How to Start a Private Label Dog Treat Brand in Europe
Published 1 November 2025
Starting a private label dog treat brand in Europe is more accessible than most founders think. The blocker is usually MOQ, not capability. Here's the realistic path.
1. Pick your positioning before your recipe
Natural, single-ingredient, grain-free, training-focused, breed-specific, pick a position your packaging can defend in one sentence on a retail shelf.
2. Find a low-MOQ EU manufacturer
Most European private label suppliers ask for 2,000–10,000 units. A small number (Walleros included) start at 50. Low MOQ lets you launch without €20,000 of dead stock.
3. Order samples first
Never commit to a manufacturer without tasting (well, having a dog taste) the product. Order samples across the assortment and pick the recipes your brand can stand behind.
4. Get your packaging right
EU feed law requires specific information on every bag, feed type, responsible operator, composition, analytical constituents, additives, batch number, best-before, storage, net weight, and language compliance.
5. Launch with 50 units
Sell direct on Instagram, Shopify, and one local pet shop. Use the first batch to learn what customers ask. Reorder 500, then 1,000, then a pallet.
Ready to launch your own brand?
Order samples →