Puppy Cake is an American pet food and treats brand — best known for its dog-friendly birthday cake mixes and bakery-style treats made from natural, wheat-free ingredients. The brand gained widespread recognition after appearing on the hit US entrepreneurship show Shark Tank, where founder Kelly Costello pitched the concept to the investor panel.
| Brand Name | Puppy Cake |
| Founder | Kelly Costello |
| Type | Private company — independent pet food brand |
| Founded | 2009 — USA |
| Known For | Dog birthday cake mixes, wheat-free dog treat mixes, Pup-Peroni-style snacks |
| Shark Tank Appearance | Season 2 (2011) — deal offered by Barbara Corcoran |
| Sold At | Amazon, PetSmart, Petco, independent pet stores (USA) |
Who Owns Puppy Cake?
Puppy Cake is owned and operated by its founder Kelly Costello — a private, independent pet food entrepreneur based in the United States. After appearing on Shark Tank Season 2 in 2011 and receiving an offer from investor Barbara Corcoran (the exact deal terms and whether the deal closed post-show vary per reporting), Kelly continued to grow Puppy Cake as an independent business. The company is not publicly traded and has no major corporate conglomerate owner — it remains a founder-led small business in the growing pet humanisation market.
The Pet Humanisation Trend Behind Puppy Cake
Puppy Cake taps into the pet humanisation trend — the growing consumer behaviour of treating pets as family members and celebrating milestones (birthdays, adoptiversaries) with human-style products. The US pet industry exceeded $150 billion in annual spending as of 2024, with premium treats and “functional” pet foods among the fastest-growing segments. Puppy Cake’s core product — a dog birthday cake mix made from dog-safe, wheat-free ingredients in flavours like peanut butter and banana — became a viral novelty item. The product is stocked at major US pet retailers (PetSmart, Petco) and sold on Amazon, giving it nationwide distribution.
