Brand Study › Pet brands › PetLab Co.

PetLab Co.

London-founded maker of dog supplement chews and powders (probiotic, allergy, dental, joint), sold mainly by subscription to US dog owners.

Pet brands★ our pickFit: MIRANEST ✓✓✓Live Meta ads: ~322Seen 2026-09-30thepetlabco.com ↗

PetLab Co. on a phone, first screen — **First screen** on a phone, as a new visitor sees it (Sep 30, 2026; cookie banner declined)

PetLab Co. homepage, scrolled — **Scroll** — the top of the homepage, pop-ups hidden

Live Meta ads today

~322own page 320 + Real Dog Stories by PetLab Co. 1 + PetLab Co. Veterinarians 1 · US, Sep 30

Annual revenue

over $200 million¹⁰2025-10

Customers claimed (not consistent)

4.5 million pet owners (homepage) / 5.7 million owners (offer page) / 2.2 million customers (ads)^1,5,142026-09

Reviews

100,000+ 5-star reviews globally¹2026-09

Hero product: PetLabCo. Probiotic Chews for Dogs^1,2,4,5,7

FormatPork-flavoured soft chew, 30 chews per tub; 1, 2 or 3 chews a day by dog size (under 25 lbs / 25-75 lbs / over 75 lbs).

One-time$37.44 per tub (main site).

SubscriptionMain site: $29.95 per month (20% off) + free shipping ($4.99 value). Ad offer page: 1 tub $28.08 (25% off first order, then 20%), 2 tubs $44.93 (40% off), 3 tubs $56.16 (50% off, 'Best Value').

Other offersFree Wild Caught Salmon Bites ($6.95) on the first subscription order only. In-cart add-ons at 50% off (Clear Ears Therapy $9.97, Dental Sticks $9.95, Pumpkin Fiber $17.47, Dental Finger Wipes $7.95, Paw Balm $14.34, Salmon Bites $9.95). App-only deals up to 40% off without a subscription. Referral: give $15, get $15.

Guarantee90-day money-back guarantee for Probiotic Chew (purchases from 17 Aug 2026): first-time US buyers only, direct site only (not Amazon/TikTok Shop), one claim per household, covers up to 3 orders, window does not reset. Joint Care Chew Advanced: 60 days. Other products: 30-day return, sealed and unopened only.

Founded2018 in London. Co-founder and co-CEO: Chris Masanto. The idea came from treating his own dog for arthritis.^8,10

OwnerBC Partners bought a majority stake (announced 27 Feb 2025). Co-founders kept a significant stake. Price not disclosed.⁸

MarketsUS, Canada, UK¹⁰

Sales channelsOwn site + app, Amazon, Chewy, TikTok Shop; PetSmart lists the probiotic chew with in-store pickup.^1,4,9,22

Hero products nowProbiotic Chews and ProBright Advanced dental powder get the most ad volume.¹³

Expert facesDr. Roxana Bordbar (US DVM, vet consultant) on site pages; Dr. Siria Cruz (DVM, consultant) on offer pages; formula made with pet nutritionist Dr. Greg Sunvold, Ph.D.^1,2,5

Clinical proofProbiotic chew: 29-day double-blind, placebo-controlled trial, published in MDPI Pets. Used as 'world's first clinically studied probiotic soft chew'.^5,17

Their system how they get and keep customers

Ads^{12,13,14,15,18}

Very high Meta volume. Short UGC and vet-explainer videos that link a visible symptom (paw licking, itching, grass eating, bad breath) to a hidden cause in the gut, then show one daily chew.

