Good Company

PetLabCo Puts Four Dog Supplements in All 1,500 Plus US PetSmart Stores

The online first wellness brand brings its probiotic chews, dental powder, joint chew and allergy chew to every US PetSmart, testing whether Amazon era scale converts into shelf sell through.

By Good Company Editorial Desk

PetLabCo logo

The News

PetLabCo has placed four of its dog supplement products in more than 1,500 PetSmart stores across the United States, in a full chain rollout that takes the online first wellness brand national on physical shelves. PetfoodIndustry reported the rollout on November 4, following the company's own announcement on October 27 and Pet Food Processing coverage on October 30.

The four products are Tailored Probiotic Chews, a daily soft chew for gut health and normal stools; ProBright dental powder, which combines probiotics, brown algae and sodium hexametaphosphate to support oral hygiene, gum health and fresh breath; Joint Care Chew Advanced, a salmon flavored chew formulated to support joint comfort, flexibility and mobility at all life stages; and Tailored Allergy & Immune Probiotic Chews, which combine probiotics with prebiotics, postbiotics, colostrum and omega fatty acids to support normal immune function and skin and coat health. The company says each product is reviewed by veterinarians.

"As a service-led company founded by pet parents for pet parents, we are always listening to our customers and looking for additional ways to help them support their pets' well-being," said Chris Masanto, co-founder and CEO of PetLabCo. "With our expansion into all U.S. PetSmart stores, we're thrilled to be able to serve even more pet parents across America. It's all part of the exceptional customer experience that has given PetLabCo over 100,000 five-star ratings and reviews globally."

The company says the wider availability reflects growing consumer demand for functional pet wellness products, and it follows BC Partners' acquisition of a majority stake in PetLabCo in early 2025. No sales targets or pricing details were announced with the rollout.

Why It Matters

The first reason this matters is the shape of the move. PetLabCo did not announce a regional test or a limited door count. It went straight to all US PetSmart stores with four products, led by the probiotic chew it calls its flagship. That is the direct to consumer playbook at national retail scale: build proof online first, then claim shelf space in one step.

The proof it brought is considerable, and company reported: 5 million US customers, more than 11 million tubs of its standard Probiotic Chew sold in the US to date, more than 100,000 five star ratings and reviews globally, and the number one selling probiotic soft chew in Amazon's dog probiotics supplements category year to date 2026, as of May 20, 2026. A decade ago a supplement brand walked into a buyer meeting with a pitch deck. PetLabCo walked in with a public sales record the buyer could check.

The second reason is that PetLabCo is not alone on that shelf this month. Oxyfresh, based in Coeur d'Alene, Idaho, announced the nationwide launch of its Cat Dental Water Additive in all US PetSmart stores in the same window, with Pet Food Processing reporting it on October 29. "Seeing Oxyfresh on the shelf in every PetSmart store nationwide is a huge moment for us," said Melissa Gulbranson, president of Oxyfresh. Two wellness brands, one national retailer, one week: PetSmart is becoming the place where online and specialist wellness brands prove they can move product in a physical aisle, not just in a feed.

The third reason is category fit. Supplements are unusually well suited to this jump: small on the shelf, no cold chain, a predictable repeat cycle, and benefits that fit in a few words on packaging. That lowers the retailer's risk and gives the brand a repeat purchase engine.

The Numbers

  • Retail footprint: more than 1,500 PetSmart stores across the US now carry the four products
  • Assortment: 4 products at launch (Tailored Probiotic Chews, ProBright dental powder, Joint Care Chew Advanced, and Tailored Allergy & Immune Probiotic Chews)
  • Customer base: 5 million US customers, as reported by PetLabCo
  • Flagship volume: more than 11 million tubs of the standard Probiotic Chew sold in the US to date, according to the company
  • Social proof: more than 100,000 five star ratings and reviews globally, according to the company
  • Online rank: the Probiotic Chew was the number one selling probiotic soft chew in the dog probiotics supplements category on Amazon year to date 2026, as of May 20, 2026, per the company's release
  • Clinical note: the company cites a 31 day clinical study showing daily use of the Probiotic Chew enhances beneficial gut bacteria
  • Ownership: BC Partners acquired a majority stake in PetLabCo in early 2025; financial terms were not disclosed in the reporting
  • Same shelf, same week: Oxyfresh placed its Cat Dental Water Additive in all US PetSmart stores, reported October 29, and the product is also sold on the retailer's website

What It Means For You

If you run a wellness or supplement brand, treat this as the new bar for a retail pitch. PetLabCo's strongest asset in the buyer conversation was not its packaging, it was a verifiable online record: unit volume, customer count and review depth. Before you ask a national chain for doors, make sure your own record can survive the same check, and lead with your one hero product. Four tightly defined products, each with a one line job, is a set a buyer can say yes to. Twelve vague ones is not.

If you market a direct to consumer brand, notice that your reviews are now your shelf talker. PetLabCo's 100,000 plus five star ratings do selling work in the aisle that no endcap can match, but only if the claims on your listing and your packaging tell the same story. Audit that consistency before a rollout, not after a retailer or regulator finds the gap.

If you are a retailer or a buyer, the negotiation has shifted. Demand proof now arrives prebuilt, so your leverage is less about whether a brand deserves a chance and more about the terms of the test: promotional support, trial funding, in stock standards and what happens to the space if rate of sale disappoints. Write those terms down at placement.

If you operate stores, watch replenishment discipline. Supplements live on repeat cycles measured in weeks, and a brand that runs spotty in stock after winning 1,500 doors will lose the reset. Availability, not the launch announcement, is what the second order depends on.

What To Watch

Watch sell through, not distribution. PetLabCo announced doors, not dollars, and no sales figures accompanied the rollout. The first real signal will be whether the range holds its space, expands within PetSmart, or quietly shrinks at the next reset.

Watch whether the assortment grows. Four products is a disciplined opening set, and the obvious next test is whether PetSmart takes more of the line, including the calming products Good Company covered when PetLabCo launched its NeuraBlend chew in October, or whether the chain keeps the brand in a tight wellness block.

Watch for copycat timing. Oxyfresh landed in the same chain in the same week, and other online wellness brands are watching both rollouts closely. If either reports strong physical sell through, expect a queue of direct to consumer brands asking PetSmart and its rivals for the same full chain treatment in 2027, and expect buyers to raise the proof bar for everyone behind them.

Sources

  • PetfoodIndustry, "PetLabCo dog supplements roll out to 1,500 PetSmart stores," November 4, 2026: https://www.petfoodindustry.com/pet-supplements-pro/supplements-supplier-brief/news/16424270/petlabco-dog-supplements-roll-out-to-1500-petsmart-stores
  • PetLabCo via PR Newswire, "PetLabCo Expands Distribution into 1,500+ PetSmart Stores Across America," October 27, 2026: https://www.prnewswire.com/news-releases/petlabco-expands-distribution-into-1-500-petsmart-stores-across-america-302921029.html
  • Pet Food Processing, "PetLabCo hits PetSmart shelves," October 30, 2026: https://www.petfoodprocessing.net/articles/21036-petlabco-hits-petsmart-shelves
  • Pet Food Processing, "Oxyfresh brings dental water additive to PetSmart stores," October 29, 2026: https://www.petfoodprocessing.net/articles/21030-oxyfresh-brings-dental-water-additive-to-petsmart-stores