better choice co. logo

Better Choice Co., a pet health and wellness company, is integrating the TruDog brand underneath the broader Halo product portfolio. Concurrently, the company launched a full line of Halo branded freeze-dried raw meals, treats and toppers designed to meet the needs of TruDog customers, company officials said. 

“We are proud to announce that the gradual sunset and integration of the TruDog brand underneath the broader Halo umbrella has occurred on schedule, with no disruptions in our ability to supply loyal TruDog customers and subscribers with the same high-quality food, toppers, chews and treats—now in Halo branded packaging. We have received very positive feedback from a number of legacy TruDog customers and have already observed an increase in the purchase of Halo Holistic and Halo Elevate kibble by this same customer cohort,” said Scott Lerner, CEO of Better Choice Co.

“The transition of the TruDog brand to Halo couldn’t come at a better time, as it allows our direct-to-consumer platform to benefit fully from the launch of our multi-million dollar media campaign and newly revamped consumer facing website. In addition, we are looking forward to exploring the opportunity to expand the Halo Freeze-Dried Raw offering into other channels, including pet specialty and international, now that they are sold underneath the broader Halo brand,” Lerner added.