Motion library: 660 active Meta ads and about 118 new creatives per week. Mix: Demo 19%, Testimonial 12%, Expert Explainer 7%.
Meta Ad Library (US, active, 30 Sep 2026): about 390 ads match the keyword 'petlab'. Ads run from the brand page and from partners: The Dodo, The Pet Collective, a vet creator (dr.israelswann) and a dog-mom creator (Hey Pittie Mama).
Hook pattern: a symptom the owner can check today, e.g. 'Dog paws smell like corn chips? That's not normal', 'Itching might not be a skin problem... it goes deeper'. Close line: 'it's time to answer the call'.
Proof lines in ads: 'One tub sells every 32 seconds in the US', '2.2 million customers globally', and survey stats with a footnote (e.g. 67% of subscribers with itchy dogs report less itching; survey of subscribers, Sept 2025).
They also run Spanish-language ads for the probiotic chew.
Process: founder says lean testing on Meta found new winning products early; a newsletter says they test demand with ads before building a SKU. Ad-ops tool Kitchn reports 4x more creatives tested and 90% of reporting automated.

Landing pages & funnel^{2,3,5,6,12,17,23}

Cold traffic goes to a separate offer domain (offers.thepetlabco.com) with listicle / advertorial pages and gamified offer pages, not straight to the store.

Offer domain paths seen in ads: /probiotic-chews/6reasons, /probiotic-allergy-immune/6reasons, /df-14.../signs, and /.../optexp/freegifts2 offer pages.
Listicle '6 Reasons Vets Love PetLabCo.'s Viral Probiotic Chews': 6 numbered reasons (#1 seller, clinical study, 'tribiotic' blend, taste test 89%, 2M+ dogs, made in USA / NASC), a 'Join the 5.7 million owners' line after each block, then a 1/2/3-tub subscribe selector with add-ons and 'Discounts Auto-Applied'.
Gamified offer page: 'Pick a Card for FREE GIFTS and DISCOUNTS' - the visitor flips 4 cards to collect prizes (Free Shipping Forever, a free gift, 50% off, 20% off subscription).
Per a 2024 newsletter: advertorials act as a bridge between ad and product page, recent ones use a 'breaking news' format with quiz-style CTAs.
Main-site product pages add a 'What to Expect' month 1-3 timeline, vet quote, media logos (CBS, ABC, NBC, BuzzFeed, Forbes) and a long FAQ. A Health Quiz sits in the main menu.
Paid sponsored article on PetMD ('The World's First Clinically Studied Probiotic Soft Chew for Dogs', 1 Jun 2026) links to Chewy.

Offer & subscription^2,4,5,6,11

The subscription itself is the front-end offer: a big first-order discount, free shipping and a free gift, plus in-cart add-ons.

Feb 2025 teardown: subscribe = save 40%, free shipping ($4.99 value) and free dog treats, shown on the first screen.
Today on offer pages: tiered discount by quantity - 25% / 40% / 50% for 1 / 2 / 3 tubs - and 'Save 25% today and 20% after the first month'.
Order bumps: the Feb 2025 checkout had 5 bumps (ear therapy, paw balm, skin mousse, 2 treats) worth $59.18 in total. Today the offer page has 6 add-ons at 50% off.
First-order-only free gift (Salmon Bites, $6.95) with a footnote that it is not ongoing.
Product-specific money-back guarantees were added in 2026 (Joint: from 9 Feb 2026; Probiotic and DF-14: from 17 Aug 2026).

Creators & ambassadors^1,2,4,5,7,14

Creators and pet publishers appear mainly as partnership (whitelisted) ads; experts are paid vet consultants.

Partnership ads with pet media brands The Dodo and The Pet Collective (#ad), plus vet and dog-owner creators.
Vet consultants named on pages: Dr. Roxana Bordbar, Dr. Siria Cruz; nutritionist Dr. Greg Sunvold co-created the chew.
Referral program: friend gets $15 off first order, referrer gets $15 after the friend spends $28+.
TikTok Shop is an official sales channel (named in the guarantee terms). Creator/affiliate commission terms not verified.

Channels^{1,4,9,10,14,17,22}

DTC first (site + app), then marketplaces and now retail.

Own site and a mobile app with 'Exclusive App-Only Deals' up to 40% off.
Amazon and Chewy (BC Partners); TikTok Shop (guarantee terms); Chewy also runs Meta ads for PetLab chews.
PetSmart.com lists the probiotic chew at $50.99 with in-store pickup and same-day delivery.
Oct 2025: company said it was expanding into bricks-and-mortar stores; BC Partners sees 'significant untapped potential' in retail and vet clinics.
Content: a 'Learn' hub on the site (behavior, health, nutrition) and a PetMD sponsored article.

