Greenies Logo

The story of Greenies started in 1996 when, in Kansas City, Missouri, residents Joe and Judy Roetheli dealt with their dog Ivan’s foul breath. As a chemist by training, Joe Roetheli decided to create a solution to this problem and improve dogs’ health.

The Roethelis developed the first iteration of their dental treats, a chewable dog treat in the shape of a toothbrush, in 1998, following years of research and development. The distinct form and texture were intended to remove tartar and plaque from dogs’ teeth while they chewed.

Joe and Judy formally established S&M NuTec, LLC in 2000 to manufacture and market their product. It was first offered for sale in veterinarian offices and little pet stores. Due to its efficacy and appeal among dogs, the chew soon established a name among doctors and pet owners.

2003 was a pivotal year for the company. The Veterinary Oral Health Council (VOHC) approved the product that year, greatly increasing consumer confidence and fostering the brand’s expansion. This endorsement attested to the product’s potency in preventing dog plaque and tartar.

By 2005, their product was the fastest-growing American pet care market item. The company started creating items for cats and expanded its product line by adding several sizes of chews for dogs of all kinds and ages.

However, in 2005–2006, the brand encountered a significant obstacle. Reports of dogs who consumed the treats and developed digestive problems, some of which required surgery, resulted in lawsuits and bad media publicity.

In 2006, the corporation made major efforts to enhance the product’s formula in reaction to these issues. A new variety was created to make the treats easier to digest and dissolve in dogs’ stomachs. The manufacturer made the product’s usage instructions more explicit on the box.

That same year, a big development happened: Mars, Incorporated bought the business and added dental treats to its pet food line. This acquisition made new distribution and product development opportunities possible.

After being acquired by Mars, the company kept coming up with new ideas and expanding its line of products. It first produced treats in 2008, catering to cats’ unique oral health requirements.

In the ensuing years, the brand evolved, releasing new flavors and product designs. The corporation made large investments in R&D to increase the efficacy and security of its products.

The product line continued to grow throughout the 2010s. Specialized products were produced for dogs with particular needs, such as chews with components that strengthen joints and chews designed to help dogs lose weight.

A brand-new product line, Pill Pockets, debuted in 2016. These unique snacks were created to facilitate the administration of drugs to pets. They included a unique pocket for concealing pills or capsules with a comfortable touch. This discovery greatly streamlined administering medication to pets, which doctors and pet owners greatly welcomed.

The company increased the scope of its cat food offering by releasing “Feline Dental Treats” in various flavors and forms in 2018. These snacks were created especially to satisfy the particular requirements of feline dental health and flavor and texture preferences. Cats immediately liked the new line’s flavors, which included chicken and salmon.

In 2019, a global campaign to increase awareness of the value of pet dental health was launched. The program featured free dental health examinations for pets in collaboration with veterinary clinics and educational materials for pet owners.

In 2021, a brand-new product line called “Natural Dental Treats” was introduced. This series was created in response to the increased demand from consumers for more natural pet products. “Natural Dental Treats” did not include artificial tastes or colors and only used substances that came from natural sources.

The company increased its online visibility by releasing the “Dental Health Tracker” mobile app in 2022. This app allows pet owners to monitor their animals’ dental health, receive dental care reminders, and place direct product orders.

A brand-new product range was debuted in 2023 under “Smart Bites.” This ground-breaking series supported pets’ general health by combining dental care with extra nutrition. “Smart Bites” included nutrients for immune system support, skin and coat health, and dental care elements. This launch was in line with the expanding trend of multipurpose pet products.

The corporation increased its footprint throughout Latin America and Asia by customizing its products to meet regional standards and preferences. Part of this expansion was creating new flavors and formats, especially for these markets.