The collagen revolution: Why the future of functional chews is bioactive, not bleached
Rawhide has dominated pet retail for decades. A safer, smarter alternative is finally here.
For decades, the “dental chew” category was dominated by rawhide – a byproduct often criticized for its chemical processing and significant choking and blockage risks.
However, as pet humanisation drives a shift toward “clean-label” transparency, a new gold standard has emerged: Bio-Active Collagen.
The Evolution in Dog Chews: Where Safety Meets Satisfaction
Unlike rawhide, which is notoriously difficult for dogs to break down, CollaChews are highly digestible.
This eliminates the primary danger of intestinal obstruction while providing a mechanical chewing action that effectively reduces plaque and tartar.
It isn’t just a treat; it’s a safer, functional tool for oral hygiene.
The “Bioactive” Edge
The real opportunity lies in the systemic benefits. While rawhide is essentially “empty calories,” CollaChews serve as a delivery system for bioactive peptides. Through hydrolysis, collagen is broken down into smaller, more bioavailable peptides that can be more readily absorbed by the dog.
- Joint longevity: Collagen is the primary structural protein in connective tissue. Regular consumption supports cartilage repair and joint elasticity – beneficial for most types of dogs, but critical for both aging dogs and active breeds.
- Dermal health: It bolsters the skin barrier and promotes a glossy coat, addressing the top two concerns of modern pet parents: mobility and appearance.
The Retail Opportunity
For retailers looking to support the growing safety concern over rawhide, switching to CollaChews is a strategic move toward premiumisation. By offering a product that is safe and also solves dental, joint and skin issues simultaneously, stores can drive higher basket values and foster long-term customer trust.
In 2026, the question for pet owners is no longer “Will it keep them busy?” but “What will it do for their health?” CollaChews is the answer.
Connect with us at Interzoo 2026
Ready to evolve your chew category? We will be exhibiting at Interzoo in Nuremberg showcasing the full CollaChews range alongside our other leading brands in Pet Care.
Book a dedicated appointment with our team to discuss regional opportunities and view our latest innovations.
Chris Keightley
Head of Export – Pets Choice Europe
chris.keightley@petschoice.co.uk
Hall 9, booth 4.25a & b