Link Snacks Expands Pet Segment with Rare Breed Launch at Chewy
Event summary
- Link Snacks' Rare Breed dog treats launched at Chewy on June 11, 2026.
- Treats feature 3 human-grade ingredients: beef, pork, flaxseed, and vinegar.
- Available in 6 sizes ranging from 1 oz to 12 oz.
- Brand donated 1 ton of treats to shelters earlier this year.
The big picture
Link Snacks is applying its protein snacking expertise to the pet category, targeting health-conscious owners. The Chewy partnership marks an aggressive move into e-commerce for the traditionally offline Jack Link's parent company. With pet treat premiumization accelerating, Rare Breed's simple ingredient approach could either set a new benchmark or face pushback from cost-sensitive buyers.
What we're watching
- Market Penetration
- How Rare Breed's premium positioning will perform against Chewy's value-oriented customer base.
- Category Disruption
- Whether the 3-ingredient formula can set a new standard in the increasingly health-conscious pet treat market.
- Brand Extension
- The pace at which Link Snacks can leverage its human protein expertise to grow its pet segment.
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