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11 pet startups that are taking on traditional brands with more innovative products

11 pet startups that are taking on traditional brands with more innovative products
Slideshows1 min read

Fresh pet food delivery: Ollie, PetPlate, The Farmer's Dog, and NomNomNow

Fresh pet food delivery: Ollie, PetPlate, The Farmer
Order dog food from Ollie here Order dog food from PetPlate here Order dog food from The Farmer's Dog here Order dog or cat food from NomNomNow here

As humans become more health-conscious and careful about the food they consume, they're extending the same caution with the food they feed their pets. These pet food delivery startups, which make individual meals from fresh, nutritious ingredients you recognize and probably eat yourself, are underscoring the links between diet and health.

Though our pets have loved all of them, there are some subtle differences. For example, Ollie's meals start at just $3 a day for small dogs, making it one of the cheaper options. The Farmer's Dog also makes fairly affordable meals but they come in flat bags that have to be emptied into a bowl rather than trays. PetPlate's meals are resealable and thus easier to store, and NomNomNow rounds out the pack by offering both dog and cat food.

Read our full reviews here:

Dog beds: Casper, Parachute, and Purple

Dog beds: Casper, Parachute, and Purple
The Casper Dog Bed, from $125, available at Casper The Purple Pet Bed, from $149, available at Purple Dog Bed, from $129, available at Parachute

Each of these three online startups that humans love, Casper, Purple, and Parachute, sell miniature, pet-approved versions of their best selling sleep products. People who shop with these innovative companies tend to be heavily invested in their overall missions and brands, so it's no surprise that they want matching beds for their pets.

Casper's dog bed combines pressure-relieving memory foam and durable support foam, while Purple's features its signature Smart Comfort Grid, a polymer design that adapts to your dog's movements. Parachute's favors a polyester filling over a foam one.

Read our full reviews here:

DNA tests: Embark

DNA tests: Embark
Dog DNA Test Kit, $199, available at Embark

If humans have their own at-home DNA tests to discover more about themselves, why not dogs? Embark, which partners with Cornell University's College of Veterinary Medicine, determines your dog's breed and checks for over 175 genetic health conditions and traits. You'll not only satisfy your curiosity about your dog's origins, but also better understand important things about its health.

Read our full review here:

Dog accessories and supplies: Wild One

Dog accessories and supplies: Wild One
Shop dog accessories and supplies at Wild One here

At Wild One, even tennis balls and poop bags get the elevated, aesthetically pleasing, and high-quality treatment usually reserved for home startups. It places special emphasis on clean design and resilient materials that will keep both you and your dog happy, whether he's walking, sleeping, eating, or playing.

Dog toys and treats: BarkBox

Dog toys and treats: BarkBox
Order a box from BarkBox here Shop Bark toys and treats at Target here

BarkBox, founded in 2012, tapped in early to dog owners' increasing commitment to their pets. Its monthly boxes, which always revolve around some type of fun theme, contain at least two creative toys, two all-natural bags of treats, and a chew. Dogs (more than 2 million of them to date) can't get enough of these monthly surprises.

Dog shampoo: Ethique

Dog shampoo: Ethique
Ethique Eco-Friendly Shampoo Bar For Dogs, $13.78, available at Amazon

Ethique's solid shampoo and conditioner bars cut down on plastic waste and are better for your hair because they're made with natural, non-toxic ingredients. If you care about both the environment and your body, your commitment to sustainable cleaning solutions doesn't have to stop here. Ethique also makes gentle, pH-balanced dog shampoo bars. One of these bars is equivalent to three bottles of liquid shampoo.

Read our full review (of the human shampoo) here:

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