Old Mother Hubbard marks 100 years with Milk Bar treat launch

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Wellness Pet Company is marking the 100th anniversary of its Old Mother Hubbard brand with a limited-edition collaboration with dessert company Milk Bar. Announced May 5, 2026, the product is Wellness Old Mother Hubbard Milk Bar P’Nutty B-Day Party, an oven-baked dog biscuit made with peanut butter and topped with dog-safe vanilla yogurt icing. The launch ties a centennial brand milestone to the growing market for celebration-focused pet treats aimed at birthdays, gotcha days, and other occasions. (prnewswire.com)

Why it matters: For veterinary professionals, the news is less about a clinical innovation than about where the pet treat aisle is heading. Brands are leaning harder into premiumization, human-food-style collaborations, and occasion-based purchasing, all of which can influence pet parent expectations around treats, indulgence, and ingredient perception. Old Mother Hubbard’s long history, dating to 1926 and tracing back to the A. Hubbard & Son bakery in Gloucester, Massachusetts, gives Wellness a heritage story that may resonate at retail and in client conversations about treats versus complete-and-balanced nutrition. (wellnesspet.com)

What to watch: Watch for whether Wellness extends the collaboration beyond a limited run, or uses the centennial campaign to deepen Old Mother Hubbard’s positioning in premium, giftable, and seasonal dog treats. (prnewswire.com)