The Australian pet industry is booming, and with growing consumer awareness around ingredient quality, sustainability, and pet health, private label pet treats are set to make a significant splash in 2025. These private label products are often formulated by expert nutritionists and crafted with premium, locally sourced ingredients, allowing pet owners to pamper their furry friends with confidence.
In this article, we’ll take a deep dive into the top 13 private label pet treats you’ll want to stock up on in 2025. Whether your companion is a curious kitten or a discerning canine connoisseur, these treats will offer flavor, nutrition, and the peace of mind that you’re providing the very best.
1. Outback Naturals Roo Jerky Bites
Why They’re Special: Kangaroo meat is not only lean and full of protein, it’s also a novel source of protein for pets with common allergies to chicken or beef. Outback Naturals has made a name for itself by championing sustainable proteins sourced directly from the Australian bush. Their Roo Jerky Bites are chewy, savory strips that provide high-quality amino acids and essential minerals.
Key Benefits:
- High in protein and low in fat
- Hypoallergenic alternative to more common meats
- Sourced from free-range kangaroos, supporting native wildlife management
2. Ocean Harvest Fish Crunchies
Why They’re Special: Australian waters are home to some of the world’s best seafood, and Ocean Harvest leverages this to create mouthwatering fish-based treats. Their Fish Crunchies are made from sustainably caught whitefish and mackerel, dehydrated to crunchy perfection, and blended with kelp and sea minerals.
Key Benefits:
- Rich in omega-3 fatty acids for a shiny coat and healthy skin
- Sustainable and responsibly sourced ingredients
- Perfect for pets needing a boost in joint and heart health
3. Aussie Fields Beef & Sweet Potato Chews
Why They’re Special: Using hormone-free Australian beef combined with locally grown sweet potatoes, Aussie Fields crafts treats that are both enticing and nutritious. These chews have a slightly smoky flavor and a firm texture that encourages pets to gnaw, helping maintain good dental health.
Key Benefits:
- Grass-fed, hormone-free beef for nutrient density
- Sweet potatoes provide complex carbohydrates and beta-carotene
- Ideal for dogs that love to chew, promoting dental hygiene
4. Green Pasture Goat Liver Delights
Why They’re Special: Goat liver is becoming increasingly popular as an alternative protein source in pet treats, and Green Pasture leads the pack with their single-ingredient Goat Liver Delights. Rich in vitamins, minerals, and essential amino acids, these treats support everything from energy levels to immune function.
Key Benefits:
- Hypoallergenic and great for sensitive stomachs
- Nutrient-dense organ meat from ethically raised goats
- Freeze-dried to preserve maximum nutrition and flavor
5. Native Hemp & Pumpkin Biscuits
Why They’re Special: Hemp-based products have soared in popularity, not just in the human wellness sphere, but also in the pet industry. These crunchy biscuits combine Australian-grown hemp seeds with wholesome pumpkin and a hint of parsley, offering easily digestible protein and essential fatty acids.
Key Benefits:
- Hemp seeds are a source of complete protein and healthy fats
- Pumpkin aids digestion and gut health
- Parsley helps freshen your pet’s breath
6. Tasmanian Green Mussel Bites
Why They’re Special: Green-lipped mussels from the pristine Tasmanian coast are famous for their joint-supporting properties. Infused with a touch of turmeric and flaxseed, these soft bites provide anti-inflammatory benefits, making them ideal for older pets or those with arthritis concerns.
Key Benefits:
- High levels of glucosamine and chondroitin for joint health
- Natural anti-inflammatory properties
- Soft texture suitable for seniors and pets with dental issues
7. Desert Bloom Camel Chews
Why They’re Special: Camel meat has long been a niche protein source in Australia, but private label brands are now embracing its unique nutrition profile. Desert Bloom’s Camel Chews are dense in protein and iron, and their tough texture keeps dogs engaged and satisfied.
Key Benefits:
- Novel protein source for allergy-prone pets
- High in iron and essential amino acids
- Long-lasting chew to combat boredom
8. Flora & Fauna Veggie Crunch
Why They’re Special: Not all pets need a meat-based treat. Flora & Fauna’s Veggie Crunch caters to dogs that enjoy plant-based snacks or need to limit their meat intake. Made with sweet potato, spinach, carrot, and chickpeas, these treats are packed with fiber, vitamins, and minerals.
