Brandon Fokken and Jay Cutler hope to bu8tter up a Shark when they pitch Jay’s Pet Butter, their healthy butters for dogs, in Shark Tank episode 1508. Jay’s Pet Butter is the creation of Jay Cutler, a body building legend who won Mr. Olympia 4 times before retiring from the sport in 2013. Since then, he’s harnessed the power of social media to sell supplements and offer advice to would-be bodybuilders.
Jay also loves dogs, particularly his dogs. He created his product out of that love. The pet butters are peanut butter-like spreads packed with healthy ingredients like glucosamine for healthy joints and hips. Dogs love them and reviews are nearly unanimously positive.
They come in 4 flavors: blueberry and sweet potato, banana chips, flax seeds & glucosamine, bacon bits, and dessert dough. All the butters are Xylitol, Hydrogenated Oil, sugar, salt, palm oil and high fructose corn syrup free. Jars are 16 ounces and cost $13.99 or $14.99. The price can be brought down to as little as $12.33 if you buy 6. Jay likely wants a Sharks help getting into pet retailers.
Company Information
Posts about Jay’s Pet Butter on Shark Tank Blog
Jay Cutler’s Pet Butter Hits the Big Screen on Shark Tank
Jay’s Pet Butter Shark Tank Recap
Brandon and Jay enter with dogs Daisy and Capone. They’re seeking $50,000 for 10% of their company. Brandon says pet owners treat their pets like their babies. Peanut butter is a favorite treat, but most peanut butters aren’t good for dogs. They contain salt, sugar, hydrogenated oils and even Xylitol. Jay says for 20 years he competed at the highest level of professional bodybuilding and he paid attention to everything he put in his body. He thought why not for his babies too.
He introduces Jay’s Pet Butter, a unique line of pet safe peanut butter made with the best ingredients such as glucosimine for joint health, banana, blueberry, sweet potato, vitamin E and biotin. All these make your pets happy and healthy. You can use it as a healthy treat, a food topper, a cover for medication or a distraction while bathing. The possibilities are endless. It comes in 4 unique flavors. Jay says his happiness is his pets – he does everything with them, even snack. Next he eats a spoonful of his nut butter.
Samples and Questions
Daymond appears a little in awe of Jay. Lori says the picture of him onstage flexing is “insane.” The picture is from 2009 – he’s won 4 world championships. The nut butters are for humans too. Everyone talks about essential fats and things that are good for you and they’ve added a lot of ingredients to this product which he took as supplements. He owns a large supplement brand. He’s active on social media with 16 million followers. Lots of his social material involves training and nutrition. Kevin wants to know if it translated into selling peanut butter. People know him for the dogs – they have their own Instagram account.
Mark likes the seet potato blueberry flavor. What makes his butters special is the things they add to it for good health. With Jay’s background in nutrition, it made sense to put the 2 together. They started the business last year (2022). Brandon is an influencer in the fitness and lifestyle industry. They launched in September, 2022 and had success right out of the gate. Hi Vee markets put the product on store shelves. The jars sell for $14.99 which is the price range for high end peanut butter. Each jar costs $3.10 to make. They had success with 80 Hi Vee stores, then they went into smaller nutrition stores. Next, they got a call from the big box warehouse store. Lifetime sales are just $39,000 over 10 months.
More Questions
They’ve touted the products on social media and have had success. The reason for low sales was delays in shipping. Daniel asks Jay if he’ll “demonstrate some of his prowess” on Mr. Wonderful if he calls him a coackroach. Jay says he’ll put him in a headlock. Brandon says there are a few other companies out there and one of them contacted the guys about co-packing for them. Daymond remarks that with his supplement brand, he has access to like-minded customers and Jay says he hasn’t really tapped that market. They haven’t put those wheels in motion due to the manufacturing “hiccups.”
Mark says he likes the product, but it takes time for pet owners to appreciate the benefits. He sees it as a “slow burn” product, not an investible one; he’s out. Lori doen’t eat peanuts and she has to love what she invests in; she’s out. Daniel says it’s an honor to meet Jay but it’s not his type of business; he’s out. Daymond doesn’t think they need a Shark; he’s out. Kevin sees it as a product within Jay’s sphere but he thinks they could go direct to consumer with low customer acquisition costs due to the social media following. Kevin offers $50,000 for a royalty of $1 per jar in perpetuity with no equity. Jay says it’s not the right deal for them and declines the offer.
Jay’s Pet Butter Shark Tank Update
The Shark Tank Blog constantly provides updates and follow-ups about entrepreneurs who have appeared on the Shark Tank TV show. The first re-run of this episode in June, 2024 is just 6 moths after the original air date. Unfortunately, the company’s manufacturing “hiccups” have not been solved. The top of their website says: “Shipping Times May Be Delayed Due To High Order Volume.” While you can order the product, it takes time to receive it. Also, there are only 2 flavors available, not 4.
The Shark Tank Blog will follow-up on Jay’s Pet Butter & Brandon Fokken and Jay Cutler as more details become available.
