VitaPet
VitaPet is Masterpet's flagship grocery treat brand and the best-selling dog-treat range in Australian supermarkets. The line leans on real-meat-first recipes (chicken, duck, salmon and beef) across tenders, sticks, jerky, rawhide-alternative Chewz and puppy pocket trainers, with no artificial colours or flavours called out on pack. These are everyday, affordable rewards you can grab on the weekly shop, sold through both major supermarkets and the big pet chains. They sit comfortably in the accessible mainstream tier rather than the premium single-ingredient end of the market.
Scored by the Pet Reviews independent review board
Independent scoring · Updated June 2026 · Not veterinary advice
Overall score
Weighted across six areas · /100
- 0
- Value
- 0
- Ingredients
- 0
- Transparency
Brand facts
- Ownership
- Masterpet Australia, owned by EBOS Group (New Zealand)
- Country of manufacture
- Made in Thailand and China for the Australian/New Zealand market (imported); brand based in Australia/New Zealand
- Retailer relationship
- Independent — widely stocked
- Product types
- Treat
- Price tier
- Mid-range ($$)
- Overall score
- 74/100 · Good
VitaPet is a strong choice if…
- ✓Budget-conscious owners who want real-meat treats on the weekly supermarket shop
- ✓Everyday training and reward sessions across all dog sizes
May not be the best fit if…
- —You specifically want single-ingredient, human-grade or Australian-made treats
- —Your dog needs strictly grain-free across every format
The VitaPet range
Cost / day
$0
~15kg adult
Cost / feed
$0
2 meals/day
Price / kg
$74.75/kg
0.2kg bag
First ingredient
Chicken meat (97%)
Protein
0%
A real-meat, high-protein jerky-style tender that most dogs go nuts for and that is easy to find on the weekly shop.
Cost / day
$0
~15kg adult
Cost / feed
$0
2 meals/day
Price / kg
$89.50/kg
0.1kg bag
First ingredient
Chicken meat (92%)
Protein
0%
A softer, chewier take on the chicken tender that suits puppies and senior dogs with gentler teeth.
Cost / day
$0
~15kg adult
Cost / feed
$0
2 meals/day
Price / kg
$79.50/kg
0.1kg bag
First ingredient
Chicken meat (inner fillet)
Protein
0%
VitaPet's JerHigh-branded chicken jerky is a tender, aromatic reward that lands well as a special-occasion treat.
Cost / day
$0
~15kg adult
Cost / feed
$0
2 meals/day
Price / kg
$79.50/kg
0.1kg bag
First ingredient
Duck breast fillet (97%)
Protein
0%
A novel-protein duck tender that is great for variety and for dogs that fancy something beyond chicken.
Cost / day
$0
~15kg adult
Cost / feed
$0
2 meals/day
Price / kg
$74.38/kg
0.08kg bag
First ingredient
Salmon
Protein
0%
Bite-sized salmon sticks rich in omega-3 that make a tasty, affordable training reward.
Cost / day
$0
~15kg adult
Cost / feed
$0
2 meals/day
Price / kg
$79.50/kg
0.1kg bag
First ingredient
Chicken meat
Protein
0%
A breakable, low-calorie chicken stick that is purpose-built for everyday training repetition.
Cost / day
$0
~15kg adult
Cost / feed
$0
2 meals/day
Price / kg
$53/kg
0.15kg bag
First ingredient
Chicken meat (69%)
Protein
0%
A fun, longer-lasting BBQ-style chew made from real chicken that keeps dogs happily occupied.
Cost / day
$0
~15kg adult
Cost / feed
$0
2 meals/day
Price / kg
$85/kg
0.07kg bag
First ingredient
Chicken
Protein
0%
Tiny, chicken-based training morsels sized perfectly for puppy reward sessions.
Where to buy VitaPet
Prices vary by retailer and change with sales, member and subscription pricing — always compare price per kg. Pricing on this site is a guide only, and nothing here is veterinary advice.
Read our full VitaPet review
Score breakdown, pros and cons, who it's best for, price comparison across retailers and the best alternatives — the editorial verdict in full.