Tail-Wagging Collections: Natural Treats for Celebrations Drive Lazy Dog Cookie Co. Growth

The dog treat category might be the most popular in the pet industry; however, it’s also the most competitive.

It’s not enough to tout offering “all-natural dog treats;” a brand needs to be more innovative to stand out in the crowd. Lazy Dog Cookie Co. is a brand that has found success with its natural dog treats designed for celebrations, such as holidays and “gotcha day? anniversaries.

Pet Age recently spoke with Keith Augustine, chief sales officer at Lazy Dog Cookie Co., to learn more about the brand.

What inspired your wife Amy to start Lazy Dog Cookie Co. in 2001?

Lazy Dog Cookie Co. was born from a very simple but powerful belief my wife Amy has always held: dogs are family, and family should never be left out of the moments that matter. Back in 2001, Amy was a microbiologist by training and a devoted dog mom at heart. She loved the way food brings people together — how sharing something made with care can turn an ordinary day into a meaningful memory.

But when she looked at the treats available for her own dogs, she kept running into the same problem: too many fillers, artificial ingredients and shortcuts that didn’t align with how much she loved and trusted her pets. She did what Amy does best. She went back to the kitchen, applied her science-first mindset, and started baking treats herself — treats made with ingredients she could stand behind and love she could feel good about sharing.

How would you describe the range of products that you offer?

After 25 years in business, our product range really tells the story of how Lazy Dog has grown alongside the families and dogs we serve. In 2004, Amy created The Original Pup-PIE because she believed birthdays and “gotcha days” should include every member of the family — especially the four-legged ones. That product set the foundation for who we are: bakery-style treats made for real celebrations, crafted with care, quality ingredients and a whole lot of love.

From there, our line expanded to meet dogs in more moments of everyday life. Our classic baked cookies remain at the heart of Lazy Dog — simple, all-natural recipes that are perfect for daily rewards, tail-wagging greetings, and those quiet moments of connection at home. We’ve also developed celebration packs and seasonal treats that bring a little extra joy and fun to holidays and special occasions, without ever losing sight of ingredient integrity. As we listened to our community, we also recognized that not all dogs have the same needs. That’s why our assortment includes options for different dietary sensitivities, with grain-free, dairy-free, egg-free and meat-free treats — so every dog can stay included in the celebration.

When you look across our full lineup — from Pup-PIE’s and Mutt Mallows to Pup-POP and everything in between — you’ll see one consistent thread. Every Lazy Dog product is designed to help people connect, celebrate and make memories with their dogs.

What can retailers and consumers expect from Lazy Dog Cookie Co. in 2026?

Our recent brand refresh, introduced as part of our 25th anniversary, wasn’t about changing who we are. It was about bringing more clarity and consistency to the story we’ve been telling since Amy first started baking in our kitchen back in 2001. At our core, we remain a family-owned, woman-founded business built on connection, celebration and community. What’s evolving is how clearly and confidently that shows up on shelf, online and in every interaction with our brand.

In 2026, retailers will see a more cohesive, elevated visual presence across our packaging — one that better reflects the joy, warmth, and quality inside every box and bag. Our refreshed designs are brighter, more modern, and more emotionally engaging, making it easier for shoppers to understand what Lazy Dog stands for at a glance: meaningful celebrations, clean ingredients, and dogs at the center of family life.

Consumers can also expect continued innovation rooted in purpose. We’ll keep expanding products that invite dogs into both milestone moments and everyday celebrations — from birthdays and “gotcha days” to beach days, backyard hangs, and quiet moments at home. Every new item will still be guided by the same promise Amy built the brand on: treats baked with care, science, and a whole lot of love.