History

Happi Doggy originated from a group of dog lovers investigating the importance of canine dental health. The brand noted that while many owners understood the importance of dental hygiene, they were often less aware of its relationship to a dog’s broader health and well-being. This insight led to the development of a chew intended to make routine oral care easier and more appealing to dogs.

The brand subsequently developed a range of dental chews incorporating plant-based and functional ingredients. Its core concept combined treat + chewing activity + oral cleansing, rather than treating dental care as a separate or difficult routine.

Happi Doggy was associated with Yappy Global Pets Pte. Ltd. in Singapore. A Philippine trademark publication from 2020 records Yappy Global Pets Pte. Ltd. as the applicant for the HAPPI DOGGY mark for Class 31 pet food, with the application filed on January 28, 2019.1

The defining feature of Happi Doggy was its focus on dental chews rather than conventional snack treats. According to the brand, its chews were designed to:

• Help reduce plaque and tartar
• Freshen a dog’s breath
• Provide mechanical cleansing while the dog chews
• Massage the gums
• Reach difficult areas around the teeth
• Provide an enjoyable alternative to conventional tooth-brushing2

The brand also promoted its products as grain-free and gluten-free, as well as rawhide-free and meat-free.14

Its dental-chew design incorporated features such as grooves, a curved form, and multiple “brush bristle” sections intended to increase contact with the dog’s teeth and gums.

Zest Dental Chew

Happi Doggy Zest was the brand’s flavour-oriented dental-chew range, marketed around making dental care more enjoyable through fruity flavours. The six documented Zest flavours were:16

1. Apple
2. Avocado
3. Milk
4. Mint
5. Orange
6. Strawberry

The brand stated that Zest chews were enriched with its Active Plus formulation and were intended to help with plaque, tartar, and breath freshness.

Care Dental Chew

The Happi Doggy Care range expanded the concept beyond basic dental cleaning by pairing the dental chew with ingredients marketed for specific areas of canine wellness. Documented variants included:

• Pumpkin & Mountain Yam — Digestive Support3618
• Rosehip & Okra — Hip & Joint Support4
• Turmeric & Shiitake — Immune Support15
• Honey & Coconut Oil — Skin & Coat Support5

The Pumpkin & Mountain Yam product incorporated pumpkin, mountain yam, prebiotics, and other ingredients, and was marketed for digestive support. The Rosehip & Okra formulation was positioned around joint support and contained plant compounds including polyphenols and antioxidants. The Honey & Coconut Oil variant was marketed for skin and coat care, highlighting ingredients such as coconut oil, antioxidants, vitamin E, and omega-3.

Records from the Philippine Bureau of Animal Industry document several Happi Doggy specialty-feed products registered in the country, including the Care Digestive Support, Immune System, Skin & Coat Support, and Hip & Joint Support variants.

Happi Doggy’s branding emphasized natural and functional ingredients rather than a conventional meat-based dog treat. Examples of ingredients documented for its products include:

• Tapioca starch
• Powdered cellulose
• Pea flour
• Apple fiber
• Calcium citrate
• Lactobacillus acidophilus
• Pumpkin
• Mountain yam
• Perilla extract
• Prebiotics
• Eucalyptus oil

The exact formulation varies by product, so the broad statement that all Happi Doggy products contain the same ingredients would be inaccurate.

Happi Doggy’s distinctive positioning was its attempt to make preventive dental care feel like rewarding a pet. Instead of presenting dental hygiene as a chore, the brand used playful language and colourful flavours to frame the dental chew as something a dog would actively enjoy. Its marketing frequently used terms such as “doggo,” “hooman,” “pupper,” and “furry friend,” giving the brand a deliberately playful and pet-parent-oriented personality.

Its broader proposition can be summarized as dental care disguised as a treat. This helped distinguish Happi Doggy from ordinary dog biscuits, training treats, and traditional rawhide chews.

One of the brand’s most significant milestones was its recognition at the World Branding Awards – Animalis Edition 2021–2022. Happi Doggy was named a Regional Tier Brand of the Year for Singapore in the Dental Treats category.713

The World Branding Awards describes Happi Doggy as a dog dental-chew brand with a holistic approach to wellness, including dental, joint, skin, coat, and gut-related products.7

Happi Doggy products have been marketed in the Philippine pet-food market through regulated distribution channels. Records from the Philippine Bureau of Animal Industry show Happi Doggy specialty-feed products registered through Nutra Tech Biopharma Inc., with the importer listed in Silang, Cavite.

