Woof Gang Bakery & Grooming adds freeze-dried raw line as it expands exclusive pet food portfolio past 200 SKUs

Woof Gang Bakery & Grooming, the American specialty retailer known for combining luxury pet grooming with proprietary nutrition products, has introduced a new Freeze-Dried Raw Line. This latest addition brings the company’s private-label treat and food portfolio beyond 200 exclusive SKUs, marking a major milestone in its clean-label product strategy. With freeze-dried recipes crafted in the United States from premium animal proteins and no artificial fillers or grains, the launch positions Woof Gang to further capitalize on shifting consumer interest toward minimally processed, nutritionally dense pet food formats.

Founded in 2007, Woof Gang Bakery & Grooming has evolved from a boutique biscuit operation into one of the most recognizable pet franchise brands in North America. With over 400 locations open or in development across the United States, the brand has become a significant player in the premium pet retail segment, earning numerous accolades from industry media and franchise rankings.

Why is Woof Gang Bakery & Grooming launching a freeze-dried raw line during a clean-label pet food surge?

The rollout of the freeze-dried raw collection is directly aligned with the evolving expectations of pet parents who prioritize natural, whole-ingredient nutrition without compromising on convenience. Raw feeding has gained traction due to its benefits in digestion, skin health, and protein bioavailability, yet its traditional format often poses challenges related to refrigeration, time-consuming preparation, and safety concerns. Woof Gang’s freeze-dried offering addresses these challenges by delivering the nutritional integrity of raw diets in a shelf-stable, easy-to-use format that can be served as meals, toppers, or training treats.

According to Ricardo Azevedo, Chief Executive Officer of Woof Gang Bakery & Grooming, the new line is the result of a feedback-driven development process. Franchise partners and store teams provided direct input from customer interactions, highlighting strong interest in nutrient-dense, filler-free, grain-free food options. The company’s in-house development team used these insights to create a product that meets both dietary needs and lifestyle demands. While Woof Gang has not publicly disclosed sales forecasts for the new line, institutional observers view this move as timely, particularly given the surge in consumer demand for raw-inspired and minimally processed pet nutrition across the premium retail sector.

Industry analysts suggest that Woof Gang’s deep customer relationships and strong brand equity within its brick-and-mortar footprint give it a competitive advantage when launching new proprietary lines. The freeze-dried raw format is especially appealing to health-conscious consumers who are looking for convenient feeding solutions without compromising on ingredients or safety.

What product formats and ingredients are included in Woof Gang Bakery & Grooming’s freeze-dried raw collection?

The new Freeze-Dried Raw Line includes a variety of product formats designed to support dogs across different life stages and health conditions. The offering includes complete entrees that can be served as standalone meals, functional toppers that enhance the nutritional profile of existing kibble or wet food diets, and single-ingredient treats that are ideal for dogs with food sensitivities or restricted diets. Each product in the line is made in the United States with clean, recognizable ingredients and avoids the use of grains, artificial preservatives, and synthetic fillers.

This launch complements a broader proprietary treat portfolio that already includes some of Woof Gang’s best-selling items such as its Chicken Chips—crafted from a single ingredient, gently dehydrated chicken breast for high protein and low fat content—and Turkey Tendons, which serve as rawhide-free chew alternatives that are gentle on sensitive stomachs. Other standout offerings include collagen-based chews that support joint function and dental health, and a variety of functional treats formulated with organic ingredients to promote stress relief, immune health, or digestive balance.

The freeze-dried expansion is viewed as a natural next step in the company’s ingredient-forward approach, offering a new feeding format that retains nutritional quality while enhancing the company’s private-label exclusivity.

How does product exclusivity strengthen Woof Gang Bakery & Grooming’s franchise growth and customer loyalty?

With this launch, Woof Gang Bakery & Grooming now offers more than 200 proprietary SKUs distributed across 12 product categories. These categories span All Natural Biscuits, Bark-B-Q Picks, Bulk Chews, Crunchy Chips, Crunchy Straws, Dental Chews, Freeze-Dried Raw, Functional Treats, Jerky Treats, Lifestyle Products, Natural Chews, and Turkey Tendons. This breadth enables the retailer to deliver a highly curated and brand-specific experience that drives customer retention and differentiates Woof Gang from other chains that rely on third-party suppliers.

Additionally, the retailer offers more than 100 unique all-natural chew options, including bully sticks, chicken wings, duck feet, pig ears, yak cheese, duck necks, and more. Unlike traditional retail setups, Woof Gang encourages dogs to explore in-store chew buckets with their noses—creating a sensory experience that both entertains pets and engages their owners. This interactive merchandising format is a core part of Woof Gang’s experiential retail philosophy and helps boost average transaction values at franchise locations.

By maintaining control over formulation, sourcing, and product positioning, Woof Gang’s private-label strategy enhances profitability, reduces dependency on third-party vendors, and enables timely responsiveness to customer preferences. Franchise owners benefit from exclusive inventory that cannot be undercut online or at big-box pet retailers, allowing for more margin flexibility and customer loyalty-building.

What is Woof Gang Bakery & Grooming’s competitive position in the national pet retail and grooming market?

Woof Gang Bakery & Grooming has achieved substantial brand recognition and industry credibility through its dual emphasis on proprietary retail and grooming excellence. The franchise has been recognized by Pet Business Media as a “Top 10 Retailer,” and by Pet Insight magazine as one of the fastest-growing pet chains in the country. In 2024, Woof Gang earned placement in Entrepreneur’s Franchise 500® for the second consecutive year and retained its position in the Franchise Times Top 400 for the third straight year.

These awards reflect both revenue growth and operational stability, making the American grooming and pet treat retailer a standout among franchised pet businesses. The chain continues to expand its U.S. footprint with new store openings in suburban and metro markets, often configured to host chew tasting bars, candle shopping for pet homes, and live grooming events—further amplifying its in-store differentiation.

Institutional sentiment remains positive on Woof Gang’s expansion roadmap. Observers highlight the franchise’s operational consistency, the appeal of its exclusive inventory, and the loyalty built through localized, pet-focused service models.

How does the freeze-dried pet food category fit into long-term pet nutrition trends and growth projections?

The freeze-dried raw pet food category is one of the fastest-growing segments in the North American pet food industry. Analysts estimate consistent high-single-digit compound annual growth in this niche through 2028, fueled by demand for biologically appropriate diets, ingredient transparency, and feeding convenience. Younger pet owners, in particular, are driving interest in alternative feeding formats that avoid traditional kibble while still meeting dogs’ protein and nutritional needs.

Woof Gang’s entry into freeze-dried offerings places it in a strong position to capitalize on this trend, especially given its existing retail infrastructure and customer base familiar with clean-label values. While the current line is focused on canine applications, market watchers speculate that the underlying sourcing and production framework could be extended to future feline offerings or even exported to international markets should the brand pursue overseas franchising.

In the near term, Woof Gang Bakery & Grooming is expected to intensify in-store education, sampling initiatives, and promotional campaigns to boost adoption of the new line. With a proven track record in grooming, retail, and exclusive product development, the brand appears poised to deepen its footprint in the health-forward pet wellness space.