Retention^1,2,4,5,16

Segmented email by customer status, a 3-month expectation set on every page, and a guarantee that pushes a 90-day routine.

Email agency case study (2023): segments = subscribers, one-time buyers, lapsed subscribers, never-bought; A/B tests on CTA wording, brand name in subject line and send time; best campaign +53.33% click rate, +24.29% open rate.
Klaviyo is loaded on the site (static.klaviyo.com in the homepage code).
'85% of subscribers see positive results within 3 months' and a vet quote: 'A 90-day routine is the most effective way to support a balanced gut microbiome.'
Guarantee window counts from the first delivery and does not reset with later subscription shipments.

All the numbers as reported by each source, with its date — ad counts from Motion are an older snapshot than the live count above

What	Number	Date
Annual revenue	over $200 million¹⁰	2025-10
Customers claimed (not consistent)	4.5 million pet owners (homepage) / 5.7 million owners (offer page) / 2.2 million customers (ads)^1,5,14	2026-09
Reviews	100,000+ 5-star reviews globally¹	2026-09
Active Meta ads	660 active, ~118 new creatives per week (per Motion)¹³	2026-05/06 (refreshed ~4 months before 2026-09-30)
Active US ads matching 'petlab'	~390¹⁴	2026-09-30
Site traffic	over 1 million visitors per month (per Funnel of the Week)¹¹	2025-02
Order-bump value	$59.18 across 5 checkout bumps¹¹	2025-02
BBB complaints	129 closed in last 3 years (rating A+, not accredited)²⁰	2026-09-30

What makes them different

They sell the subscription as the first offer, not the product: tiered % off, free shipping, first-order gift and 50%-off add-ons all on the same page.

A separate offers domain with listicles, 'signs' advertorials and a gamified 'pick a card' page, fed by 100+ new ad creatives a week.

One education angle used for every SKU: the visible symptom is not the real problem, the gut is. Each claim carries a survey footnote with method and date.

Media-partner and vet-creator partnership ads (The Dodo, The Pet Collective) next to brand-page ads.

What we could add copy the structure, never their assets or claims

For MIRANEST

Add an offers subdomain with a '6 reasons vets / owners choose MIRANEST' listicle for Alopecia X and itchy skin; end every reason block with one proof line and a CTA.
Add a tiered subscribe selector on the ad landing page: 1 / 2 / 3 boxes with rising % off, plus 'X% today, Y% after the first month' written out, and a first-order-only gift.
Add 50%-off in-cart add-ons from our own range (paw cream, lotion, shampoo) on subscription orders.
Run a customer survey and publish results with a footnote (who, how many, when), then use those numbers in ads the way PetLab does.
Test partnership ads through a pet publisher or a vet creator account, not only the MIRANEST page.
Add a 'What to expect' month 1-2-3 timeline block to the product page and ad landing pages.

For BI-SU

Add a '5 reasons' listicle bridge page for the jelly, with a subscribe selector at the bottom and a first-order gift.
Add small in-cart add-ons at a clear % off on subscription orders.
Survey subscribers and publish footnoted results (e.g. '% who noticed X after 90 days, survey of N subscribers, month/year').
Test a partnership ad with a beauty publisher or aesthetician creator account.

Watch out

Class action Hughes et al. v. PetLab Co. (C.D. Cal., No. 24-cv-5257) said subscription terms were not clear and cancelling was hard; it was voluntarily dismissed with prejudice. TINA lists it as filed July 2023 although the case number points to 2024. [source 19]
BBB shows 129 closed complaints in the last 3 years.
Customer-count claims do not match across pages and ads (2.2M / 4.5M / 5.7M) - a claim-substantiation risk we should avoid.
'America's #1' claims are tied to an Amazon category, year-to-date - read the fine print before copying the structure.
Their guarantee is narrow (first-time US buyers, one claim per household, direct site only, unopened for standard returns).

