chippinpet

Chippin sells oven-baked dog food and treats made from novel proteins—primarily cricket, spirulina, and silver carp—priced in the premium tier. Main SKUs include 3.5-lb bags of dry food ($29-$34), 6-oz treat pouches ($9-$12), and limited-ingredient training bits. Distribution is DTC through chippinpet.com plus select specialty pet stores and zero-waste refill stations; no big-box retail. The brand’s core claim is 80%+ reduction in land, water, and greenhouse-gas impact versus chicken or beef-based diets. Products are formulated by veterinary nutritionists, AAFCO-complete, and cooked in small batches in the USA. Their “Silver Carp Daily Support” kibble is the best-known SKU, marketed as helping to remove invasive fish from the Great Lakes while feeding dogs. Buyers are urban millennials and Gen-Z pet owners who track personal carbon footprints and want companion-animal diets aligned with their own plant-forward or climate-conscious lifestyles. They value transparency, post ingredient sourcing maps on social media, and are willing to pay 20-30% above conventional premium kibble to reduce environmental pawprint. Chippin competes in the fast-growing sustainable pet-food niche against other eco-formulated kibbles and treats. It differentiates by using insect and invasive fish proteins instead of pasture-raised livestock or lab-grown meat, achieving both hypoallergenic benefits and quantified environmental savings printed on every bag.