Cases and Formats

Tub sizes

Most products come in 1lb, 2lb and 4lb tubs.

• 1lb — small dogs, or a customer trying a protein before committing
• 2lb — the workhorse. Most customers, most of the time
• 4lb — large breeds and multi-dog households

Two exceptions worth knowing so you don't promise something you can't sell: Gourmet Lamb has no 4lb size, and Pure Beef Tripe comes in one size only.

The cases

There are nine, in three weights. The names don't tell you anything, so here's the whole board:

Case	Weight	Tubs	What's in it
The Classic	30lb	2lb	Pure Chicken · Gourmet Chicken · Gourmet Turkey · Performance · Chicken + Lamb
The Alpha	30lb	2lb	Gourmet Beef · Gourmet Chicken · Gourmet Turkey · Performance · Turkey + Salmon
The Pure Case	24lb	2lb	Pure Duck · Pure Beef · Pure Turkey (double)
The Supreme	24lb	2lb	Pure Duck · Gourmet Beef · Gourmet Turkey · Gourmet Pork
The Ultra	24lb	2lb	Pure Rabbit · Pure Salmon · Gourmet Beef · Gourmet Pork
The Royal	24lb	2lb	Gourmet Chicken · Gourmet Beef · Gourmet Turkey · Gourmet Pork
The Wolf Pack	48lb	4lb	Pure Chicken · Gourmet Chicken · Gourmet Turkey · Performance
The Beef Wolf Pack	48lb	4lb	Gourmet Beef · Gourmet Chicken · Gourmet Turkey · Performance
The Super Supreme	48lb	4lb	Pure Duck · Gourmet Beef · Gourmet Turkey · Gourmet Pork

You do not need to memorise this table. You need to be able to answer three questions, and they're all shortcuts through it.

The three questions that actually get asked

"Which case has no chicken?"

This is the one that comes up most, because chicken is the most common protein sensitivity. Three cases are chicken-free:

• The Super Supreme (48lb) — duck, beef, turkey, pork
• The Supreme (24lb) — same four proteins, smaller
• The Ultra (24lb) — rabbit, salmon, beef, pork

The Ultra is the one to reach for when a customer needs chicken-free and novel proteins — rabbit and salmon in the same box is unusual.

Worth knowing why the Wolf Packs contain chicken: they're the volume cases, chicken is the most affordable protein, and it's what keeps a 48lb case at a price a multi-dog household will actually pay. If a customer needs 48lb and can't have chicken, the Super Supreme is the answer.

"Which case is biggest?"

The three 48lb cases — Wolf Pack, Beef Wolf Pack and Super Supreme. All are 4lb tubs, which is the practical point: a customer with one small dog will be thawing a 4lb tub for a week. Check the dog before you sell the case.

"Which case should I start with?"

• Healthy dog, no restrictions, wants value → The Classic or The Alpha (30lb, 2lb tubs)
• Wants only single proteins → The Pure Case — and it needs kelp added, which is printed right on the product page. Don't let this one leave without kelp.
• Chicken-free → Supreme, Ultra, or Super Supreme for volume
• Big dog or several dogs → any of the 48lb cases

Why cases are worth selling

Three reasons, and they're all true:

1. It's cheaper per pound than buying tubs individually.
2. It builds the rotation automatically. A customer who buys a case is rotating proteins whether or not they've understood the philosophy — the box does it for them. That's the single hardest habit to teach, and a case teaches it without a conversation.
3. It brings the customer back on a schedule. Someone buying a 30lb case is on a predictable cycle rather than an impulse.

On the floor

The most useful sentence in this lesson:

"If you're going to feed this regularly, buy the case — it's cheaper per pound and it rotates the proteins for you. Just tell me whether chicken's a problem, because that changes which one."