kibbles 'n bits
Kibbles 'n Bits is a US mass-market dry dog food and treat brand, founded in 1996 and owned by For All Tails Pet Care (Post Consumer Brands), selling AAFCO-complete adult-dog nutrition in crunchy-kibble-plus-meaty-bit formats at Walmart, Target, Amazon, and major grocery chains.
- Company typePrivate
- Founded1996
- HeadquartersLakeville, United States
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
What kibbles 'n bits does
Kibbles 'n Bits is a US mass-market dry dog food and treat brand founded in 1996 and currently operated under For All Tails Pet Care, the pet food business unit of Post Consumer Brands. The brand's core product proposition is a signature dual-texture format combining crunchy kibble with tender, meaty bits, offered across four adult-dog flavor lines (Original Beef & Chicken, Bacon & Steak, Bistro Oven Roasted, and Triple Steak) and a small-breed "Mini Bits" sub-line with appropriately sized kibble. In 2026 the brand extended into the treat category with "Just The Bits" soft-and-chewy bacon and steak snacks, monetizing its signature-bit equity beyond the dry-food bowl. All products are formulated to meet AAFCO Dog Food Nutrient Profiles for Maintenance and are positioned around complete-and-balanced everyday nutrition for adult dogs.
The business operates a classic consumer-packaged-goods model: one-time-purchase dry dog food and treat sales through omnichannel mass retail distribution in the United States, with national presence at Walmart, Target, Amazon, and major grocery chains. Pricing is not publicly disclosed, but the SKU architecture spans entry-level 3.5 lb bags through value 45 lb bags, suggesting a value-tier mass-market positioning. Go-to-market is product-led, supported by a content-marketing layer — a brand blog with dog-care, training, and lifestyle content, plus organic social on Facebook, X, and Instagram — designed to drive brand affinity and repeat purchase rather than direct conversion. The website serves as a brand hub with product information, FAQs, a store locator, and customer-support contact channels.
The underlying company has no disclosed AI, software, or technology-platform surface; there are no APIs, integrations, app products, or digital service offerings. There are no funding rounds, M&A activity, leadership changes, or restructuring events in the public record — the brand sits within a stable corporate parent structure and operates as a mature, distribution-led CPG asset rather than a venture-backed or technology-driven business.
kibbles 'n bits firmographics
Firmographics- Name
- kibbles 'n bits
- Legal name
- For All Tails Pet Care
- Website
- https://kibblesnbits.com
- Company type
- Private
- Founded year
- 1996
- Operating status
- Operating
- Short description
- Kibbles 'n Bits is a US mass-market dry dog food and treat brand, founded in 1996 and owned by For All Tails Pet Care (Post Consumer Brands), selling AAFCO-complete adult-dog nutrition in crunchy-kibble-plus-meaty-bit formats at Walmart, Target, Amazon, and major grocery chains.
- Ownership category
- akta.pro rank
kibbles 'n bits industry classification
Industry- Product category
- Dry Dog Food
- NAICS
- Dog and Cat Food Manufacturing (311111)
- SIC
- Food And Kindred Products (2000)
- akta.pro primary industry
- Dry Pet Food (Kibble) (AFADAFAA)
- akta.pro secondary industries
- Dry Kibble (Dog & Cat) (CRADAFAA), Pet Treats & Chews (AFADAFAF)
Keywords
Where kibbles 'n bits is headquartered
LocationHeadquarters
- HQ city
- Lakeville
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
kibbles 'n bits business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel
Revenue model
- Dry Dog Food Sales: Kibbles 'n Bits generates revenue through the sale of dry dog food products in various bag sizes (3.5 lb, 13 lb, 16 lb, 31 lb, 45 lb). Products include Original, Bacon & Steak, Bistro, and Triple Steak Flavor varieties, as well as Small Breed Mini Bits lines. The company also sells treat products (Just the Bits Bacon and Steak Flavor).
