When it comes to pet products, your mind probably jumps to cute chew toys or moving mice for cats. But today, we’re talking about something a bit more niche: a dog treat “bowl” designed to distract dogs. The startup is called Woof, and with just three main products, they grew 6,000% in two years and made $40 million last year.
Create Niche Products in a Saturated Market
Founder Daniel named the dog treat toy the “Pupsicle” – it’s like a popsicle for puppies. The idea for the product came when his dog, Milo, suffered from a dislocated kneecap and had to stay lying down for a month. To keep Milo entertained, Daniel searched for various products on the market, only to find that they were either too expensive or messy.
That’s when the Pupsicle was born: a long-lasting distraction for dogs, designed to keep them engaged and prevent boredom or destructive behavior. This allows pet owners to work or do other things while their dogs stay busy.
Lick, brush, chew – Woof’s three main products might seem simple, but in the competitive pet market, they’ve managed to stand out. It’s not just about looks; they’re winning in terms of functionality.
Let’s compare Woof’s most famous Pupsicle, to other popular dog enrichment toys:
- Most treat toys on the market use a one-piece design. Owners just stuff in some paste-like food and freeze it. It does keep dogs entertained, but refilling and cleaning can be a real headache because there are always messy, hard-to-clean corners. In comparison, the Pupsicle is made of two separate parts. Just drop in a solid treat, and it opens up easily for a quick, thorough clean.
- Many common toys usually place the treat opening on the side or leave a wide hole. While that works fine for dogs, it often leaves a mess for the owner to clean up. Woof clearly thought this through. The Pupsicle stands upright, with the opening right on top, so dogs can lick the treat without spilling it everywhere.
What's Their Smart Bundling Strategy?
Aside from having a great design, I’m really impressed by their clever bundling strategy. A treat toy typically sells for around $20, but the Pupsicle’s tire-like design means the refill has to be a solid mold. Woof has already prepared the perfect refill mold, which sells for $12-15.
If someone think it’s too much trouble to wait for a few hours in the freezer, this is where Woof takes it a step further. They also offer pre-made treat refills, which go for about $15. We can see on Amazon that refills have incredible 30K+ repeat purchases.
So, the price for the full product experience is actually $35, nearly doubling the average order value. Plus, based on sales, the refill has a great repeat purchase rate. Their website’s bundling options are more flexible than on Amazon, offering various combinations like dental, treats or or an all-in-one pack. This gives customers more tailored options.
Where to Source Products Like Pupsicles?
We’ve also helped clients create rubber toys. Based on our experience, for a rubber toy like Woof’s Pupsicle, the mold cost is around $5,000, and the factory’s minimum order quantity is about 5,000 units.
Of course, Woof has confirmed that their non-food products are indeed manufactured in China, while the food refills are made in Denver, US.
How does Product Line Expand?
Pupsicle was a success, and Woof followed up with more fun, themed toys and refills, like birthday party and Valentine’s Day designs.
But they didn’t stop at treat toys. Last year, Woof launched a dog toothbrush and a sticker holder. The toothbrush works with a refillable dental stick, which can hold two sticks at once. Dogs just need to chew, making it easier for owners to clean their dog’s teeth without the usual brushing hassle. The sticker holder holds jerky, preventing dogs from swallowing large pieces and risking injury.
Woof also expanded their refill flavors, offering options based on nutrition, allergies, and sensitivities. Of course, these flavors are all driven by consumer feedback and demand. For example, the 5-in-1 Vitamin they launched a year ago has now evolved into specific options like hip joint, calming, and allergy.
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