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Boss Dog Reports Record Year for Pet Specialty Channel Expansion


Press release: Boss Dog Brand

Boss Dog Brand, an emerging specialty pet brand focused on pet nutrition with digestive health benefits, has recently expanded at record speed across pet specialty channels throughout the United States and Canada. The company, started in the fall of 2018 by Basel “Vasili” Nassar, has seen record growth in all its products, despite the coronavirus pandemic.

Boss Dog products are now carried in over 30,000 distribution points across North America. Nassar credits the company’s fast growth to efficiency in getting the products to consumers, and by offering desirable incentives to key specialty retailers. Solid partnerships with distributors across the country are a critical element of the success as well.

Ultimately, the “innovation of products that solves the problems of health-conscious pet parents is the key success factor,” Nassar said. “Consumers are demanding higher quality, raw and specialty digestive nutrition for their pets. Gone are the days of just buying any dog food at your local grocery store.”

Boss Dog Brand manufactures pet foods, with nutritional benefits, across multiple segments: Raw Goat Milk, Greek Frozen Yogurt, Freeze Dried Raw Diet and Boss Pro Puffs, all fortified with prebiotics and probiotics for gut health. All four innovative lines were created and introduced to the pet specialty channel within the past 15 months.

The Boss Dog Team has also expanded in recent weeks, with the addition of sales pet industry leader Michael Hom as West Coast Regional Manager. There is also an emphasis during this COVID-19 pandemic on the charitable arm of the company, Boss Dog Cares. The company is making its mission to help care for dogs in need, by supporting animal nonprofits monetarily and through product donations. Boss Dog is currently working with two animal welfare groups in Houston to get our Greek Frozen Yogurt to homeless dogs and pet owners in need.

Nassar started the “digestive focused” pet products to solve a problem with his own dog Kelby. The Rhodesian Ridgeback refused to eat and the Washington-based dog owner became desperate for a solution. Having a background in people yogurt, Nassar created his own dog-focused recipe.

“Delivering a complete and balanced raw diet with the added benefit of probiotics is what I needed for Kelby,” Nassar said. “That’s why I’m passionate about making Boss Dog the go-to brand for digestive health support. Kelby’s nutritional issues taught me to treat your pet, like a boss.”

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