Pooch & Mutt is expanding its fish treat offering with the launch of two new product lines: Health & Digestion Fish Chews and Fish Jerky.
The launches tap into soaring demand for fish-based dog treats, with Pooch & Mutt’s Fish product sales up over 1,000% since January 2023. Since launching, the brand has sold nearly 250,000 fish chews, upcycling unwanted fish skin from the human food industry that would otherwise go to waste.
The first new addition, Pooch & Mutt Health & Digestion Fish Chews, sits within the Wellbeing portfolio and has been developed to support digestive health, dental health and everyday wellbeing.
Pooch & Mutt Health & Digestion Fish Chews
- 95% hand-rolled Cod Skin
- Naturally rich in Collagen, Protein and Omega Fatty Acids
- Added Psyllium and Prebiotics for healthy digestion, gut bacteria and nutrient absorption.
- Grain and chicken-free
The long-lasting format helps extend chew time and provides a healthier alternative to rawhide, while the fish-based recipe broadens appeal for dogs with sensitivities.
Joining it is the NEW Fish Jerky, a premium high-protein training treat released across the Primal and Superfoods ranges, with one for puppies and the other for all ages.
Pooch & Mutt Health & Digestion Fish Jerky
- Made with 85% fish, including Sprat, Salmon and Trout
- Slow-dried over 24 hours to lock in nutrients, flavour and texture
- Grain-free, chicken-free, and puppy-friendly (from 12-weeks old)
Products within the Pooch & Mutt Primal range are packed with natural animal proteins and superfoods to fuel energy, support lean muscle maintenance, and build strong, healthy bodies.
Pooch & Mutt Superfoods Puppy Fish Jerky
- Made with 85% fish, including Sprat, Salmon, and Trout
- Added Psyllium Husk to help with digestion, plus Cranberry to support urinary tract health and antioxidant intake
- Grain-free, chicken-free, and made for puppies (from 8-weeks old)
- High-value training treat to help retain focus, reward good behaviour, and aid developing puppies
The Pooch & Mutt Superfood range contains carefully selected ingredients to help provide energy, and support overall wellbeing at every life stage, from puppy to seniors.
Dr Linda Simon, resident vet at Pooch & Mutt, comments:
“Fish can be an excellent option for many dogs, particularly those needing a leaner protein source or those who are more suited to alternative proteins than meat. It’s naturally rich in omega fatty acids, which we know can help support skin, coat and overall wellbeing, while the collagen content can also play a useful role in supporting healthy joints, connective tissue, and skin structure.
As always, treats should be introduced gradually and fed according to guidance, especially in dogs with sensitive stomachs.”
The launch follows Pooch & Mutt’s ‘For All Breeds & Needs’ refresh, created to strengthen shelf impact and make the range easier to navigate online and in-store. Updated packaging brings clearer front-of-pack benefit messaging and colour-coding by range and flavour.
The Pooch & Mutt Fish treats portfolio is available online by clicking here