Personalized, human-grade fresh dog food on subscription, priced per dog via an onboarding quiz, and widely regarded as the leader of the category it helped create.

Paid-led, with programmatic display and search carrying the bulk of traffic alongside a real affiliate/creator layer riding on top.

Reported ~$1.2B in annualized net revenue as of 2024 (up from ~$800M in 2023) and profitable above $10M/month as of May 2025, even as monthly visits sit at ~2.94M as of May 2026, down 20.8% over 3 months.

As of 2026-07-06, live tests include Oprah Podcast-branded social-proof creative on Meta and a shift toward video-format Google ads alongside the long-running text program.

A rotating affiliate creator army selling discount-coded first boxes supplies an outsized share of traffic, roughly one visit in seven, and it is punctuated by occasional prestige media moments, a Super Bowl spot, a NASCAR tie-in, that periodically reset what the always-on paid engine can charge to acquire.