Novelty and nutrition: Pet’s Up redefines dog treat innovation

In an increasingly competitive industry, Pet’s Up unravels untapped opportunities where others see waste. Sustainability and nutrition sit at the heart of its product philosophy.

The European company develops premium natural dog products by reimagining how underused byproducts can be transformed into functional, long- lasting chews.

Founded in 2001 as Lennox UK, Pet’s Up began as a specialist in natural hide chews sourced from South America.

Over the past decade, the business has evolved beyond its roots, broadening its portfolio with innovative formats and nutrition-focused solutions designed to meet changing consumer expectations.

A fresh, sustainable portfolio

Chewllagen, a dog treat made from collagen extracted from South American grass-fed cattle hide, marked Pet’s Up’s first major product milestone. Produced using hydrolyzed collagen proteins, the treat is formulated to support joint and digestive health, as well as cartilage regeneration.

The product was later introduced in a more premium format with the launch of the Chewllagen Bar. Combining beef collagen with added functional nutrients, the bar is designed to deliver extended chew time, alongside vitamins, minerals, antioxidants and glycemic support.

As part of its efforts to broaden its range using natural materials, Pet’s Up began working with coffee wood in 2020, turning the often-discarded byproduct into a dog chew.

The resulting product, goodWood, is made from coffee wood sourced from Colombia. Free from calories and caffeine, the long-lasting chew is intended for pet owners seeking durable, natural chewing options for their dogs.

Since goodWood was launched during the COVID-19 pandemic, the product also supported job creation during a period of widespread economic uncertainty. Alongside its branded portfolio, Pet’s Up also supports private-label customers, helping them expand their catalogs with competitively priced products developed using the company’s manufacturing expertise.

Beyond borders

Headquartered in Essex, UK, and Oldenzaal in the Netherlands, Pet’s Up has expanded its international footprint over the past decade. The company is now present in more than 20 European countries and continues to grow its operations in South America, particularly in Colombia and Chile.

Pet’s Up is also active in international trade. In 2023, it was named Exporter of the Year at the Pet Industry Federation (PIF) Awards when it distributed over 35 pallets of product per month, marking a record level of exports.