How treat smart are you?


23 May 2022
Dogs and humans alike, we all love a delicious treat, and like people, most canines have that magic word firmly in their vocabulary, along with ‘walkies’!

Even armed with the knowledge that too much of a good thing can be bad for us and our dogs, it’s still often hard to say ‘no’ to those extra tasty calories.

Thankfully, in today’s dog treat market, owners are becoming much more conscious of making healthier treat choices for their pets. The media and popular television programmes are helping us understand about the effects of weight gain on a pet’s long-term health, and the important role appropriate treating can play, not only in training but also in effective weight management and keeping your dog happy and healthy.

But how do you decide which treats are most suitable for which type of reward? The Fish4Dogs® brand thinks it has the answer to helping dog owners make that choice, by launching its #TreatSmart campaign.

Simple, natural, and Tasty

All Fish4Dogs treats are grain free and contain no poultry or meat, which is helpful for dogs with intolerances. The brand champions fish as the ‘perfect protein’, containing beneficial omega 3, and being wonderfully aromatic and irresistible for dogs. All treats are made from healthy, natural, minimal ingredients with no hidden extras.

Jo Mulgrew, marketing director at Fish4Pets®, said: “We have one of the largest ranges of dog treats in the industry, with over 20 different types to choose from. We embarked on extensive voice-of-the-customer research when rebranding recently, and we were overwhelmed by the findings.

“Our customers loved the benefits our treats had to offer, but like many other brands on the market, when browsing on shelf or online, they found it hard to tell what the treats should be used for. For example, could they be broken into smaller pieces and chewed quickly so they could be used for training, or were they more of a longer-lasting reward?

“We used this information to re-categorise our range and make it easier for consumers.”

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Treating smarter

Following the research, the brand restructured its dog treats into four unique categories: Support+, Love, Dental, and Training.

Support+ is a range of treats and supplements for dogs and puppies, which not only taste great, but include selected additions to support health considerations such as coat and skin condition and joint health.

The Dental range includes the multi-award-winning, original, and highly successful Sea Jerky on which the business was first established. These delicious, 100 per cent white fish skin treats are naturally abrasive in texture, which can help with tartar on teeth and substantially support a dog’s dental health.

In the Training range there are treats for puppies and adults designed to be stimulating and rewarding when working with your dog. Size, smell, and calories were considered when designing these treats, so they can be used many times during a training session.

Love is the range name for luxury Fish4Dogs treats designed to help you show your dog how much you adore him. This range offers unique variety, including crunchy biscuit-style fish treats, a variety of tasty fish wraps, and the more unusual, but equally delicious, dried squid discs.

Fish4Dogs products are available to buy online at or in all good independent pet stores.