VitaPet
VitaPet is a genuinely convenient, well-priced everyday treat range that most dogs love, with real meat listed first on its tenders and sticks and broad availability in supermarkets and pet stores. Labels are simple but multi-ingredient and the range is imported rather than Australian-made, so shoppers chasing single-ingredient or human-grade transparency will find cleaner options elsewhere; for accessible training rewards and snacks it earns its shelf space. Feed these as an occasional treat alongside a complete and balanced diet, keeping treats to no more than about 10% of your dog's daily calories. Not veterinary advice.
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 · /100
Good
Weighted across six areas
- 0
- Value
- 0
- Ingredients
- 0
- Transparency
- Overall score
- 0/100
- Value score
- 0/100
- Ingredient quality
- 0/100
- Transparency
- 0/100
Our verdict
VitaPet is a genuinely convenient, well-priced everyday treat range that most dogs love, with real meat listed first on its tenders and sticks and broad availability in supermarkets and pet stores. Labels are simple but multi-ingredient and the range is imported rather than Australian-made, so shoppers chasing single-ingredient or human-grade transparency will find cleaner options elsewhere; for accessible training rewards and snacks it earns its shelf space. Feed these as an occasional treat alongside a complete and balanced diet, keeping treats to no more than about 10% of your dog's daily calories. Not veterinary advice.
How VitaPet scores
Every brand runs through the same 100-point model. Each area below is weighted by importance — price and ingredients carry the most.
Ownership & transparency
- 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 across retailers
Pros & cons
What works
- Real meat listed as the first ingredient on tenders and sticks (often 90-97% meat)
- Outstanding availability - stocked in both major supermarkets plus pet chains
- Affordable everyday pricing with frequent supermarket specials
- Wide variety of proteins and formats (chicken, duck, salmon, beef; tenders, sticks, jerky, Chewz, puppy treats)
Watch-outs
- Multi-ingredient labels rather than the single-ingredient recipes of premium ranges
- Imported (Thailand/China) rather than Australian-made
- Some lines are higher in calorie density, so portion carefully for small dogs
Who it's for
Best for
- Budget-conscious owners who want real-meat treats on the weekly supermarket shop
- Everyday training and reward sessions across all dog sizes
Look elsewhere if
- You specifically want single-ingredient, human-grade or Australian-made treats
- Your dog needs strictly grain-free across every format
Which VitaPet product should you buy?
VitaPet treats are an occasional reward, not a meal — keep them to about 10% of your pet's daily calories. Here's the exact pack to reach for depending on what you need it to do.
Chicken Tenders Dog Treats 200g
Buy this if you want the brand's strongest all-rounder: a real-meat, high-protein jerky-style tender that most dogs go nuts for and that is easy to find on the weekly shop.
From $14.95
Duck Tenders Dog Treats 100g
Buy this for the best cost per treat in the dog range — the economical pick if it's part of the daily routine.
From $7.95
Soft Chicken Tenders Dog Treats 100g
Buy this for training: small, high-value rewards you can hand out often without overdoing the daily treat allowance.
From $8.95
Salmon Sticks Dog Treats 80g
Buy this when you want to keep a dog happily occupied — a longer-lasting chew for downtime and boredom.
From $5.95
Pocket Trainer Puppy Treats 70g
Buy this for younger dogs — a gentler, appropriately sized reward for puppy training and socialising.
From $5.95
Key VitaPet products we rate
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
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
$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.
Every VitaPet product, ranked & reviewed
All 8 VitaPet products, ranked by our independent score, each with its own review and live price comparison across retailers. Tap any product for the full breakdown.
