A Message From Our CEO

Waggin Train created the muscle meat jerky treat category on a single promise: every dog needs real protein. Waggin Train's mission is to deliver that without compromise. For over 20 years, we've done just that.

We didn't create this category by doing what everyone else does, and the next stage of Waggin Train's journey operates on that principle. New packaging, new products, and a new sub-brand, all built on the same foundation as our classic jerky tenders.

(Re)Introducing Waggin Train Signature

Waggin Train is the home of the original chicken jerky treat, and it always will be. All of our jerky tender treats can now be found under Waggin Train Signature, named for the treats that put us on the map and still define what we stand for. That means high protein from whole muscle meat, strict quality standards, and no ingredients that don't serve your dog's needs. We don't change what works, especially not when it works so well.

Every product under the Signature umbrella shares this foundation. Waggin Train’s first new addition to Signature is single-ingredient freeze-dried dog treats, available in chicken, duck, and beef flavors. Freeze-dried treats are a natural fit for a brand built on protein-first and limited ingredients. Where the trail leads, we follow.

And where the trail led us next was a new look.

We've always stood by what's in our bag, but the bag itself had stopped doing the product justice. It faded into the background. We wanted the packaging to reflect the quality of the product inside it and tell people exactly who we are and what they could expect.

To get it right, we went back to our roots and updated our original Western branding for modern sensibilities. It reflects our principles, not just what we look like. They're the same ones we've always operated by: do what's right, not what's easy. Forge your own path. And keep heading west.

The New Frontier

That same momentum led us to Waggin Train Frontier. Like Signature, Frontier brings protein-forward dog treats that speak to the dog's needs, not the shopper's heartstrings. New products and new formats, for different customers and different channels.

Frontier has the same bones as Signature, but it needed a distinct voice. We found it by looking back at the original packaging that inspired Waggin Train's new look: the cartoon cowdog and his dog, about to share a tender together. Cheeky, playful, and impossible to ignore.

New as it is, Frontier is a direct descendant of the original Waggin Train packaging. It's designed to stop you in the aisle and reward curiosity with a little treat.

A Final Word

The relationship between dogs and people is one of the oldest things we have. What we feed them is an expression of how we value that, and a good treat should honor it without getting in the way of it. That’s the north star that Waggin Train navigates by.

The rebrand, Signature, and Frontier are us putting that belief into action. Together, they communicate clearly who we are, what we stand for, and the role we're here to play, not just in the treat aisle but in the broader conversation about what dogs deserve.

We're proud of what this brand has built over twenty years, and we're just as excited about where it goes next. We hope you'll come along for the ride.

Happy trails & happy tails,

Trey Steidle
CEO, Simply Protein for Pets