BARK announced the launch of 'BARK in the Belly,' a new premium dog food and consumables line, set to debut on August 26, 2025, in celebration of National Dog Day. This new line introduces two high-protein dog food recipes, featuring real chicken and beef as the first ingredients, along with prebiotics, probiotics, and nutrients for hip, joint, and heart health. The launch signifies a major expansion into the consumables market.
A key differentiator of 'BARK in the Belly' is the company's pledge to donate 100% of profits from the kibble line to help fight canine hunger across the country through the BARK Gives program. This philanthropic commitment aims to provide food and support for dogs in need, enhancing BARK's brand image and aligning with its mission to make all dogs happy. The impact of these donations will be transparently shared via the 'BARK in the Belly Impact Tracker'.
Initially available exclusively on bark.co, the premium food will expand its distribution to Amazon and Chewy this fall, with brick-and-mortar distribution anticipated in Spring FY2027. Additional products, including toppers, treats, and dental items, are slated to roll out over the coming year. This strategic product launch is expected to be a major future growth driver, tapping into a larger total addressable market.
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