Where to look

Website ↗Meta Ad Library — PetLab Co. page (live ads) ↗Offer page - 6 reasons listicle ↗Offer page - pick a card ↗Guarantee terms ↗Motion creative library ↗TikTok ↗Trustpilot ↗

Open questions not verified yet — for the deep research

Revenue 'over $300 million', CAC falling from $75-85 (2021) to $50-60 (2024), 'over half of new customers from non-paid channels by 2023', 6-week renewal cycle: only in Private Markets Minute (Mar 2026), which also says BC Partners took a 'minority stake in late 2021' - this conflicts with BC Partners' own release (majority stake, Feb 2025). Treat all as unverified. [sources 21, 8]
Exact US launch date: 2018 (Private Markets Minute) vs 'early 2019' (Hidden Tempo). BC Partners only says founded 2018.
Name of the second co-founder (Tom Rawlings per Private Markets Minute; an Authority Magazine piece names Andrew and Chris Masanto but returned 403).
TikTok Shop volume (search snippets show ~140.6K units sold and ~905K followers - page not opened) and creator affiliate commission.
Walmart.com seller presence (seen only in search results).
Post-purchase upsell flow (Funnel of the Week keeps it members-only).
Health Quiz content and result offer (page is JavaScript-only, not captured).
SMS provider and cadence; loyalty program; share of revenue from subscriptions.
Panoramata page linked in the brief had no real data (placeholders only).

Sources · 23

PetLabCo. homepage · seen 2026-09-30
PetLabCo. Probiotics for Dogs - product page · seen 2026-09-30
PetLabCo. Joint Care Chew Advanced - product page · seen 2026-09-30
PetLabCo. Shipping, Returns and Money-Back Guarantee terms · seen 2026-09-30
Offer page: 6 Reasons Vets Love PetLabCo.'s Viral Probiotic Chews · seen 2026-09-30
Offer page: Joint Care Chew 'Pick a Card for FREE GIFTS and DISCOUNTS' · seen 2026-09-30
PetLabCo. referral page (Give $15, Get $15) · seen 2026-09-30
BC Partners press release: majority stake in PetLab Co. · 2025-02-27
BC Partners portfolio page: PetLabCo · seen 2026-09-30
Oracle NetSuite press release: PetLab Co. Unleashes its Potential with NetSuite · 2025-10-07
Funnel of the Week: How to sell a subscription offer on the front end (PetLab Co.) · 2025-02-08
Hidden Tempo: How 2 Marketers Built a $100 Million Brand in 3 Years · 2024-02-14
Motion Inspo Library: How PetLab Co. Advertises on Meta · refreshed ~4 months before 2026-09-30
Meta Ad Library search 'petlab' (US, active) · seen 2026-09-30
Kitchn case study: PetLab Co. ad operations automation · undated
CodeCrew: PetLab Co's email campaign case study · 2023-06-02
PetMD sponsored content: The World's First Clinically Studied Probiotic Soft Chew for Dogs · 2026-06-01
5 Minute Founders podcast #23: Testing on Meta with PetLabCo founder Chris Masanto · 2024-06-18
TINA.org class action tracker: PetLab Co. · undated
BBB profile: Petlab Co. complaints · seen 2026-09-30
Private Markets Minute: BC Partners / PetLabCo (used only for open questions) · 2026-03-24
PetSmart listing: PetLab Co. Dog Probiotic Supplement Chews 30ct · seen 2026-09-30
Atria ad library: PetLab Co. Meta ads (landing page URLs) · seen 2026-09-30

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Profile researched 2026-09-30 from the brand’s own site and product pages, company filings and press releases, founder/CMO interviews, vendor case studies and trade press — every point links to its source; agency/blog teardowns are marked as weaker; anything unconfirmed is under Open questions. Live ad count: Meta Ad Library, United States, active ads on the brand’s own page(s), counted 2026-09-30. Phone captures: iPhone-size browser, 2026-09-30. Notes: fuma-hk/research/brand-study/petlab.json