BARK (NYSE: BARK), the global omnichannel brand best known for its playful BarkBox subscriptions and mission-driven approach to pet care, has unveiled an ambitious new venture: BARK in the Belly, a premium line of dog food and consumables designed not only to nourish pets at home but also to fight canine hunger across the nation.
Launching on August 26 in honor of National Dog Day, this new product line embodies BARK’s long-standing commitment to dogs everywhere. What makes this launch especially notable is that 100% of profits from BARK in the Belly will be directed toward feeding dogs in need. Through the company’s charitable arm, BARK Gives, the initiative aims to support shelters, rescues, and community programs dedicated to canine welfare.
Feeding Dogs with Purpose
For years, BARK has distinguished itself by approaching every innovation from what it calls a “Dog’s Eye View.” The brand’s philosophy has always been centered around creating joy for pets first, with their human companions benefitting in the process.
Now, by introducing BARK in the Belly, the company is pairing that playful spirit with a powerful social mission. “We’ve always approached everything we do from a Dog’s Eye View,” explained Matt Meeker, Co-Founder and CEO of BARK. “Now that BARK is officially Co-Owned by Dogs, it only made sense that their first act would be serving up food that’s delicious by dog standards, but also ensures no dog goes hungry.”
Unlike many pet food companies that balance quality and profit margins, BARK has pledged to take no financial return from this venture until its mission of ending canine hunger is realized. Instead, every purchase will directly contribute to filling bowls and wagging tails in shelters across the United States.
Nutrition Meets Innovation
BARK in the Belly isn’t just a feel-good initiative—it’s also rooted in science and quality. Developed in partnership with canine nutritionists and food experts, the line launches with two high-protein recipes crafted to appeal to dogs of all life stages.
The food is formulated with real chicken and beef as the first ingredients, ensuring the protein-rich nutrition dogs need. It also includes prebiotics, probiotics, and essential nutrients that support hip, joint, and heart health. This focus on holistic wellness reflects the growing consumer demand for premium dog food that goes beyond basic kibble.
But BARK isn’t stopping at nutrition alone. The packaging is designed to stand out in what the company calls the “sea of sameness” in the dog food aisle. Featuring playful “dog-speak” text—complete with human translations—the branding captures BARK’s signature humor and voice while keeping dogs at the heart of the message.
Transparency and Impact
To ensure that dog parents can see the real difference their purchases make, BARK has built an Impact Tracker as part of the BARK in the Belly initiative. Updated quarterly, this tracker will show exactly how many bowls of food have been donated, how many shelters have received support, and—most importantly—how many tails are wagging as a result.
Dog lovers across the country are also invited to play a role in deciding where donations go. Whether a customer has a BarkBox subscription or not, anyone can nominate a shelter or rescue for support through bark.co. This democratizes the giving process and ensures that local rescues, often overlooked in nationwide programs, have a chance to benefit.
Introducing the First “Chairdog”
In true BARK fashion, the company has added a playful twist to its philanthropic announcement. Alongside the product launch, BARK has introduced its very first Chairdog—a canine leader who will represent dogs’ best interests at the highest level of the company.
The honor goes to Hendrix, a resilient and spirited four-year-old pup originally from St. Croix who now lives in Orlando, Florida. Despite having only three legs, Hendrix embodies strength, determination, and joy—the perfect representative for dogs across the country.
As Chairdog, Hendrix will take part in quarterly leadership meetings, aided by a telepathic dog communicator, to ensure that every business decision reflects dogs’ perspectives. From guiding product development to overseeing charitable giving, the Chairdog ensures that dogs are treated as co-owners and advisors, not just customers.
A New Chapter: “Co-Owned by Dogs”
BARK in the Belly and the Chairdog initiative are the first steps in what BARK is calling its “Co-Owned by Dogs” brand evolution. This bold approach reframes the company’s relationship with pets, positioning dogs as literal decision-makers who have a seat at the table.
To celebrate this milestone, BARK is planning BARK Live, a special event in New York City this fall where fans can preview the new food recipes, learn more about the philanthropic mission, and even meet Hendrix, the first Chairdog.
Availability and Special Offers
Starting August 26, BARK in the Belly will be available exclusively on bark.co. To encourage adoption of the new line, BARK is offering a special promotion: new BarkBox and Super Chewer subscribers who sign up for 6- or 12-month plans will receive a free month of BARK in the Belly food.
Later this fall, the premium recipes will expand to Amazon and Chewy, giving pet parents more ways to participate in the mission. Over the next year, BARK plans to roll out toppers, treats, and dental products under the BARK in the Belly brand, broadening the impact while continuing to prioritize both canine nutrition and hunger relief.
Why It Matters
The launch of BARK in the Belly represents more than just another addition to the crowded pet food market. It is an example of how a company can use its scale and brand recognition to create meaningful change.
The pet industry is booming, with billions spent annually on food, toys, and services. Yet, millions of dogs still go hungry or depend on underfunded shelters for survival. By redirecting all profits from this line into hunger relief, BARK is addressing a critical gap while reinforcing the bond between pet parents and their dogs.
For dog lovers, choosing BARK in the Belly means more than feeding their own pup a nutritious meal. It means helping feed another dog who might otherwise go without. It transforms a simple act of purchasing pet food into a statement of compassion and solidarity with the broader canine community.