Chicken Tenders Dog Treats 200g
From $14.95
Duck Tenders Dog Treats 100g
From $7.95
Soft Chicken Tenders Dog Treats 100g
From $8.95
JerHigh Chicken Jerky Tender Dog Treats 100g
From $7.95
Salmon Sticks Dog Treats 80g
From $5.95
Pocket Trainer Puppy Treats 70g
From $5.95
Chicken Sticks Dog Treats 100g
From $7.95
Chewz BBQ Rack of Ribs Dog Treats 3 Pack
From $7.95
Best & weakest value in the range
VitaPet Chicken Tenders Dog Treats 200g
A real-meat, high-protein jerky-style tender that most dogs go nuts for and that is easy to find on the weekly shop.
VitaPet Chewz BBQ Rack of Ribs Dog Treats 3 Pack
Lower-scoring on our value-and-quality blend at $53/kg. Compare carefully on cost per day before choosing it over the rest of the range.
Price across retailers
Everyday pricing for VitaPet key products is a guide and can change. The cheapest retailer can shift with sales, member and subscription pricing — always check price per kg before you buy.
Lowest everyday price in this table. Prices are a guide and can change.
Retailers that stock VitaPet
Alternatives to VitaPet
Premium · Good
A likeable, well-made Australian treat range, strong on dental and freeze-dried. But it lands a clear step below a single-ingredient range like The Paw Grocer: most of these are compound recipes with added binders and ingredients, and you pay a premium per treat for that broader formulation. A good everyday choice — just not the purest or simplest. Feed alongside a complete diet. Not veterinary advice.
Budget · Average
A convenient, affordable daily dental chew that dogs love and you can buy anywhere — a reasonable part of a dental routine, especially if brushing is a battle. Just know it's a cereal-based compound treat rather than a single-ingredient one, and count the calories. For a purer treat look at The Paw Grocer; for grain-free dental, Bell & Bone. Daily dental chews complement brushing and vet checks, they don't replace them.
Budget · Good
Schmackos is a fair-value, Australian-made everyday treat brand that does exactly what it sets out to do: cheap, palatable, easy-to-break rewards that most dogs adore. The trade-off versus premium single-ingredient ranges is label transparency, with broad "meat and meat by-products" lists and added sugars and humectants, so dogs who need cleaner labels will do better elsewhere. Like all treats, feed them in moderation as no more than about 10% of daily calories alongside a complete and balanced diet. Not veterinary advice.
Final verdict on VitaPet
VitaPet is a genuinely convenient, well-priced everyday treat range that most dogs love, with real meat listed first on its tenders and sticks and broad availability in supermarkets and pet stores. Labels are simple but multi-ingredient and the range is imported rather than Australian-made, so shoppers chasing single-ingredient or human-grade transparency will find cleaner options elsewhere; for accessible training rewards and snacks it earns its shelf space. Feed these as an occasional treat alongside a complete and balanced diet, keeping treats to no more than about 10% of your dog's daily calories. Not veterinary advice.
VitaPet FAQs
VitaPet scores 74/100 overall (Good) on our 100-point model, with a value score of 82/100. VitaPet is a genuinely convenient, well-priced everyday treat range that most dogs love, with real meat listed first on its tenders and sticks and broad availability in supermarkets and pet stores. Labels are simple but multi-ingredient and the range is imported rather than Australian-made, so shoppers chasing single-ingredient or human-grade transparency will find cleaner options elsewhere; for accessible training rewards and snacks it earns its shelf space. Feed these as an occasional treat alongside a complete and balanced diet, keeping treats to no more than about 10% of your dog's daily calories. Not veterinary advice.
Across the retailers we track, Woolworths currently shows the lowest everyday price on a key VitaPet product. Prices are a guide and can change often, so compare price per kg and member or subscription pricing before you buy. See our full price comparison above.
Worth comparing carefully against Bell & Bone, Pedigree DentaStix, Schmackos. Each sits in a similar tier; check cost per day and ingredient quality for your dog's size and needs.
Within the range we rate, VitaPet Chicken Tenders Dog Treats 200g scores best on our value-and-quality blend. Match the bag size to your dog's daily serve so you are comparing cost per day, not just sticker price. This is general information, not veterinary advice.