Philippine retailers have carried multiple Happi Doggy products, including the Care Immune Support, Hip & Joint Support, Skin & Coat Support, and Digestive Support variants.8920 This demonstrates that Happi Doggy was not merely an online Singaporean brand but had entered formal pet-food distribution channels in the Philippines.

A major development in the brand’s history occurred in 2024, when Happi Doggy was rebranded as Happi Skippi. The change was primarily strategic: the business had expanded beyond dog dental products and required an identity capable of representing a broader pet portfolio. The new brand introduced Catnibbs, a range of cat treats, while retaining the established dog dental-chew products.1112

The current Happi Skippi narrative describes Happi Doggy as its earlier identity, noting that the business spent more than 15 years developing pet treats before adopting the broader Happi Skippi identity.19

Under the newer identity, the portfolio includes:

• Zest Dental Chews for dogs
• Care Dental Chews for dogs
• Catnibbs treats for cats
• Just Freeze-Dried treats for dogs and cats17

Consequently, Happi Doggy is now primarily understood as the former name and legacy brand of what is currently Happi Skippi, rather than as a completely separate contemporary company.

Happi Doggy’s identity was characterized by several key themes:

• Playfulness: The name combines “Happi” with “Doggy,” while communications used deliberately cute pet-parent vocabulary.
• Wellness: Although dental hygiene was the original specialty, the brand progressively connected oral health with digestion, joints, immunity, skin, and coat health.
• Natural positioning: The brand consistently emphasized natural, wholesome, and functional ingredients, together with grain-free, gluten-free, and meat-free positioning for its dental chews.
• Convenience: The central product proposition was to make daily dental care easier than conventional tooth-brushing.
• Bonding: The brand presented treat-giving and dental care as a shared activity between pets and their owners, rather than simply as a health-maintenance procedure.

Happi Doggy’s significance within the pet-treat market lies in its specialization of the functional dental treat category. Rather than competing solely on taste, it attempted to combine the emotional appeal of a dog treat with a practical health function.

Its evolution from a dog dental-chew specialist into Happi Skippi, a broader dog-and-cat treat brand, illustrates how the business expanded its original proposition from canine oral care toward overall pet wellness and lifestyle treats.10

In brief

Happi Doggy was a Singapore-origin dog-treat brand specializing in functional dental chews. Founded around the idea that dogs’ oral care could be made easier and more enjoyable, it developed the Zest and Care dental-chew ranges, emphasizing plaque and tartar control, breath freshness, and additional wellness benefits. It received Regional Brand of the Year recognition in the 2021–2022 World Branding Awards Animalis Edition.11

In 2024, Happi Doggy was rebranded as Happi Skippi, reflecting the company’s expansion from dog dental products into a broader portfolio of treats for both dogs and cats.12

• Current identity: Happi Skippi
• Legacy identity: Happi Doggy®
• Core legacy category: Functional dog dental chews
• Origin: Singapore
• Major recognition: World Branding Awards, Animalis Edition 2021–2022 — Regional Tier, Dental Treats13

1. Intellectual Property Center, 28 Upper McKinley Rd.
2. Happi Doggy (now Happi Skippi!) | Easy & Effective | Dog Dental Chew
3. Dog Dental Chews | Pumpkin & Mountain Yam | Care
4. Dog Dental Chews | Rosehip & Okra | Care
5. Dog Dental Chews | Honey &Coconut Oil | Care
6. Happi Doggy Dental Chew Care Digestive Support Pumpkin & Mountain Yam Petite Size 150g Dog Treats – Pet Warehouse | Philippines
7. Happi Doggy | World Branding Awards
8. Happi Doggy – Pet Warehouse | Philippines
9. Happi Doggy – Pet Warehouse | Philippines
10. Pet News Section in Singapore | Yappy Pets
11. Happi Skippi Catnibbs Wins Over Furry Friends at GirlStyle – Yappy Pets
12. Our Cat Can’t Get Enough Of Happi Skippi’s Treats & Toys
13. World Brand Award: Happi Doggy – Yappy Pets
14. Happi Doggy: Grain Free Dental Chew for Doggy’s Oral Health
15. Dog Dental Chews | Turmeric & Shiitake | Care
16. Happi Doggy: Delicious Fruity Dental Chews your dog will love
17. Buy Happi Skippi Online at Pet Lovers Centre Singapore
18. Happi Doggy Dental Chew Care Digestive Support Pumpkin & Mountain Yam 25g Dog Treats – Pet Warehouse | Philippines
19. Happi Doggy Award-winning Dental Chew Supplier Singapore | Yappy Pets
20. Happi Skippi Dental Chew Dog Treats (Zest and Care) 150g – TikTok Shop Philippines