BETTER nutrition and wellness CHOICES to help furry family members live healthier, happier and longer lives.

BETTER nutrition and wellness CHOICES to help furry family members live healthier, happier and longer lives.


Our brand portfolio currently consists of the Halo Pet Food brand and the TruDog brand, but we are actively exploring opportunities to build upon our strong portfolio of natural pet food brands. The Halo pet food brand has a full line of natural dog and cat food, treats and supplements. The TruDog brand offers natural raw freeze-dried dog food, toppers, treats and supplements.


HALO is committed to delivering exceptional cat food and dog food that you can trust and your pet will love. For over 30 years we have made very conscious decisions in how we make our pet food, who we source our ingredients from, and which animal welfare groups we partner with.


TruDog is a collection of lovingly crafted foods, treats, toppers, and supplements that support dog wellness. (We even have cleansing and grooming products). Our feeding philosophy mimics the holistic, raw food dog diet that Mother Nature intended…wholesome and honest.


Better Choice Company strives to lead the industry shift towards products that create longer, better lives for our furry companions.


Ecommerce represents 40% of net sales, we work with the most visible retailer partners in the world.


Our Direct to Consumer sales through continue to grow, representing 20% of net sales presently.


International represents 20% of net sales, including China, South Korea, Japan, Taiwan, Hong Kong, Australia, and Philippines.

Retail Locations

Retail is a growing 20% segment of our buisiness,, existing partners include Petsmart, Petco, and leading grocery chains.

Most Recent Press Releases

Investment Highlights

Nielsen forecasts that by end of 2020, overall pet category sales will reach $30 Billion, +7%, driven by premiumization and increased households with pets. The humanization of pets (dogs/cats) trend is driving growth of premium brands. Retail sales account for $25 Billion and online sales account for $5 Billion.

An Outgrowth of Need

Better Choice Company is a pet nutrition and wellness organization with the mission of providing natural pet nutrition made with the highest quality ingredients to help our furry family members live healthier, happier, and longer lives.

The founders of our TruDog and Halo Pet Food brands are devoted pet parents who created these brands in their quest for healthier pet food. Both founders had sick dogs that passed away. This experience inspired them to develop natural food brands to help our furry family members live healthier, happier and longer lives.

Why Better Choice?

At the foundation of Better Choice Company is the belief that good health practices and nutrition contribute to and promote a higher quality of life.

Better Choice Company is a pet health and wellness portfolio company, offering consumers a wide variety of recognized premium pet products. We position our brands to benefit from mainstream trends of growing pet humanization and consumer focus on health and wellness.

Data-Driven Marketing

Better Choice Company’s vertical integration and operational proficiencies support our streamlined and scalable distribution chain. Our data driven multi-channel marketing platform focuses on profitability and maximizing ROI for both new customer acquisition, and retention.