The new Soft Meat Roll formula brings a number of improvements over the original product. It has a longer shelf life (14 months versus the original nine months) and comes in consumer-friendly 7 ounce and 12 ounce sizes. It still is made with limited, all-natural ingredients and has the popular flavors of beef, lamb and turkey. And it still has the same non-crumbling texture. It comes in a colorful, compact display/merchandiser that indicates how to portion the product and how many treats each roll yields.