The Farmer’s Dog, the US leader in freshly cooked, human-grade dog food, has signed a definitive agreement to acquire Woof, the fast-growing pet wellness company behind the viral Pupsicle refillable enrichment device. The deal, announced on August 6, 2026, marks The Farmer’s Dog’s first major move beyond nutrition and is expected to close later this year.
Woof has built a new category of refillable wellness systems for dogs since its founding in 2019. Its flagship Pupsicle device has reached millions of households and helped the brand debut at No. 3 overall — and No. 1 in Consumer Products — on the 2025 Inc. 5000 list of fastest-growing US private companies.
The strategic logic is clear: nutrition and enrichment are two of the few inputs a dog receives every single day, and their effects compound over a lifetime. By pairing its subscription meal business with Woof’s hardware-and-consumables platform, The Farmer’s Dog is positioning itself as a whole-pet wellness company rather than a single-category fresh-food brand. Woof will operate as an independent division.
For manufacturers, distributors and retailers, the acquisition signals that premium pet care is converging around bundled, science-backed daily routines. Expect more fresh-food and treat brands to explore enrichment, mental stimulation and functional consumables as they fight for customer lifetime value in the premium channel.
