Momentum expands Icelandic fish chew line with four new SKUs
Bottom line
Momentum Carnivore Nutrition has expanded its Icelandic fish chew range with four new peggable multipack SKUs, a move that brings the line to nine cuts and gives retailers a broader grab-and-go assortment. The Wisconsin company has been building out its air-dried fish chew business this year, first spotlighting a five-SKU bagged lineup at Global Pet Expo in March 2026, then describing the full nine-cut portfolio in April. Across its product pages and brand materials, Momentum says the chews are made from wild-caught Icelandic fish, processed the same day they’re caught, and positioned around single-ingredient, traceable sourcing. (petage.com)
Why it matters: For veterinary professionals, this is another sign that single-ingredient, fish-based treats are gaining shelf space as pet parents look for simpler labels, novel proteins, and products associated with omega-3 content. That matters in practice because veterinarians are often asked for guidance on treats for dogs with food sensitivities, calorie concerns, or dermatologic complaints. While treat launches don’t change clinical standards on their own, the growing availability of fish-based chews may give clinics and pet parents more options when they’re trying to avoid common proteins like chicken or beef. (momentumcn.com)
What to watch: Watch for whether Momentum pushes the expanded fish-chew line further through independent retail and trade-show distribution following its 2026 Global Pet Expo showcase. (petsplusmag.com)
Momentum Carnivore Nutrition is widening its Icelandic fish chew business with four new peggable multipack SKUs, extending the assortment to nine cuts and giving retailers a more complete air-dried fish chew set. The launch was first reported by Pet Age, and it fits with the Wisconsin company’s recent push to package fish chews in retail-ready formats aimed at easier merchandising. (petage.com)
The move builds on a broader brand evolution already underway. Momentum describes itself as a family-owned Manitowoc, Wisconsin company focused on freeze-dried treats, toppers, and chews, with roots stretching back decades and an ownership expansion in 2022 that added pet industry sales partners from Packer Mellem Sales. In recent years, the company has emphasized support for independent pet retailers while broadening its product mix beyond freeze-dried items. (momentumcn.com)
The fish chew story appears to have unfolded in stages. In March 2026, Momentum highlighted a five-SKU “Air-Dried Bagged Fish Chew” line at Global Pet Expo: Cod Fingers, Tiny Cod Twists, Diced Cod Bites, Haddock Chews, and Long Cod Chew. By April 21, 2026, the company’s own blog said the Icelandic fish chew lineup had grown to nine cuts, adding Short Cod Twists, Short Cod Flatties, Short Cod Chews, and Wolffish Flatties. Momentum says the products are sourced from Icelandic fisheries, processed the same day they’re caught, and sold as single-ingredient chews in consumer-friendly retail bags. (petage.com)
Product positioning is central to the launch. On its Cod Fingers page, Momentum says the chews are made from 100% cod skin, are grain-free and gluten-free, and are intended for supplemental feeding with supervision. The company also leans heavily on traceability and sustainability claims, including sourcing from sustainably managed Icelandic waters and traceability to the fishery level. Those messages align with a wider premium-treat playbook in pet specialty, where provenance, limited ingredients, and functional halo benefits increasingly drive merchandising. (momentumcn.com)
Industry reaction, while limited in direct quote form, points in the same direction. Coverage tied to Global Pet Expo 2026 described treats as one of the show’s most active categories, with strong momentum behind single-ingredient treats, seafood proteins, and air-dried or freeze-dried formats. PetfoodIndustry specifically noted Momentum’s focus on fish-based air-dried chews, including cod and haddock, as part of that trend. That doesn’t prove demand on its own, but it does suggest the company is launching into a category that buyers are already watching closely. (petfoodindustry.com)
Why it matters: For veterinary professionals, the significance is less about one brand and more about what it signals in the treat aisle. Clinics are routinely asked to weigh in on treat selection for dogs with suspected food sensitivities, elimination diet histories, obesity risk, or skin and coat concerns. A larger pool of fish-based, single-ingredient chews may be useful for some pet parents, especially when they’re trying to avoid more common animal proteins. At the same time, veterinarians will still need to remind clients that “limited ingredient” and “natural” are merchandising terms, not guarantees of suitability for every patient, and that chews should be considered within the pet’s total caloric intake and chewing safety profile. (momentumcn.com)
There’s also a retail-practice angle. Momentum’s emphasis on peggable bags and independent retail support suggests these products are designed for visibility in specialty stores, where veterinary recommendations can influence what pet parents buy next. If fish-forward treats continue gaining traction, clinics may see more questions about novel proteins, omega-3 claims, and whether air-dried chews are appropriate for specific patients. That makes staff education around treat counseling, label reading, and safe chew use more relevant, not less. (petage.com)
What to watch: The next signal will be distribution and staying power: whether Momentum secures broader placement for the expanded nine-cut line after its Global Pet Expo debut, and whether competitors continue to add fish-based, single-ingredient chews as air-dried treats remain a growth theme in pet specialty. (globalpetexpo26.mapyourshow.com)