Paw Up

Paw Up sells canine nutrition and functional treats—air-dried raw meals, freeze-dried toppers, long-lasting chews and calming soft bites—priced in the mid-to-premium band (US $24–65 per 14–18 oz bag). Distribution is DTC through paw-up.com with limited Amazon presence; no brick-and-mortar. The brand’s hook is single-protein, grain-free recipes that start with 90 %+ muscle meat, organs and bone, then are air-dried at low temperatures to retain nutrients without synthetic spray-on coatings. Flagship SKUs include the “Beef Heart & Liver Training Bites” and the 11-lb “Gentle-Air-Dried Chicken Complete Dinner,” both packaged in resealable, UV-block pouches that give a 12-month shelf life without refrigeration. Core buyers are urban millennial dog owners who raw-feed when they can but need shelf-stable convenience for apartments, travel or daycare hand-offs. They value ingredient transparency, ethical sourcing from U.S. Midwest farms, and rotational feeding that mirrors prey-model ratios. Paw Up competes with other upscale “clean” kibble alternatives; it differentiates by skipping high-starch legumes, peas and potatoes entirely, using only whole-muscle meat chunks instead of extruded pellets or powder patties, and publishing full nutritional spreadsheets and lot-specific lab tests for every batch.