Love The Crunch: Frankly Pet Keeps Treats Fun, Yet Innovative

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Treats are one of the most active sectors of the pet industry. Innovative treats are keeping pet parents coming back to retailers for new items to spoil their companion animals. Alan Snyder, chief operating officer for Milwaukee, Wisconsin-based Frankly Pet, discusses how his brand is a leader when it comes to pet treats. 

What are the health benefits of collagen for companion animals? 

Pets can make their own collagen, which makes up 30 percent of the total proteins in their body. However, as they age, their body’s ability to naturally produce collagen slows down. Collagen is a healthy addition to any pet’s diet – regardless of age – as it helps build up bones, joints and muscles, in addition to supporting a healthy coat, skin and nails.  

According to the AHAA, it is estimated that one in five dogs is diagnosed with osteoarthritis (OA) in their lifetime, which is another reason why we should be supporting our pets by feeding them collagen. By strengthening bones, joints and muscles, we’re inadvertently helping to prevent injuries.  

Collagen also helps aid in digestion by breaking down proteins and soothing the lining of the gut. In fact, it actually “seals and heals” the protective lining of the GI tract by helping to form connective tissue and infusing the whole immune system with healthy amino acids. Not to mention, dogs love collagen. Frankly Pet’s collagen chews and treats are the perfect way for pet parents to treat their pets while giving them the extra health boost they need to look and feel their best. Our collagen chews also promote dental health by reducing plaque and tartar buildup on teeth.  

Can you describe some of the innovative processes and uses that Frankly Pet has developed? 

Most of our processes are proprietary, but we love to combine product innovation and fun. We’re proud to single ingredient products that are made without fillers or added chemicals and serve as the best alternative to rawhide. Beefy Puffs, one of our popular collagen treats, has a unique, light and crisp puffed appearance. They produce a loud crunch when dogs bite into them, which both dogs and pet parents love the sound of. Another one of our newer products that happens to be popular among our customers is our Beefy Chew Sticks. They’re crafted with a unique process that results in a softer, more flexible product that’s more like a granola bar because they easily break down into smaller pieces. These sticks are perfect for dogs of all ages and sizes but are especially beneficial for smaller dogs and older dogs, as well as less aggressive chewers. We also utilize air drying in our processes to further retain all the amazing benefits that collagen has to offer.  

We have some other things in the works that are very innovative and hope to be able to share more on those soon.   

How would you describe the specific type of cattle that are used to make Frankly Pet products? 

All our products are made and sourced with U.S. Midwestern cold weather cattle and are completely traceable to the farm or ranch. Cold weather cattle raised in North America can quickly develop a thick corium collagen layer, which helps naturally insulate them from the cold and makes them ideal for creating our highly digestible collagen dog chews.   

What does Frankly Pet do that makes it a sustainable company? 

Frankly Pet strives to be eco-friendly throughout its operations. It’s important to us that we implement sustainable practices that help us protect our planet. For starters, we’re working towards less waste overall by using all the raw materials that we can from the beef corium layer of the cattle. We do our best to use local ingredients and only source materials from the United States to further lower our carbon footprint. Additionally, all of the water used during our manufacturing process is cleaned and recycled. We’re very excited about what’s to come with the sustainability aspect of our business. As our company continues to evolve, we’re also looking into sustainable packaging options, developing new display boxes that are fully recyclable and using universal case pack sizes so that we can use the same space across multiple product lines.   

Where do you see the collagen marketplace going in the future?  

The great news for pets is that collagen is here to stay. We’re seeing the technology and ways in which the product can be consumed evolving on the human side and feel that the pet industry will follow suit. We’re working on expanding our flavors and different ways in which we can deliver collagen to dogs and cats to ensure they get the most out of this beneficial ingredient. More brands may come to the table, but quality and safety will always be the number one selling point, which is why our customers keep coming back for more. Our name says it all. Frankly Pet was created because frankly, our pets deserve the best.