Better Choice Company Inc. (BTTR) operates as a dedicated animal health and wellness enterprise. The company offers an extensive selection of products for dogs, cats, and their owners, spanning naturally formulated kibble and canned foods, freeze-dried raw dog foods and treats, and even vegan options for dogs. Beyond nutrition, their portfolio also includes various oral care solutions, dietary supplements, toppers, dental products, chews, and grooming essentials. These offerings are brought to market under the well-known Halo and TruDog brand names. Better Choice Company Inc. distributes its merchandise through its own online platforms, various online retailers, and specialized pet stores. With a global presence, the company conducts business in the United States, Canada, China, and broader Asia. Founded in 1986 and headquartered in Tampa, Florida, the firm rebranded to Better Choice Company Inc. on March 11, 2019, having previously operated as Sports Endurance, Inc.