Go-to-market motion2 records
Distribution channels5 records
Marketing channels4 records
kibbles 'n bits product offering
Product offeringCore offering
Kibbles 'n Bits manufactures and sells dry dog food in multiple flavor varieties (Original, Bacon & Steak, Bistro Oven Roasted, Triple Steak) and bag sizes (3.5 lb to 45 lb), plus a Mini Bits sub-line sized for small breeds and Just The Bits soft-and-chewy dog treats. The portfolio is built around the brand's signature combination of crunchy kibble and tender, meaty bits, formulated to deliver complete and balanced AAFCO-compliant nutrition for adult dogs at an accessible price point.
Product overview
Kibbles 'n Bits is a pet food brand offering a portfolio of dry dog food products and treats. The core product line consists of dry kibble combined with tender meaty bits available in multiple flavor varieties (Original Beef & Chicken, Bacon & Steak, Bistro Oven Roasted, and Triple Steak). A dedicated Mini Bits sub-brand serves small breed dogs with appropriately sized kibble. The treat line (Just The Bits) extends the signature bit experience into soft, chewy snack form. All products provide complete and balanced nutrition for adult dogs, formulated to meet AAFCO Dog Food Nutrient Profiles for Maintenance.
Differentiator
Problem solved
Functional benefit
Products and services
- Kibbles 'n Bits Triple Steak Flavor Dry Dog Food High-protein adult dry dog food featuring three steak flavors (Ribeye, Filet Mignon, and Sirloin) with 20% more protein than the original recipe, designed to support strong muscles with crunchy kibble and tender bits.
- Kibbles 'n Bits Original Savory Beef & Chicken Flavors Dry Dog Food The original signature dry dog food formula combining crunchy kibble and tender meaty bits with beef and chicken flavors, providing complete and balanced nutrition for adult dogs.
- Kibbles 'n Bits Savory Bacon & Steak Flavor Dry Dog Food Adult dry dog food featuring a combination of crunchy kibble and meaty bits made with real beef and bacon flavor for a savory taste dogs love.
- Kibbles 'n Bits Bistro Oven Roasted Beef, Spring Vegetable & Apple Flavors Dry Dog Food Culinary-inspired adult dry dog food combining oven-roasted beef flavors with spring vegetables and apple for a bistro-style taste experience in a crunchy kibble and tender bit format.
- Kibbles 'n Bits Mini Bits Small Breed Savory Bacon & Steak Flavor Dry Dog Food Small breed-specific dry dog food with smaller kibble pieces designed for little mouths, featuring bacon and steak flavors in a crunchy kibble and tender bit combination.
- Kibbles 'n Bits Mini Bits Small Breed Bistro Oven Roasted Beef, Spring Vegetable & Apple Flavors Dry Dog Food Small breed dry dog food with smaller kibble sized for little mouths, featuring oven-roasted beef, spring vegetable, and apple flavors from the culinary-inspired bistro line.
- Kibbles 'n Bits Mini Bits Small Breed Savory Beef & Chicken Flavors Dry Dog Food Small breed dry dog food with mini-sized kibble for easy chewing, combining savory beef and chicken flavors in a crunchy kibble and tender bit format.
- Kibbles 'n Bits Just The Bits Bacon Flavor Dog Treat Soft and chewy dog treats featuring the signature meaty bits from Kibbles 'n Bits dry dog food in a convenient bacon-flavored snack form for rewarding dogs.
- Kibbles 'n Bits Just The Bits Steak Flavor Dog Treat Soft and chewy dog treats featuring the signature meaty bits from Kibbles 'n Bits dry dog food in a steak-flavored snack form for rewarding dogs.
Quantifiable outcome
- Products meet FDA, USDA, and AAFCO standards for pet food safety and nutrition
- +2 more outcomes
Companies that use kibbles 'n bits
Customer profileSegments3 records
Ideal customer profiles3 records
kibbles 'n bits technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
kibbles 'n bits partnerships and signals
Strategic signalScale indicators2 records
Recent moves5 records
Expansion highlights3 records
kibbles 'n bits competitors and assessment
Company assessmentDirect peers
- Pedigree: Mars Petcare's flagship mass-market dry dog food brand with similar value-tier positioning, broad grocery distribution, and multi-flavor portfolio aimed at everyday adult dog feeding.
