Starting a private label pet brand is one of the
most exciting opportunities in the pet industry
right now. But before you jump in, there are a
few things every brand owner needs to understand.
This guide covers everything you need to know
before launching your private label pet product line.
What is Private Label in the Pet Industry?
Private label means you work with a manufacturer
to produce a product under your own brand name.
The factory makes it, you brand it and sell it.
This is different from:
– Reselling: buying someone else’s branded product
– White label: using a generic product with your label
– Custom OEM: developing a unique formula from scratch
Private label sits in the middle — you get a
proven product formula with your own branding.
Why Private Label Pet Products Make Sense
The pet industry is booming. In the US alone,
pet owners spent over $150 billion in 2023,
and the market keeps growing.
Private label gives small brands:
– Faster time to market
– Lower development costs
– Flexibility to test products
– Full control over branding and pricing
You don’t need to be a pet nutritionist or
have a science background. You need a good
product, strong branding, and the right
manufacturing partner.
What Products Can You Private Label?
Almost anything in the pet category:
– Supplements (joint support, probiotics, omega-3)
– Soft chews and treats
– Grooming products (shampoo, conditioner, ear cleaner)
– Dental care products
– Calming and anxiety products
– Senior pet formulas
The key is choosing a product category that
matches your brand positioning and target market.
Understanding MOQ (Minimum Order Quantity)
MOQ is one of the first things new brand owners
ask about — and for good reason.
Going factory-direct, most manufacturers require
3,000 to 10,000 units per product. This is a
significant upfront investment for a brand that
hasn’t tested the market yet.
Working with a sourcing specialist, you can often
start at 500 units. This lets you:
– Test the market with real customers
– Validate your product before scaling
– Manage cash flow more effectively
– Reduce the risk of unsold inventory
For most small brands, starting at 500 units
is the smartest move.
Certifications and Quality Standards
Not all manufacturers are equal. When sourcing
pet supplements and treats, always look for:
GMP Certification (Good Manufacturing Practice)
This confirms the factory follows strict quality
control and production standards.
ISO 22000
An international food safety management standard
that covers pet food and supplement production.
HACCP
A systematic approach to food safety that
identifies and controls potential hazards.
Never skip this step. Certifications protect
your brand and your customers.
The Sampling Process
Before placing any bulk order, you must test samples.
A reliable manufacturer will:
– Send samples within 7 days of request
– Provide product specifications and COA
(Certificate of Analysis)
– Be transparent about ingredients and sourcing
Test your samples for:
– Product quality and consistency
– Taste and palatability (for treats and chews)
– Packaging quality and durability
– Label accuracy and compliance
If a manufacturer delays samples or avoids
your questions, move on.
Packaging and Labeling Requirements
For the US market, pet supplement labels must include:
– Product name and net quantity
– Guaranteed analysis
– Ingredient list
– Feeding directions
– Manufacturer or distributor information
– Any required warnings
For the UK market, labeling requirements differ
slightly, so always verify with a compliance
specialist before launching.
Your packaging is also a major part of your
brand identity. Invest in design that stands
out on the shelf and communicates your brand values.
Common Mistakes New Brands Make
Skipping the sample stage
Always test before you commit to bulk production.
Choosing price over reliability
The cheapest manufacturer is rarely the best choice.
Underestimating lead times
Production typically takes 30 to 45 days,
plus shipping time. Plan ahead.
Ignoring compliance requirements
Labels and formulas must meet the regulations
of your target market.
Going factory-direct without experience
Without industry knowledge, it’s easy to choose
the wrong partner or miss critical quality issues.
How Petriva Nutrition Labs Can Help
At Petriva Nutrition Labs, we specialize in
helping small US and UK pet brands navigate
the private label process from start to finish.
We connect you with GMP certified factories,
manage sampling, oversee quality control,
and support you from formula to final shipment.
MOQ starts at 500 units. Samples in 7 days.
Ready to start your private label pet brand?
Get in touch at petrivanutritionlabs.com