Corporate records indicate that Wanpy had reached 77+ countries and regions by 2024, while its current homepage states the brand is trusted by families in 70+ countries. This discrepancy likely reflects differing methodologies for counting market presence.[2]

1998: The beginning

Wanpy traces its origins to 1998, when founder Hao Zhongli began producing chicken jerky for pets. This product was central to the company’s early development and helped establish Wanpy’s identity as a pet treat brand.[3] Unlike conventional pet food manufacturers that typically start with dry kibble, Wanpy grew from a foundation of meat-based treats.

2003: First major factory

In 2003, Wanpy constructed its first factory, enabling larger-scale production and adherence to international manufacturing standards.[4]

2008: Expansion into premium treats and dry food

Two significant developments occurred in 2008:

• Wanpy established a high-end treat production line in cooperation with a Japanese pet treat company.
• It expanded into dry pet food using European production equipment.[5]

These milestones marked Wanpy’s transition from a meat treat specialist to a comprehensive pet food manufacturer.

2013: Chinese trademark recognition

In 2013, Wanpy became the first pet food brand in China to receive “Well-known Trademark” recognition.[6]

2015: Brand modernization and U.S. expansion

Wanpy refreshed its visual identity in 2015, introducing the dog-and-cat imagery now associated with the brand. As part of its international expansion strategy, it also established a production base in the United States during this year.[7]

2017: Parent company goes public

A major corporate milestone occurred in August 2017 when Wanpy’s parent company listed on the Shenzhen Stock Exchange. The company describes itself as China’s first publicly listed pet food enterprise.[8]

2018: Canadian manufacturing

In 2018, Wanpy established what it describes as the largest pet treat factory in Canada, strengthening its North American manufacturing network.[9]

2020: Global expansion

By 2020, Wanpy reported that its products were being exported to all five continents.[10]

2022: Smart manufacturing

Wanpy launched a next-generation 5.0 smart dry-food factory in 2022, emphasising automation and intelligent manufacturing processes.[11]

2024: Global brand positioning

In 2024, Wanpy reported reaching 77+ countries and regions and introduced the slogan “Healthy, Happy, Wanpy!” as part of its international brand positioning.

Wanpy is closely associated with Yantai China Pet Foods Co., Ltd., often referred to as Yantai China Pet Foods or 中宠股份 in China. Founded in 1998, the company has developed into a multinational pet food manufacturer with a brand portfolio that has included Wanpy, Truly, and Jerky Time, among others.[12]

The corporate structure distinguishes the manufacturing group from the consumer brand:

Yantai China Pet Foods → corporate/manufacturing group → Wanpy → consumer pet food brand

The group operates manufacturing facilities and subsidiaries across various markets, facilitating the international production and distribution of Wanpy products.[13]

Wanpy has evolved into a full-spectrum dog and cat food brand.

Dog products

The current product portfolio includes:

• Dry dog food
• Wet dog food
• Canned dog food
• Meat/jerky treats
• Chewy treats
• Freeze-dried treats
• Biscuits and crunchy treats
• Meat pastes and complementary foods

The dog food catalogue features grain-free complete foods, wet foods, meat loaf products, chicken jerky, freeze-dried beef liver, and other treats.[14]

Cat products

Wanpy’s cat range comprises:

• Dry cat food
• Wet/canned cat food
• Stews
• Creamy/lickable treats
• Freeze-dried treats
• Jerky
• Fish- and meat-based snacks
• Specialized complementary products

Current listings include salmon-and-tuna kitten stew, hairball-control creamy treats, chicken jerky, codfish snacks, freeze-dried shrimp, and several grain-free dry food formulas.

A defining characteristic of Wanpy is its treat-first heritage. While many brands build their reputation on dry kibble, Wanpy’s history is rooted in meat-based pet treats, particularly chicken jerky. The company states its first products in 1998 were chicken jerky treats.[15]

This heritage remains evident in the modern product range, which continues to offer:

• Chicken jerky
• Duck jerky
• Chicken-and-codfish products
• Training bites
• Chewy treats
• Crunchy treats
• Freeze-dried meat
• Lickable treats

For example, the European catalogue lists chicken jerky, soft chicken jerky strips, chicken-jerky-and-codfish sandwiches, training bites, crunchy pockets, and other snack products.[16] Consequently, Wanpy remains particularly recognizable as a pet treat brand despite its expanded portfolio.

Wanpy positions itself around three core concepts:

Health

The brand emphasises nutrition, food safety, and pet well-being. Its global positioning describes products as safe, nutritious, and delicious, highlighting high-quality ingredients.

Palatability

Due to its origins in meat treats, taste and palatability are central to the product proposition. Meat ingredients, jerky, wet foods, and meat pastes feature prominently throughout the portfolio.

Pets as family

The corporate narrative consistently frames pets as family members rather than merely animals to be fed. The founder describes the company’s philosophy as treating pets as family and providing healthy, nutritious, and delicious food.[17] This provides an emotional dimension to the brand alongside its functional food proposition.

Wanpy places considerable emphasis on manufacturing standards, operating in an industry where food safety and export regulations are critical. Its website displays certifications and registrations associated with various facilities and markets, including:

• HACCP
• ISO 9001
• ISO 22000
• BRCGS
• GMP
• ISO 14001
• SMETA
• FDA registration
• CFIA
• MAFF
• EU registration
• ASC and MSC certifications

These certifications apply to specific facilities or products rather than universally across all Wanpy items; they represent the broader manufacturing and supply chain infrastructure.[18] Historically, the company has stated that its factories were designed around export food standards and managed under HACCP systems.[19]

Wanpy has transformed from a Chinese pet food brand to an international export brand. The company has established or reported production operations in several countries, including:

• China
• United States
• Canada
• New Zealand

Key milestones in this expansion include the U.S. production base established in 2015, Canadian treat manufacturing in 2018, and New Zealand wet food manufacturing in 2021.[20] The company also reports sales across multiple continents and more than 70 countries and regions.[21]

The international strategy extends beyond manufacturing in China for export; it increasingly involves localized manufacturing and international subsidiaries, particularly in major pet food markets.

