chippinpet.com
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Chippin: The Bug-Eating Dog Food Startup
How a $2.3M revenue startup is disrupting pet food with cricket and carp
Chippin isn't your average kibble brand—it's a 15-person team betting that your dog will eat crickets. With $2.3M in revenue and a mission to replace beef with planet-friendly proteins, they're challenging the $100B pet food industry from the bottom up.
"They're not selling dog food—they're selling a guilt-free conscience for pet owners who care about the planet."
The Eco-Conscious Pet Parent
Chippin targets a specific demographic: millennial and Gen Z dog owners who view sustainability as non-negotiable. Their 3,853 monthly visitors aren't just browsing—they're searching for 'chippin dog food' (170 monthly searches) and explicitly seeking alternatives to traditional beef-based diets. This is a high-intent, values-driven audience willing to pay premium prices for ethical products.
The Protein Pivot Strategy
Chippin's product lineup tells a strategic story: Start with familiar formats (jerky, wet food) but swap in unfamiliar proteins (silver carp, cricket, spirulina). They've lowered the adoption barrier by keeping the texture and format consumers expect, while changing the source. This 'Trojan Horse' approach to alternative proteins is smart—dogs don't care about the protein source, but owners do, and Chippin solves both the pet's palate and the owner's conscience.
The company's tech stack reveals a lean, modern operation. Built on Shopify (evidenced by the blog subdomain and checkout structure), they leverage PWA capabilities for mobile optimization and Tailwind CSS for rapid development. Their 48% organic traffic share suggests strong SEO fundamentals, likely driven by their blog content about 'silver carp protein' and educational content about alternative proteins. However, their global rank of #4.3M indicates they're still in early growth stages.
- Wild-caught silver carp fish (invasive species management + protein)
- Human-grade cricket protein (requires minimal water/land)
- Vegan spirulina algae (complete amino acid profile)
- Made in USA with veterinarian-formulated recipes
The Pet Food Revolution Is Here
Chippin proves that sustainable pet food can be a viable business, not just a mission statement. With $2.3M in revenue and a clear product-market fit among eco-conscious pet owners, they're positioned to scale—if they can crack the distribution challenge that plagues most DTC pet brands.
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Chippin | Pet nutrition powered by planet-friendly proteins
Developed with veterinarians, Chippin dog food and dog treats feature all-natural, eco friendly proteins like wild-caught silver copi fish, human-grade cricket, and vegan spirulina. Gut healthy recipes are hypoallergenic, delicious, and packed with omega-3s. Sustainably sourced. Made in USA.
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About chippinpet.com
Developed with veterinarians, Chippin dog food and dog treats feature all-natural, eco friendly proteins like wild-caught silver copi fish, human-grade cricket, and vegan spirulina. Gut healthy recipes are hypoallergenic, delicious, and packed with omega-3s. Sustainably sourced. Made in USA.
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Technology Stack
chippinpet.com uses 32 technologies across their website including Font Awesome, Adobe Fonts, hCaptcha, HSTS, cdnjs, and more.
Fonts
Font Awesome, Adobe Fonts, Google Fonts
Security
hCaptcha, HSTS, reCAPTCHA
CDN
cdnjs
Cloud & Hosting
Amazon S3, Amazon Web Services, AWS CloudFront, Cloudflare
Email Marketing
Klaviyo
Advertising
Microsoft Ads, LinkedIn Insight Tag, Facebook Pixel
Traffic & Audience
chippinpet.com receives approximately 3.9K monthly visitors and ranks #4,351,451 globally. The website has a bounce rate of 35% with visitors viewing an average of 1.9 pages per visit. Users spend an average of 0:22 on the site.
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