Antelope University by Antelope

Antelope University Brand Review: May Rebrands, Fresh Food Positioning, Dental Refresh, and Bocce Innovations

The session reviews Antelope University progress and previews what’s ahead as brand managers present updates and take questions, followed by a final exam. Savanna shares the My Perfect Pet May rebrand with new packaging and visual identity, specialty diet reformulations to complete and balanced (AAFCO), protein-forward claims highlighting up to 95% protein from meat, topper messaging, non-prescription specialty diets, and 8-oz thaw-friendly portions. She also covers comparisons versus other fresh brands and explains the benefits of gently cooked food versus kibble.

Jill outlines Ark Naturals’ May packaging refresh, including removal of the window, increased treat counts, and stronger price competitiveness. She also reviews a brushless toothpaste formula update featuring SHMP and a prebiotic, along with Protection Plus clinical trial results showing 15.2% less plaque and 78.4% less tartar.

Katie covers Bocce’s core proposition and innovation launches, including limited-ingredient jerky, froyo bites, and expanded training bites, along with Bocce Spa, seasonal drops, and a DTC-only “Frito Paw” candle.

Savanna also summarizes Super Snouts’ results-focused, transparent supplements and digestion product use cases, including Pumpkin Latte, GI Balance, and Firm Up.

Join us in this exciting episode where we dive into grooming fundamentals with expert groomer Angie from Pooch Pawlor in LA. Angie shares her journey of almost 17 years in grooming, insights on different dog coat types, essential grooming products, and tips for maintaining your pet's skin and coat health. Additionally, we have an exclusive sneak peek into the upcoming launch of Bocce Spa products in 2026, featuring naturally derived and eco-friendly ingredients. Learn about innovative products like 'Quit the Itch Shampoo,' 'Don't Shed on Me,' and the importance of maintaining your pet’s skin health. Perfect for pet parents and grooming enthusiasts!

00:00 Welcome and Introduction

00:35 Meet Angie from Pooch Poller

02:31 Understanding Dog Coats

04:14 Choosing the Right Grooming Products

06:39 Skin Health and Common Sensitivities

08:35 Fleas, Ticks, and Prevention

18:57 Grooming Tips for Anxious Dogs

23:11 Q&A and Product Discussion

25:56 Groomers' Wholesale Request

27:12 Introducing Bocce Spa

28:03 Sulfates and Parabens Explained

30:23 Quit the Itch Shampoo

32:20 Quit the Itch Spray

34:22 Flea Flicker Spray

35:33 Don't Shed on Me Spray

36:19 Ears and Eyes Care

39:08 Don't Worry, Don't Rinse Me Shampoo

40:23 Bocce vs. the Competition

42:04 Costco Product Development

43:37 Testimonials and Results

45:01 Q&A Session

In this detailed discussion, the conversation kicks off with the success of PetSmart's Protection Plus, noting a 20% increase in all SKU sales following the introduction of their new planogram. The primary focus then shifts to the nuances of pet dental health, particularly the differences between plaque and tartar, and the importance of proactive oral hygiene to prevent long-term health issues like periodontal disease. The discussion delves into the benefits of different pet foods and dental products, highlighting the role of astaxanthin—an extremely potent antioxidant derived from algae—in the Protection+ product line. It explores clinical trial results that show significant reductions in plaque and tartar, outpacing leading competitors like Greenies. Moreover, the session addresses common misunderstandings regarding kibble and its effects on dental health, debunking myths and recommending better dietary practices. The effectiveness of various dental products in the Antelope portfolio, including their specific use cases for different dog age groups and health conditions, is also thoroughly covered. Overall, the talk emphasizes the inside-out approach of astaxanthin compared to traditional abrasive methods, offering a comprehensive guide for pet owners to maintain their pets' dental hygiene effectively.

00:00 Introduction and Recent Success

00:40 Understanding Plaque and Tartar in Dogs

01:26 The Impact of Periodontal Disease

04:38 Preventive Measures for Dental Health

05:17 Debunking Myths About Dog Food and Dental Health

08:35 Astaxanthin: The Powerful Antioxidant

17:18 Clinical Trials and Their Importance

24:24 Clinical Trial Insights

24:58 Competitor Analysis: Greenies

25:25 Understanding SHMP and Dog Foods

27:17 VOHC Seal: Is It Worth It?