- Purina Dog Chow: Nestlé Purina's mass-market dry kibble brand competing head-to-head with Kibbles 'n Bits in the same grocery, mass, and club channels at accessible price points.
- Beneful: Nestlé Purina's dry dog food brand emphasizing mix of kibble and tender pieces, directly mirroring Kibbles 'n Bits' dual-texture value proposition in the mass-market tier.
- Alpo: Nestlé Purina's mainstream dry and wet dog food brand targeting similar value-oriented pet parents through grocery and mass retail channels.
- Ol' Roy: Walmart's private-label dry dog food brand, the most direct value-tier competitor to Kibbles 'n Bits on Walmart shelves where both brands compete for the same price-sensitive shopper.
- Iams: Mars Petcare's dry dog food brand occupying the value-to-mid tier with national distribution and a similar everyday-nutrition positioning for adult dogs.
Broad incumbents
- Blue Buffalo: General Mills-owned premium natural pet food brand competing in the same dry dog food category but at a higher price tier with natural/ingredient-led positioning.
- Hill's Science Diet: Colgate-Palmolive's mainstream dry dog food brand with broad distribution and a science/nutrition-led positioning that competes for the same adult-dog feeding occasions.
- Diamond Pet Foods: Large-scale US pet food manufacturer whose value-tier and mid-tier dry dog food brands (e.g., Diamond, Kirkland signature co-manufactured lines) compete on price and grocery distribution with Kibbles 'n Bits.
Emerging players
- Rachael Ray Nutrish: Mass-premium dry dog food brand with strong national retail presence, offering a step-up alternative to value-tier brands like Kibbles 'n Bits with a culinary/lifestyle angle.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
kibbles 'n bits social profiles
Digital presencekibbles 'n bits compliance and trust
Trust signalCompliance4 records
kibbles 'n bits financial estimates
Financial estimateRevenue estimate
Valuation estimate
kibbles 'n bits leadership team
Management profileNumber of profiles
kibbles 'n bits funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
kibbles 'n bits 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 kibbles 'n bits
What does kibbles 'n bits do?
Kibbles 'n Bits manufactures and sells dry dog food in multiple flavor varieties (Original, Bacon & Steak, Bistro Oven Roasted, Triple Steak) and bag sizes (3.5 lb to 45 lb), plus a Mini Bits sub-line sized for small breeds and Just The Bits soft-and-chewy dog treats. The portfolio is built around the brand's signature combination of crunchy kibble and tender, meaty bits, formulated to deliver complete and balanced AAFCO-compliant nutrition for adult dogs at an accessible price point.
Is kibbles 'n bits a public or private company?
kibbles 'n bits is a private company. It is classified as corporate owned and is currently operating.
When was kibbles 'n bits founded?
kibbles 'n bits was founded in 1996.
Where is kibbles 'n bits based?
kibbles 'n bits is headquartered in Lakeville, United States, in the North America region.
How does kibbles 'n bits make money?
One revenue line is on record: dry Dog Food Sales.
Who are kibbles 'n bits's main competitors?
Direct peers on record are Pedigree, Purina Dog Chow, Beneful, Alpo, Ol' Roy and Iams. Broad incumbents are Blue Buffalo, Hill's Science Diet and Diamond Pet Foods. Rachael Ray Nutrish is listed as an emerging player.
Does kibbles 'n bits have an API?
No public API is recorded for kibbles 'n bits.
What industry is kibbles 'n bits in?
kibbles 'n bits's product category is Dry Dog Food. Its primary akta.pro industry code is AFADAFAA, Dry Pet Food (Kibble), with a secondary code of CRADAFAA, Dry Kibble (Dog & Cat). Its NAICS code is 311111 and its SIC code is 2000.