The Farmer's Dog Pushes Into Treats, Its Third Move in a Month

Three portfolio moves in less than a month is an unusual cadence for a pet food company that built a decade of growth on one product, a personalized, refrigerated meal subscription. On September 1st, that company added crunchy biscuits to its lineup, its third announcement since early August, following an acquisition and a shelf-stable food launch. The pattern matters more than any single new bag on a shelf. A subscription business that used to sell one thing is fast becoming one that sells several.

The Farmer's Dog adds three biscuit flavors to its lineup

The Farmer's Dog introduced Crunchy Biscuits in three flavors: Beef & Sweet Potato, Goat Milk & Blueberries, and Peanut Butter & Pumpkin. Each biscuit runs about 9 calories, comes with a snap line for portioning, and is positioned as human-grade with no added sugars, fillers, or artificial preservatives, according to the company's announcement.

The biscuits are available now at thefarmersdog.com and on Walmart.com, though the release notes the product isn't currently sold in Hawaii or Alaska. On Walmart, a single bag lists for $11.46 and a two-pack for $26.96, sold as a straightforward one-time purchase. Buying direct from thefarmersdog.com works differently. The site has no add-to-cart path for biscuits at all, routing every visitor through the company's signup quiz, the same lead-generation flow built for the meal-plan business, before a purchase of any kind can happen.

"We started The Farmer's Dog because we knew dogs needed an alternative to ultra-processed pellets, and we're bringing that same thinking to treats," said Jonathan Regev, chief executive and co-founder of the company, in the release. The framing echoes the company's original meal-plan pitch almost word for word, applied to a category it has never sold in before.

Farmer's Dog's third portfolio move in under a month

The biscuits land three weeks after Instant Fresh, a shelf-stable rehydratable food, and four weeks after the company's first-ever acquisition, its purchase of the enrichment brand Woof. Three product moves inside a single month, after eleven years of selling essentially one thing, is a materially different operating rhythm than the one that built the company's reported $1.2 billion in annualized revenue.

The logic connecting all three is basket expansion, not menu variety. A meal subscription has one point of failure: a subscriber who cancels the food plan cancels the entire relationship. Treats, toys, and a shelf-stable backup format each give the company something new to bundle into that same subscription without asking the customer to change how they buy. It's the same reasoning behind the Woof deal, which is widen the platform before a competitor, or public-market scrutiny, forces the question of what the company actually is beyond a meal plan.

Treats specifically change the purchase rhythm in a way toys and backup food don't. A bag of biscuits gets emptied and repurchased on a shorter cycle than a meal plan a customer sets once and mostly ignores, which makes it a higher-frequency touchpoint for a subscription business trying to stay top of mind between meal-plan renewals. That's a different kind of retention lever than the one Woof or Instant Fresh offer.

Distribution is the other overlap worth flagging. Biscuits are shelf-stable by nature, and they're going out through Walmart.com on day one rather than starting as a subscription-only add-on, the same retail logic behind Instant Fresh. A treat is a far easier product to put on a physical shelf than a personalized fresh meal plan, which makes biscuits a more natural test case for in-store placement than anything in the company's refrigerated lineup. It also means Walmart is currently the easier place to buy the product on impulse. A shopper there can check out in one step, while a shopper on the company's own site still has to complete a quiz built for a very different kind of sale.

The moves also arrive as competitors chase the same fresh-food customer with fresh capital. Golden Child raised $37 million this year to go after a similar audience, and Capstone Partners has tracked pet-sector M&A running at more than double its 2025 pace. A company defending share in a category that's consolidating and drawing new entrants at once has an obvious reason to keep expanding the number of reasons a subscriber sticks around.

Whether biscuits reach physical Walmart shelves next

The clearest signal to track is whether Crunchy Biscuits stays a Walmart.com listing or migrates to physical Walmart shelves. Unlike a refrigerated meal plan, a shelf-stable treat doesn't need cold-chain infrastructure to sit in a store aisle, which makes it the most plausible candidate yet for the in-store retail push that's remained unresolved since the company's original Walmart.com launch.

Also worth tracking is whether the company ever gives biscuits their own checkout path on thefarmersdog.com, separate from the meal-plan quiz, and whether the biscuits show up as an add-on inside the subscription flow alongside Woof's toys and chews. And with Tractor Supply's pet category already showing strain and Petco reporting fiscal second-quarter results on September 2nd, followed by Chewy on September 9th, the next two weeks will show whether treat and snack spending is holding up as well as a company betting three launches on it needs it to.

Source: The Farmer's Dog via PR Newswire