions. The brand's proprietary Munch-Meter™ is the industry's only hardness scale rating system, guiding chew selection by hardness level, protein source, and length.
Product overview
Etta Says is a pet treat company offering a diversified portfolio of US meat-based dog treats and chews. The product line is organized into distinct categories: crunchy and soft chews (Etta Says Chew!, Munch Meter Chews with proprietary hardness ratings, 3 Foot Chews, Mega Chews), freeze-dried training treats (Eat Simple!, Sit!), stuffed bully sticks (Esophanormous), jerky products (100% Human Grade Jerky), grab-and-go items (Grab n' Go, Cookie Crunchers, Flavor Fusions), and specialty items (Mitey-Mini Chews, Specialty Items with Liver Sprinkles and Gift Tins). All products are made with 100% all natural ingredients from verified USA farms, with packaging that has won national awards against Fortune 500 Global Brands.
Differentiator
Problem solved
Functional benefit
Brands
- Hare Of the Dog: Pet treat brand under Treat Planet umbrella.
- Snicky Snaks
- Kitty Kitty
- Cosmo's Snack Shack
Products and services
- Etta Says Chew!
Companies that use Etta Says
Customer profileSegments1 record
Ideal customer profiles1 record
Etta Says technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Etta Says partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- ASPCAminorEtta Says supports the ASPCA through website links, indicating charitable alignment but no formal partnership structure.
Scale indicators1 record
Recent moves5 records
Expansion highlights4 records
Etta Says competitors and assessment
Company assessmentDirect peers
- Jones Natural Chews: Jones Natural Chews is a US manufacturer and brand of natural dog chews made in their own facility. It competes with Etta Says' crunchy chews, Munch Meter Chews, and bully stick lines in pet specialty retail.
- Open Farm: Open Farm is a premium natural pet food and treat brand built around ethically sourced, traceable US ingredients. Its treat portfolio (jerky, chews, freeze-dried) competes directly with Etta Says' single-source protein, USA-farmed positioning at the premium end of the specialty channel.
- Merrick Pet Care: Merrick is a US premium pet food and treat brand offering grain-free, natural, and high-protein meat-based products for dogs and cats, sold through pet specialty retailers. It directly overlaps with Etta Says' positioning around US-sourced, natural meat-based treats in the same specialty channel.
- Wellness Pet Food: Wellness markets natural pet food and treats positioned around premium ingredients and grain-free formulations in pet specialty and grocery channels. Its treat portfolio competes directly with Etta Says' natural, US-positioned meat-based chews and training treats.
- Best Bully Sticks: Best Bully Sticks is a US-based direct and specialty retailer of bully sticks and natural dog chews. It is a direct competitor to Etta Says' Esophanormous stuffed bully sticks and broader natural chew line in the same channel.
- Zuke's (Weruva): Zuke's is a US natural dog treat brand best known for small, low-calorie training treats (Mini Naturals, Z-Filets jerky). It competes with Etta Says' Sit! training treats and jerky lines in the same pet specialty and outdoor/active dog channels.
- PureVita: PureVita produces natural, limited-ingredient pet food and treats emphasizing single-source proteins. It competes with Etta Says' natural, single-source protein treat positioning in the pet specialty channel.
Broad incumbents
- Blue Buffalo (General Mills): Blue Buffalo is one of the largest US premium pet food and treat brands, with broad distribution across mass, club, grocery, and pet specialty. It competes with Etta Says in the natural/premium treat space and has materially greater marketing and distribution scale.
- Mars Petcare: Mars Petcare is the world's largest pet food company, with brands including Pedigree, Royal Canin, and now Blue Buffalo. Its portfolio breadth, retailer relationships, and marketing spend set the competitive baseline that Etta Says competes against in pet specialty.
- Orijen / Acana (Champion Petfoods / Mars): Orijen and Acana are premium, biologically appropriate pet food brands owned by Champion Petfoods (Mars). They compete in the same premium, high-meat-protein niche as Etta Says and have a much larger manufacturing and marketing footprint.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Etta Says social profiles
Digital presenceEtta Says financial estimates
Financial estimateRevenue estimate
Valuation estimate
Etta Says leadership team
Management profileNumber of profiles
Etta Says funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Etta Says 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 Etta Says
What does Etta Says do?
Etta Says produces U.S. meat-based dog treats and chews sold wholesale through pet specialty retailers. The product portfolio spans crunchy chews in unique proteins (Buffalo, Venison, Elk, Rabbit, Duck), freeze-dried training treats (Eat Simple!, Sit!), stuffed bully sticks (Esophanormous), 100% human grade jerky, Grab n' Go checkout items, and specialty items including cookies and flavor fusions. The brand's proprietary Munch-Meter™ is the industry's only hardness scale rating system, guiding chew selection by hardness level, protein source, and length.
Is Etta Says a public or private company?
Etta Says is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Etta Says founded?
Etta Says was founded in -1.
Where is Etta Says based?
Etta Says is headquartered in Earth City, United States, in the North America region.
How does Etta Says make money?
One revenue line is on record: pet Treat Sales.
Who are Etta Says's main competitors?
Direct peers on record are Jones Natural Chews, Open Farm, Merrick Pet Care, Wellness Pet Food, Best Bully Sticks, Zuke's (Weruva) and PureVita. Broad incumbents are Blue Buffalo (General Mills), Mars Petcare and Orijen / Acana (Champion Petfoods / Mars).
Does Etta Says have an API?
No public API is recorded for Etta Says.
What industry is Etta Says in?
Etta Says's product category is Pet Treats. Its primary akta.pro industry code is CRADAFAE, Treats & Chews, with a secondary code of CRADABAK, Jerky & Meat Snacks. Its NAICS code is 311111 and its SIC code is 2090.