What is a novel protein treat?

A novel protein, in pet food, is a protein your dog has not eaten before. The word is about your dog's history, not about the animal itself. VCA describes a veterinary novel protein diet as one that contains nothing your dog ate in its previous foods (VCA, Food Allergies in Dogs, opened 2026-10-16). For a dog that has only ever had chicken and beef, octopus or frog legs would be new. For a dog that has had octopus, it would not.

What the phrase does not mean

It is not a diagnosis, a diet plan or a promise. We do not say our treats are for any medical condition, and we do not say they are suitable for a dog on a special diet.

Diet changes for a medical reason are a veterinarian's job. VCA describes an elimination trial, run with a vet, as feeding a diet for 8 to 12 weeks with no ingredients the dog has eaten before, and says that during it no other foods, treats or supplements are fed. If your veterinarian has put your dog on a diet like that, follow the plan, and ask before adding any treat from us or anyone else.

So why do people look for it?

For variety. Some owners rotate proteins for the same reason people rotate dinners. A bag of something unusual is also a low-stakes way to see what your dog is curious about. That is the extent of what we claim.

The proteins we freeze-dry

Each of these is one ingredient to a bag, except the medley. Pick a page to read the specifics.

Single ingredient means one thing in the bag. Captain's Catch is a medley of five, so it is the one that is not single ingredient. Most of the list is shellfish or egg, so read each page's ingredient line first. If you want to try four at once, the Exotic Collection Box has frog legs, octopus, scallops and quail eggs.

We do not make every protein people ask about. Venison and lamb, for example, are not proteins this house freeze-dries.

Shellfish and egg are in most of these bags. Treats are for intermittent or supplemental feeding, not a complete diet.

Reading the phrase on a label

On a retail bag, "novel protein" is a description, and nobody certifies it. VCA separates veterinary diets from what sits on a store shelf: it lists a veterinary novel protein diet as one that contains no product from the dog's previous foods, and it adds that retail pet foods that advertise limited ingredients are not made with the strict protocols veterinary diets use to prevent cross-contamination (VCA, Food Allergies in Dogs, opened 2026-10-16). We take two things from that. A treat with an unusual protein on the front is not a veterinary diet, and ours are not sold as one. And the useful part of any label is the ingredient list, so read it for what is actually in the bag.

That is why every product page here starts with the ingredient line and says what we know and do not know. For example, the shrimp, scallops, octopus, frog legs and quail eggs are raw when they go in the bag, and the mussels are blanched.

Treats are a small part of the day

Unusual does not mean unlimited. VCA's treat article notes that plenty of dog treats are not a full diet on their own, which is fine as long as they stay a small share: the general rule it gives is that about 90 percent of daily calories come from a complete and balanced food and up to 10 percent from treats (VCA, Dog Treats, opened 2026-10-16). The same article suggests adding one new food at a time, slowly, with a small first piece.

It also tells owners to be wary of freeze-dried or dehydrated raw treats because of the risk of bacterial contamination, which can affect the dog, other pets and people in the home. We pass that on rather than leave it out. Wash your hands after handling any of these bags, clean the bowl and the surface, and keep the FDA's general raw pet food guidance in mind (FDA, Get the Facts! Raw Pet Food Diets can be Dangerous to You and Your Pet, opened 2026-10-16).

Which page to read first

If you are choosing where to start, the question is usually about handling rather than taste. The shrimp guide and the scallops guide cover shellfish seasoning and shells. The quail egg guide covers the raw egg and shell question in the most detail. The frog legs guide is the one to read about bones and size.

How to try one

Start with a small piece, as VCA advises for any new treat, and introduce one at a time. Break pieces down for small dogs and stay close while your dog eats.