29:08 Explaining Astaxanthin to Customers

32:38 Publishing Clinical Trial Results

35:59 Marketing Strategies and Consumer Education

41:09 Product Recommendations and Brand Architecture

48:40 Conclusion and Future Plans

We dive into the important aspects of dental health for dogs, focusing on the Protection Plus Brushless Toothpaste. They explain key dental terms such as plaque, tartar, and calculus, and discuss the impact of the recent clinical study on Protection Plus Chews. The findings show a significant reduction in tartar and plaque buildup. Additionally, the importance of astaxanthin, a powerful natural antioxidant, is highlighted. Marketing strategies are also discussed, emphasizing how to effectively pitch Protection Plus Chews to both existing and potential customers.

In this episode, we explore the history and widespread use of kibble in pet diets, focusing on why it became the norm and the health issues it can cause. We discuss the extrusion process, its impact on nutrient quality, and the risks of synthetic additives in kibble. We also address veterinary education's influence by major kibble companies, the debate over raw versus gently cooked diets, and the importance of variety in pet nutrition. The episode covers specific concerns like dental health, grain-free diets, and the benefits of using resistant starches in pet food. Tune in for an in-depth look into improving your pet's diet and overall health.

00:00 The History and Problems with Kibble

02:49 The Extrusion Process Explained

06:00 Health Implications of Kibble

07:17 Veterinary Perspectives on Kibble

08:52 Debunking Common Myths About Pet Food

11:54 Grain-Free Diets and Heart Disease Concerns

17:24 Evaluating Different Pet Food Types

21:38 Raw vs. Gently Cooked Diets

24:32 The Debate on Potatoes in Pet Food

27:35 The Importance of Rotating Pet Diets

30:36 Understanding Guaranteed Analysis in Pet Food

32:51 Carbohydrates and Their Role in Pet Diets

35:12 Comparing Kibble and Gently Cooked Foods

36:53 Choosing the Right Kibble for Your Pet

39:57 Improving Oral Microbiome in Pets

43:21 Addressing Prescription Kibble Diets

45:51 Sharing Meat Percentages in Pet Food

47:50 Processing Starches in Pet Food

• Flagship Products:
  • Firm Up! – Shelf-stable, more cost-effective than canned pumpkin, 100% USA-sourced ingredients.
  • Joint Powder (Chews and Powder) – Features green-lipped mussel from New Zealand
  • Mushroom Supplements –Formulas for general health and cancer prevention. ​​

• Cancer Support
  •  80% of dogs die from cancer or with cancer in their body
  • Christy shared her dog Abel’s story, who outlived a cancer diagnosis by over 2 years using Turkey Tail mushrooms, CBG/CBD, and a low-carb diet
• CBD Innovations:
  • Super Snouts was a pioneer in functional CBD chews like Chill + Out
  • Water-soluble CBD (via nanoemulsion and encapsulation) ensures better absorption and efficacy than oil-based products.
  • All SS CBD products are THC-free for pet safety.
• Competitive Edge:
  • Water-soluble CBD and minimal ingredient profiles set Super Snouts apart

SS offers lower-cost solutions through potent powder formats, which require significantly less manufacturing and ingredients

In this episode, Nikki Frias breaks down the basics of CBD, CBG, and hemp—what they are, how they work, and why they matter. She also dives into Super Snouts’ product line, highlighting how these natural supplements can support wellness for both pets and people.

Today we sit down with Karen Neola, founder of My Perfect Pet, to hear how she built the very first gently cooked pet food brand. She shares the challenges she faced, what drove her to start MPP, and why she’s stayed true to real, fresh ingredients from the start.

Today, we're diving into what sets My Perfect Pet apart from other pet food companies. From sourcing to cooking methods, here’s how we go beyond the bowl:

• Cooked in a human-grade facility for the highest safety and quality standards
• Uses muscle and organ meats — no by-products or fillers
• Raw vegetables to preserve natural nutrients
• Unique resistant starch cooking process for potatoes to support gut health
• Only ethically sourced meats — because where it comes from matters

Wendy Wen and Lindsey Wendt discuss:

• The nutritional deficiencies of kibble
• What high-heat processing means
• Misinformation in the pet industry
• Alternatives to kibble like raw and gently cooked foods
• The importance of diet rotation
• How to understand nutrition labels