Wanpy’s modern product philosophy can be summarized as animal nutrition + palatability + convenience + variety. The brand offers products tailored to different:

• Species
• Life stages
• Dietary requirements
• Food formats
• Feeding occasions

Products are categorized by kitten/puppy, adult, and senior life stages, as well as special nutritional needs such as digestive health, skin and coat care, joint and urinary health, dental health, and hydration.[22] This reflects a shift from traditional pet treat positioning toward a complete pet nutrition portfolio.

Visually, Wanpy has historically maintained a friendly, playful identity centred on dogs and cats. The Chinese name 顽皮 (Wánpí) conveys the idea of being playful, mischievous, or cheeky, aligning naturally with a pet-oriented brand personality.

The visual identity was refreshed in 2015, introducing the dog-and-cat head imagery that became part of its recognizable branding.[23] The overall personality combines playful pets, meat/food appeal, everyday pet parenting, and accessible premium positioning, distinguishing it from clinical veterinary nutrition brands.

Wanpy’s business evolution can be mapped as follows:

The strategic transformation has progressed from chicken jerky to pet treats, then to wet/dry food, a complete pet food portfolio, and finally a global pet food brand.

Wanpy’s website currently divides its portfolio primarily between Dog Food and Cat Food, with multiple product formats underneath.

For dogs, the catalogue contains more than 100 listed products across dry food, wet food, canned food, and treats.[24] For cats, the site similarly lists more than 100 products across dry food, wet food, treats, freeze-dried products, and complementary foods. This breadth demonstrates that Wanpy is no longer merely a dog treat brand.

From a branding perspective, Wanpy occupies a distinct position characterised by:

• Chinese origin
• International manufacturing and distribution
• Treat-led heritage
• Broad product portfolio
• Mass-market to premium positioning depending on product
• Strong focus on dogs and cats

Its strategic advantage lies in combining large-scale manufacturing with a consumer-facing brand that has strong recognition in the pet treat category. Its history provides a strong connection to Asian pet food markets, while production and distribution expansion has enabled international competition.

Wanpy exemplifies the development of China’s modern pet food industry. When established in 1998, the domestic market was substantially less developed than today. Wanpy grew alongside the country’s expanding pet-owning population and the professionalization of pet nutrition.

Its development illustrates a broader industry shift: pet ownership → pet treats → specialized pet nutrition → premiumization → international Chinese pet brands. Wanpy represents one of the Chinese pet food industry’s attempts to build a recognizable consumer brand with global ambitions.

Wanpy’s current international slogan is:

“Healthy, Happy, Wanpy!”

Introduced as part of its 2024 global brand positioning, this slogan reflects the philosophy that good pet food should contribute to both physical health and the happiness of pets and their owners. This aligns with the company’s long-standing “pets are family” positioning.

Wanpy (顽皮) is a Chinese pet food brand founded in 1998 by Hao Zhongli and operated by Yantai China Pet Foods Co., Ltd. in Yantai, Shandong. Beginning with chicken jerky treats, Wanpy developed into a broad dog and cat food company offering treats, wet food, dry food, canned food, freeze-dried products, and complementary foods. During the 2000s and 2010s, it expanded its manufacturing capabilities and international presence, including production operations in the United States, Canada, and New Zealand. Its parent company became publicly listed in Shenzhen in 2017. By 2024, Wanpy reported a presence in more than 77 countries and regions, while its current global website describes the brand as serving consumers in over 70 countries. Today, Wanpy combines its traditional strength in meat-based pet treats with a broader pet nutrition portfolio, positioning itself around health, palatability, quality, and the concept of treating pets as family.

1. Our Story — Wanpy’s History, Mission & Commitment to Pets
2. Wanpy
3. Our Story — Wanpy’s History, Mission & Commitment to Pets
4. Wanpy — Healthy, Happy Pet Food | Natural Ingredients & Trusted Quality
5. China Pet Foods|wanpy- Yantai China Pet Foods Group
6. Wanpy Dog Food — Natural, High-Palatability Recipes for Dogs
7. Wanpy Dog Food — Natural, High-Palatability Recipes for Dogs
8. Wanpy Cat Food — Complete Nutrition for All Life Stages (Kitten & Adult & Senior)
9. Wanpy Cat Food — Complete Nutrition for All Life Stages (Kitten & Adult & Senior)
10. Wanpy
11. Search
12. Yantai China Pet Foods Co., Ltd. — Global Pet-Food Supplier Profile – Pet Supplies Industry
13. Product News
14. Wanpy Dog Food — Natural, High-Palatability Recipes for Dogs
15. Contact Wanpy — Customer Service, Sales & Global Offices
16. Other
17. Wanpy- Yantai China Pet Foods Group
18. wanpy.eu
19. wanpy.eu
20. 宠物品牌Wanpy 顽皮-宠物行业数据库
21. 宠物品牌Wanpy 顽皮-宠物行业数据库
22. China Pet Foods|wanpy- Yantai China Pet Foods Group
23. Wanpy – Sai International Pet Product Pvt. Ltd.
24. China Pet Foods|wanpy- Yantai China Pet Foods Group