Inaba's Big Bark: Cat Treat King Aims to Conquer the Dog Aisle

ORLANDO, FL – March 25, 2026 – A palpable buzz surrounds Booth #3868 at the Global Pet Expo, the industry’s sprawling annual showcase of innovation. Here, Inaba Foods, the company that fundamentally changed the cat treat aisle a decade ago, is making its most ambitious move yet: a full-scale entry into the lucrative dog treat market.

Celebrating its 10th anniversary in the United States, the company that made "Churu" a household name among feline aficionados has officially unveiled Churu Terrine, a high-moisture, functional treat designed specifically for dogs. The launch is not merely an expansion but a calculated strategy to replicate a proven formula for disruption in a market hungry for innovation.

"Churu changed how people think about treating their cats," explained Francois de Ginestet, Director of Sales & Marketing for Inaba Foods USA, in a statement. "With Churu Terrine, we’re bringing that same spirit of innovation and quality to the dog category."

The Wellness Wave in the Dog Treat Aisle

Inaba's timing is impeccable. The company is diving into a dog treat market experiencing explosive growth, projected to swell from approximately $63 billion in 2026 to over $420 billion by 2035. This surge is fueled by the powerful "pet humanization" trend, where owners increasingly seek products for their pets that mirror their own health-conscious, wellness-oriented lifestyles.

Modern pet parents are no longer satisfied with simple biscuits. They are scrutinizing labels and demanding functional benefits. This has given rise to a booming sub-market for functional treats, expected to climb to $3.4 billion by 2033. These are treats with a purpose, designed to support everything from joint health to a shiny coat. Digestive health, in particular, has become a major focus, with a 2024 report showing that over one-fifth of dog owners now use prebiotic or probiotic supplements for their pets.

Churu Terrine is engineered to hit every one of these consumer demands. Marketed as a "high-moisture" snack, it addresses the growing interest in hydration and fresher food options. It is low in calories and fat, appealing to owners concerned about the rising rates of pet obesity. Most significantly, it includes psyllium seed husk, a well-regarded dietary fiber, positioning the treat not just as a reward but as a component of a dog's daily wellness routine.

A Proven Formula for Disruption

For Inaba, this is familiar territory. The company's journey in the U.S. began 10 years ago when it introduced the tube-style, lickable Churu treat for cats. The unique format, high palatability, and quality ingredients created a new category, transforming how owners bonded with and rewarded their cats. The move was a masterclass in market disruption, turning a simple treat into an interactive experience.

Now, Inaba is betting it can do it again. The strategy is to leverage the immense brand equity and trust built with Churu to launch a canine counterpart. "Our intent was always to build a global company that delights families and their pets," said Yoko Sakugawa, Vice President of Operations at Inaba Foods (USA). The launch of Terrine is a cornerstone of a year-long celebration of the company's decade of growth in the U.S.

The competitive landscape for dog treats is crowded, with multinational giants like Mars and Nestlé holding significant market share. However, the industry is also characterized by rapid innovation, leaving the door open for agile companies with a compelling product. Inaba's differentiation lies in its unique format. While other brands focus on freeze-dried bites or chewy sticks, Churu Terrine offers a soft, mess-free, terrine-style texture that promises a new kind of treating experience, echoing the novelty that made its feline predecessor a global phenomenon.

Convenience Meets Care for the Modern Pet Parent

Beyond health benefits, Churu Terrine is designed for the lifestyle of the modern dog owner. The product’s core features—portability, ease of use, and a mess-free format—are tailored for pet parents who are more active and integrated with their dogs than ever before. The single-serving packages are ideal for tucking into a pocket for walks, hikes, travel, or on-the-spot training rewards.

This focus on convenience acknowledges that a "treat" is often about more than just the food itself; it's about strengthening the bond between a dog and its owner. "A treat that’s convenient, hydrating and designed for today’s active pet lifestyles and creating bonding moments between Dogs and Pet Parents," de Ginestet noted.

To appeal to a wide range of canine palates, Inaba is launching Churu Terrine in eight different flavors, including classics like Chicken Recipe and Salmon Recipe, alongside more novel combinations like Chicken Recipe with Cheese and Chicken Recipe with Peanut Butter Flavor. The inclusion of Pumpkin Recipe and Sweet Potato Recipe also taps into the demand for vegetable-based, natural ingredients.

Furthermore, the product will be available in three distinct sizes (0.53 oz, 1.05 oz, and 1.90 oz), allowing for tailored treating for dogs of all breeds and providing flexible price points for consumers. This thoughtful approach to product design and variety demonstrates a deep understanding of the practical needs of today's dog-centric households.

The Science Behind the Snack

At the heart of Churu Terrine's functional claim is a single, powerful ingredient: psyllium seed husk. While it may sound technical, it's a natural, soluble fiber widely endorsed by veterinarians for its significant benefits to canine digestive health.

When consumed, psyllium absorbs water in the gut, forming a gel-like substance. This simple mechanism has a dual-action effect on the digestive system. For dogs experiencing constipation, the gel adds bulk and moisture to stool, making it easier to pass. Conversely, in cases of diarrhea, it absorbs excess water in the colon, helping to form a firmer stool. This regulatory effect makes it a valuable tool for maintaining consistent digestive transit.

Beyond regulating bowel movements, psyllium also supports overall gut health. It acts as a prebiotic, providing nourishment for the beneficial bacteria that make up a healthy gut microbiome. A balanced microbiome is crucial not only for digestion but also for immune function and overall well-being. Additionally, the added bulk from the fiber can help dogs feel fuller, a useful benefit for weight management programs. By incorporating this well-researched ingredient, Inaba elevates Churu Terrine from a simple indulgence to a proactive health supplement, a distinction that is likely to resonate strongly with discerning pet owners.

The product is slated to hit retail shelves in June 2026, following its high-profile debut at the Global Pet Expo. As retailers and pet owners get their first look, the industry watches to see if Inaba's lightning can strike twice, transforming the dog treat aisle with the same innovative spark that once captured the hearts of cats and their owners worldwide.