Rosewood is redefining the collagen dog treat category, building on its position as one of the brands that helped establish collagen as a recognised functional ingredient in pet treats and now taking the segment into its next phase with a refreshed, more shopper-friendly range.

Functional treats are no longer a niche purchase; increasingly, they are becoming part of a daily ritual for pet owners looking to do more for their animals’ long-term wellbeing. Collagen in particular is already well established in human health. The UK human collagen supplement market is now worth an estimated £250m annually*, with demand driven by mobility, skin health and healthy ageing, and that awareness is increasingly transferring into pet care. As pets are treated more like family members, owners are seeking the same wellness-led benefits for their dogs and cats, making collagen one of the fastest-emerging functional ingredients in the category.

Rosewood’s response is a Collagen treat range that gives owners more confidence in choosing treats that feel relevant to their dog’s stage of life. This is particularly timely as the large cohort of Covid-era dogs moves into its senior years, creating growing demand for products that combine enjoyment with everyday support.

At the heart of the launch is a clear commercial opportunity: making affordable, benefit-led collagen treats available to everyday pet owners. As premium health becomes more mainstream, Rosewood is bringing scientifically backed collagen treats to market at accessible price points, with products ranging in RRP between £2.50 and £3.50, giving retailers a strong value story in one of the fastest-growing areas of pet care.

Supporting the launch is a bold rebrand shaped by detailed market research and voice-of-customer insight, with inspiration taken from the human collagen and supplements sector. The refreshed packaging has been designed to create stronger standout on shelf and make the range easier to shop, using brighter graphics, globally recognised icons and resealable, easy-tear pouches.

Rosewood is also strengthening its category leadership through unique collagen production methods that provide a point of differentiation competitors cannot easily replicate. Rather than taking a simple one-step approach, the process involves creating the collagen element and the meat-based sauce separately, before coating the collagen stick and then putting the product through further drying and quality-control stages. That more layered method helps Rosewood balance functionality with taste appeal and texture, creating a product that works as both a health-supporting treat and a more enjoyable eating experience.

Those benefits are brought to life through tailored formats across the range. For younger dogs, Junior Dino Treats are playful dinosaur-shaped chews made with flavourful meat and natural collagen, developed for smaller mouths and designed to be gentle on gums and teeth, while helping support healthy teeth, gums and developing joints. For older dogs, the Senior range includes Heart Rolls of Collagen, developed with gentler textures for ageing teeth and made with tasty chicken and natural collagen to help support joint health, mobility and overall wellbeing in later years.

Commenting on the launch, Chris Brough, Rosewood MD, said: “We’re very proud of this launch. The team has put a huge amount of work into developing a range that brings together affordable daily wellness, stronger shelf standout and real innovation in collagen treats. We know pet owners are increasingly looking for treats that do more, whether that’s supporting joints, mobility, skin and coat, or overall wellbeing, and this range has been designed to meet that need at price points that feel accessible. It’s an exciting step forward not just for Rosewood, but for the category as a whole.”

As a result, Rosewood Collagen is not just participating in the treats-with-benefits trend, it is helping define where the category goes next.

The Rosewood Collagen range officially launches at PATS, 27th–29th September, at the NEC on the Rosewood Pet Products stand O30.

*https://www.mordorintelligence.com/industry-reports/united-kingdom-collagen-market