Jay’s Pet Butter made a memorable appearance on season 15 of Shark Tank. Founded by renowned bodybuilder Jay Cutler and his business partner Brandan Fokken, the product is looking to break into the lucrative pet care market. They didn’t get a deal but Jay’s Pet Butter is worth an estimated $1 million.
Founding Story
The genesis of Jay’s Pet Butter lies in Cutler’s passion for pets and Fokken’s expertise in fitness and nutrition. They combined their knowledge to create a product that offers a nutritious and delicious treat for pets of all breeds and ages.
The product’s distinguishing feature is its health benefits, made from natural ingredients without any artificial additives. Brandan already operates his own peanut butter company called Fokken Nuts Peanut Butter. He’s Fokken nuts about peanut butter! Cutler’s five million plus followers on Instagram has helped develop momentum but the guys need help take it to the next level.
The product is available to buy on jayspetbutter.com and currently sells four different flavors such as Blueberry and Sweet Potato and Bacon Bits. A single jar ranges from $13.99 to $14.99 for a 16oz jar. Jay’s Pet Butter prices are relatively expensive but claims to provide premium quality.
Getting on to Shark Tank
With 40,000 companies applying for Shark Tank every year, it’s rare to see a celebrity come looking for money. Cutler is worth around $30 million and clearly he’s motivated by more than money! The guys delivered a professional pitch and were well-rehearsed. They made the right decision to turn down Kevin’s royalty deal as it would take too much cash out of the business.
After Shark Tank
Following its Shark Tank episode, Jay’s Pet Butter got a nice boost in sales and brand visibility. When we checked their website, two flavors were sold out on the night it aired. With the publicity from Shark Tank and Cutler’s large following, the company should have made at least $100,000 in sales.
Peanut butter for pets may be a small niche but competition is strong. According to an article Doglab.com on the three healthiest brands, Jay’s Pet Butter didn’t feature so it has work to do!
Given that they only sell four flavors, the duo will be looking to expand the product line and cater to a broader range of pet dietary needs. The founders’ commitment to quality and understanding of pet nutrition will be key factors in the future growth.
Spending $14 on peanut butter for a dog may seem strange to non-pet owners but certain people will happily pay this kind of money to treat their pet. APPA reported that Americans spent $136.8 billion on their pets in 2022! The brand joins an exclusive list of peanut butter businesses to appear on the show including Nuts ‘N More and Wild Squirrel Nut Butter.
