Orijen Turns Parks Into A Pet Loyalty Channel

Plus: Pup pizza puts pet dining on the menu

Author

Avinash Duggempudi
August 27, 2025 • Estimated Reading Time: 6 minutes

Here's what's happening this week in the world of pet DTC: - Orijen launches a utility app for park-ready pet hikes - Fresh dog pizza debuts via JustFoodForDogs x Pizzana - Vet-formulated premix targets large-breed puppy growth - Startup leash brings hands-free, hoist and car safety - DIY cardboard puzzles fuel sustainable cat enrichment

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📌WEEKLY MUST-KNOWS

JustFoodForDogs teamed with Pizzana to launch a 3.5-inch fresh Pup Pizza in Southern California and Texas restaurants at an $8 price point, timed to National Dog Day. Restaurant co-creation puts pet food into a social dining ritual, unlocking on-premise trial, UGC and local press while reinforcing whole-food credentials. Hospitality partnerships are becoming a viable channel test for premium pet brands seeking cultural relevance and new customer acquisition.

Orijen released a free Trails app mapping pet-friendly routes across 100-plus U.S. national parks, featuring recommendations, rest areas and activity tracking in partnership with the National Park Foundation. This is a brand-owned utility that extends Orijen’s nature-first positioning into daily use, creating persistent engagement moments beyond the bowl. Pet brands evaluating experiential and owned-media plays should note the shift toward utility-led loyalty and education in outdoor contexts.

Holistic Vet Blend launched Puppy Booster, a veterinarian-developed premix for large-breed puppies designed to support controlled growth with balanced calcium-phosphorus plus pre- and probiotics. Reviewed against AAFCO guidance and safety tested, it targets orthopedic risk reduction and GI health for homemade, human-grade feeders. Condition-specific, vet-backed formats continue to rise, creating retention levers for brands anchored in health outcomes.

IndexBox analysis of U.S. Amazon pet food signals Royal Canin and Blue Buffalo as “Star” brands with high ratings and review volumes, and highlights bimodal price clusters at $20–$35 and $40–$50. Purina ONE and Blue Buffalo lead by volume, while premium players trade margin for lower volume and niche brands stay small but high-priced. For eCommerce leaders, this underscores portfolio positioning, assortment gaps by price tier, and the value of review velocity as a competitive moat.

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⚡QUICK READS

Big Old Pup Launches 5-In-1 Hands-Free Leash: New DTC, Amazon and TikTok Shop distribution for a reflective, car-seatbelt-ready, mobility-hoist leash signals growth in safety and aging-dog solutions.(More)

Dior & Obi-Wan Underscore Long-Term Pet Ambassadorships: Their multi-stream model favors sustained brand partnerships over one-off posts, pushing marketers toward ambassador programs with narrative consistency.(More)

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