First Bark 2.0: Revolutionizing Pet Treats With Innovative Range & Quality

D&P: SIPP has been a leader in the pet treat segment for over a decade. How has the company achieved and maintained this position?

Pankaj: SIPP’s journey started 19 years ago with a simple yet powerful vision: to make premium pet treats affordable and accessible to Indian pet parents who are getting more informed and looking for quality treats only. Our deep understanding of pet care needs, shaped by decades of personal passion for pets, led us introducing JerHigh to building a portfolio of globally acclaimed brands like Bellotta, Goodies, Gnawlers, and Wanpy, our focus has always been on quality and innovation.

Recognizing market gaps, we launched First Bark, our in-house brand, to offer premium jerky treats crafted with the same unwavering commitment to quality. Treats are essential for building bonds between pets and their parents, and our product range reflects a keen understanding of evolving preferences, offering solutions across training, leisure, and health.

From day one, SIPP has prioritized quality and innovation, backed by strategic global collaborations. Our ability to cater to customer needs, develop new products, and maintain affordability has been key to earning trust. This balanced approach to quality, variety, and accessibility has cemented our position as a leader in the pet care industry for over two decades.

D&P: SIPP collaborates with global companies. Could you tell us more about these partnerships?

Pankaj: At SIPP, our collaborations are rooted in leveraging the unparalleled expertise of our global partners to bring the finest pet products to India. Each partnership reflects a commitment to quality and innovation.

JerHigh, from the CP Group, stands as a global leader in poultry. Known for exporting 100% human-grade, hormone-free meat worldwide, they ensure premium quality and safety in every treat.

Bellotta, sourced from Thai Union, the world leader in tuna, guarantees sustainably sourced fish and unmatched quality for their products.

For our in-house jerky brand, First Bark, we partnered with Yantai Pet Food—China’s largest pet treat manufacturer. With over 50 years of experience and a presence in 50+ countries, Yantai brings expertise in crafting premium jerky treats that meet global standards.This collaboration empowers us to introduce innovative, high-quality jerky treats to the Indian market, backed by the strength and experience of a global industry leader.

D&P: You mentioned the changing needs of customers. Could you elaborate on that?

Pankaj: Pet parenting in India is evolving rapidly, mirroring global trends. Today, pet parents are not just looking for treats—they’re seeking solutions. Functional treats that address engagement, nutrition, and dental health have seen significant demand growth. Jerky treats, with their high-protein content and added benefits, are becoming increasingly popular as a result.

This shift in pet parenting trends, similar to what we see in more developed markets, has driven us to focus even more on our partnership with Yantai. By introducing Wanpy and now revamping the entire First Bark brand, we’re enhancing the product range, packaging, and quality to meet these evolving needs and provide the best for Indian pet parents.

D&P: Can you walk us through the journey of First Bark and how it is different from other brands available in the market?

Pankaj: First Bark was born out of the need for a reliable jerky treat brand in India. Jerky treats, known for their high-protein, low-fat profile and their close resemblance to real meat, are a favourite among dogs. These oven-dried, dehydrated treats are crafted to deliver both taste and nutrition.

All First Bark products are FDA-approved and manufactured in collaboration with Yantai Pet Food, ensuring premium quality and safety. The brand has grown to offer four distinct categories with over 20 flavours, available in three sizes: 70g, 200g, and 350g. Each category is thoughtfully designed to meet the diverse needs of dogs across different life stages and activity levels. From tiny pups to senior dogs, First Bark treats fit perfectly into any dog’s routine:

• Training Treats: Low-calorie, bite-sized rewards perfect for puppies or untrained dogs, making training sessions enjoyable and effective.
• Healthy Chews: High-quality protein treats rich in Omega-3, promoting healthy joints, skin, and immune function. Ideal for dogs with thick fur.
• Soft Chews: Gentle, easy-to-chew treats, low in calories, perfect for dogs with sensitive stomachs, dental issues or senior dogs.
• Snack Delights: Designed for medium to large breeds, these treats provide a quick energy boost between meals, making them ideal for playtime or midday snacks.

First Bark’s versatile range ensures there’s something for every dog, every day—whether it’s for training, health, leisure, or a quick snack. This commitment to variety and quality sets First Bark apart in the Indian pet market.

D&P: Lastly, what’s your advice for pet parents and retailers when choosing pet treats?

Pankaj: My advice is straightforward: be informed and selective. Always look beyond the packaging—Choose wisely—for your pet as they deserve treats that align with their health and happiness.

Ask yourself these key questions:

• What are the ingredients?
• Does this treat support my pet’s health and lifestyle goals?
• Who is the manufacturer, and what are their quality standards?
• Are the marketing claims backed by transparency and credibility?

When in doubt, choose products backed by transparency, premium ingredients, and a commitment to excellence. After all, every treat is a step toward a stronger bond with your pet.”

At SIPP, we believe that pet treats should be more than just a reward; they should be a part of a pet’s overall health and happiness. That’s why First Bark is designed with the well-being of your pet in mind. Whether it’s our high-protein jerky treats, rich in nutrients and essential omega-3s, or our carefully crafted training treats that make learning fun and rewarding, First Bark offers a wide range of products to cater to every dog’s unique needs.