Chicago, IL, March 20, 2025 — Determined to do good, deliciously, Shameless Pets unveils a comprehensive rebrand reflecting its expanded mission to support US farmers and make the most of all harvests, minimize plastic use, and harness renewable energy in their pet treat production. The new look comes just in time for the Global Pet Expo held in Orlando, FL, late March and will begin shipping in April-May.
Shameless Pets transforms imperfect whole foods—nutritionally identical to their “pretty” counterparts—into healthy, sustainable pet treats. By using the surplus from a harvest or the produce that doesn’t meet retail store’s cosmetic standards, Shameless Pets actively combats the systemic 73.9 million ton problem of food waste in the US equating to 31% of the total food supply and accounting for approximately 8% of all human-caused greenhouse gas emissions.* “We’re determined to do good for pets, our planet, and people—and do it deliciously,” says James Bello, Founder and CEO. According to Project Drawdown, the global leader in ranking climate solutions, preventing food waste is the single most effective solution to prevent global warming.** “Our rebrand reflects our commitment to high-quality, sustainable treats that benefit pets, farmers, and the environment. We partner with renewable energy manufacturers, use 88% PCR in our packaging, and source each ingredient with intention and responsibility.”
Shameless Pets worked with Marketing By Design (MBD) in Beverly, Massachusetts to transform their entire portfolio of snacks for dogs and cats including soft baked treats, dental sticks, crunchy biscuits, responsibly sourced protein jerky, and crunchy cat treats. Shameless Pets gave MBD a tall order to express a fresh modern approach to sustainably-made products while showcasing farm-fresh pumpkins, sweet potatoes, blueberries, or catnip and ensuring the design feels as joyful as that moment of giving a treat.
“This transformation wouldn’t have been possible without the talent and dedication of our design partners at MBD and their ability to translate our vision. We are grateful to the team and excited about the future of our brand with this fresh new look,” adds Jean Lizotte, Chief Growth Officer. “Doing good for our planet shouldn’t come with the expense of not enjoying treating our pets – we want to make sure our products are a win-win. Join our tasty revolution where every bite benefits farmers, our food system, and the pets and planet we love,” adds Bello. “Together, we can make a positive impact by consuming all that we grow, while feeling great about the treats we give our best friends.”