Key Benefits:
- Plant-based treat suitable for pets with certain dietary restrictions
- High fiber content supports digestion
- Bright veggie flavors and vibrant colors from natural ingredients
9. Bushland Bugs & Cricket Crispies
Why They’re Special: Insect protein is garnering global attention as a sustainable and nutritious ingredient. Bushland Bugs blends crickets and mealworms into crunchy treats that are both eco-friendly and palatable. Expect high protein content, B vitamins, and a reduced ecological footprint.
Key Benefits:
- Environmentally sustainable protein source
- High digestibility and rich in micronutrients
- Suitable for pets sensitive to traditional proteins
10. Golden Dingo Chicken & Blueberry Jerky
Why They’re Special: Golden Dingo marries classic chicken jerky with a sweet antioxidant twist—blueberries! The result is a high-protein treat that also supports immune function and cellular health. These jerky strips are tender and tear easily, perfect for training sessions.
Key Benefits:
- Lean chicken breast protein
- Antioxidant-rich blueberries
- Ideal size and texture for training rewards
11. Riverbank Trout & Lavender Bites
Why They’re Special: For pets with more refined palates, Riverbank’s Trout & Lavender Bites elevate treat time to a spa-like experience. The trout offers a delicate fish flavor, and the subtle hint of lavender can have a calming effect, making these ideal before travel or grooming sessions.
Key Benefits:
- Rich in omega-3 for coat and joint health
- Lavender may help reduce stress and anxiety in pets
- Soft, aromatic bites that melt in your pet’s mouth
12. Mount Koala Kangaroo & Quinoa Bars
Why They’re Special: Combining the nutritional heft of kangaroo with the gluten-free grain quinoa, Mount Koala’s bars offer a balanced treat that’s gentle on digestion. They’re shaped into convenient bars that can be easily snapped into smaller pieces, great for multi-pet households.
Key Benefits:
- Kangaroo provides a lean, novel protein source
- Quinoa adds plant-based protein and fiber
- Easily portioned for pets of different sizes
13. Sunny Coast Sardine & Coconut Crunch
Why They’re Special: Sourcing sardines from pristine Australian waters, Sunny Coast adds coconut for a tropical twist. Sardines are loaded with healthy fats and minerals, while coconut provides medium-chain triglycerides (MCTs) that can boost energy and digestion.
Key Benefits:
- Sardines supply omega-3, calcium, and vitamin D
- Coconut supports coat shine and gut health
- Light, crispy texture that appeals to both cats and dogs
Choosing the Right Private Label Treat for Your Pet
With so many options hitting the shelves, it can be challenging to know which private label treat is the right one for your companion. Here are a few considerations:
- Check the Protein Source:
If your pet has sensitivities or allergies, opt for novel proteins like kangaroo, goat, or insect-based treats. For pets with a traditional palate, chicken or beef might be the way to go. - Nutritional Profile:
Consider your pet’s life stage and health requirements. Are they a growing puppy needing extra protein? An older cat needing joint support from green-lipped mussels? Align the treat’s nutritional benefits with your pet’s unique needs. - Ethical and Sustainable Sourcing:
Many private label treats champion local Australian farms, sustainable fishing practices, and eco-friendly ingredients. Supporting these brands can feel good and align with values that protect the environment. - Texture and Chew Type:
Different treats serve different purposes. Hard chews can help clean teeth, while soft bites or freeze-dried liver treats are great for training or for pets with dental issues. - Read the Labels:
Always read the ingredient list. The best private label treats have short, understandable ingredient lists and avoid artificial additives, colors, or preservatives.
Why Private Label is on the Rise
Australian retailers are increasingly launching their own private label pet treat lines, partnering with local farmers, fisheries, and ingredient suppliers. This allows them to control product quality, ensure better pricing, and meet evolving consumer demand. The result? More variety, better quality, and often lower cost for the consumer.
In 2025, expect these private labels to continue pushing boundaries: incorporating functional ingredients like probiotics, exploring novel proteins like camel or insects, and focusing on transparency and traceability. It’s a natural evolution of the pet food market, one that benefits pets, owners, and the environment.
Final Thoughts
2025 is shaping up to be an exciting year in the Australian pet treat market. These 13 private label treats showcase the industry’s innovation, dedication to quality, and responsiveness to consumer demand for healthier, ethically sourced options. From Roo Jerky Bites to insect-based Cricket Crispies, there’s something for every pet and palate.
As you explore these new brands and products, take your time to find the treats that resonate most with your pet’s taste buds, dietary needs, and your personal values. With the wealth of options on offer, you’ll be sure to find your pet’s new favorite snack—and feel good about the choice you’re making.
