Truly Icelandic^™ · By Truly Pet Co.

Single-ingredient dog treats, from Iceland's coldest waters.

Sustainably harvested and slow air-dried in Iceland. Nothing else added. The treats that started a quieter revolution in how dogs eat.

Shop the Collection →Founding Pack

100% Icelandic fish

Made in Iceland

Slow air-dried

Free shipping $99+

Single-ingredient dog treats, from Iceland's coldest waters.

— The Truly Icelandic Collection

Sourced & made in Iceland

The Truly Icelandic Collection

Treats your dog will actually benefit from.

Naturally rich in Omega-3s, collagen & protein

Single ingredient. Small batch. Pure, wild-caught Icelandic fish, sustainably harvested and slow air-dried in Iceland. Available across Canada with free shipping on orders over $99.

Cod & Herring Combo Bites

Two fish, one bag. Cod and herring, both wild-caught from Icelandic waters, slow-dried together. Good for...

Cod Bites

Single-ingredient cod, cut small. These are training-sized pieces — a real reward without the filler. No...

Cod Skin Long Flatties - 5 Pack

Full-length cod skin, dried flat. Wide enough for your dog to really work on — the...

Cod Liver Oil - Food Topper

Pure Icelandic cod liver oil, bottled and ready to pour. A one-ingredient boost for any meal...

Cod Skin Short Twisties - 5 Pack

Shorter twisted cod skin chews. Same dense, rolled texture as the long version — just sized...

Cod Skin Short Flatties - 5 Pack

Same flat cod skin chew, cut shorter. Good for smaller breeds or as a quicker reward...

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One Ingredient. One Standard.

Every treat in our Icelandic Collection is just fish. Sustainably harvested, slow-dried in Iceland, and packed without a single thing you can't pronounce.

— 66° North Iceland

Iceland

Sustainably Harvested

"Some of the cleanest waters on earth — and the rules to keep them that way."

Why Icelandic Fish

The waters matter as much as what we do with them.

Iceland's coastal waters are among the cleanest commercial fishing zones in the world — sustained by strict quota management and a regulatory environment built around long-term ocean health.

Every Truly Icelandic treat starts with fish harvested under those standards and is processed entirely in Iceland.

i.

Sustainably harvested. Science-based quotas and one of the world's most rigorous traceability systems.

ii.

Processed in Iceland. Slow air-dried in Iceland — a tradition the Vikings began over 1,000 years ago, refined for today.

iii.

Whole-fish utilization. Cod skin is naturally rich in collagen, omega-3s, and protein. We don't waste it.

iv.

Single ingredient. No preservatives, no fillers, no flavorings. Just fish, gently dried.

Coming Soon

The Founding Pack / Reserve Your Spot Now

It's not dog food.
It's food, for your dog.^™

A plan matched to your dog — gently cooked complete nutrition from Atlantic Canadian whole ingredients, delivered to your door on your schedule. Founding Pack reservations are open now; first batches ship soon.

What We're Launching

Real food.
For the dogs we promised more to.

Truly Icelandic was where we started — single-ingredient treats from Iceland's cleanest waters. The Founding Pack is what comes next: complete, gently cooked nutrition for your dog, built from Atlantic Canadian whole ingredients in a human-grade facility. No compromises on quality.

Phase 01 Founding Pack First

Gently cooked complete food.

Whole ingredients sourced from Atlantic Canada — fish, meat, vegetables — gently cooked in a human-grade facility to preserve enzymes, proteins, and the integrity of real food.

200°C+

Kibble

~72°C

Truly Pet

Conventional kibble is extruded above 200°C — hotter than a deep fryer. We gently cook at temperatures that keep nutrition intact.

Phase 02 · Coming Founding Pack First

Air-dried whole-food line.

The marine-forward, North Atlantic air-dried food we've been building toward — produced at our River John, Nova Scotia facility once the Founding Pack proves the model.

Real food, for the dogs we promised more to.

Serving suggestion. Your dog's prepared food may not look exactly as shown.

Reserve your dog's founding spot.

Drop your email and we'll send the founding pack questionnaire that builds your dog's profile. No pressure, no spam — just the invitation when we open.

Founding pricing locked for life of subscription

Questionnaire-matched recipes for your dog

Direct line to our founders & team

First access to every new product

What We Offer

Two ways to feed them truly.

Available Now

Truly Icelandic Treats

Single-ingredient fish, slow-dried in Iceland.

100% sustainably harvested Icelandic fish — no fillers, no preservatives, nothing you can't pronounce. Just clean, functional treats your dog will actually love.

Shop the Collection →

Coming Soon

Truly Pet Complete Food

Gently cooked, complete nutrition — matched to your dog.

Made with named Atlantic Canadian ingredients in a human-grade facility. Reserve a Founding Pack to lock in founding pricing for life and get first access at launch.

Reserve a Founding Pack Spot →

$Tex, a senior dog, sitting in the grass and raising a paw$

The Origin

It started with one dog who wouldn't stop scratching.

Tex is our beloved senior dog. For years, the itching wouldn't quit. His coat was dull and shedding relentlessly, his energy was low, and walks kept getting shorter — even on the most expensive premium kibble money could buy.

Then one day we offered him a Truly Icelandic cod treat. He devoured it. Then refused to touch his kibble.

So we paid attention. We looked at what was actually in his food, how it was processed, what survived the heat — and realized the "best" wasn't anywhere close to good enough. We started cooking for him at home using whole ingredients we could trace, the same way we'd cook for ourselves.

Within weeks, the itching stopped. The coat came back. His old self came back.

That changed everything. We made it our mission to do this for every dog — real food, traceable ingredients, sourced from right here in Atlantic Canada. The treats were the beginning. What's coming next is the rest of the story.

What worked for Tex shouldn't be a secret.

Questions & Answers

Frequently Asked Questions

About Our Treats

Yes — because they are fish. We don't add anything to mask the smell because we don't add anything.

Briefly, right after eating. Long term, the opposite — the firm texture scrubs plaque and tartar as they chew. Plaque is the main cause of bad breath, so regular chewers end up with cleaner teeth.

Single-ingredient treats are ideal for sensitive dogs — there's nothing here to react to except cod. Fish is a novel protein for most dogs, which makes it a safe choice for elimination diets. Confirmed fish allergy? Skip these and reach out.

Cod. That's the full ingredient list. No salt, no preservatives, no fillers. The slow-drying process does the work.

One per day for most dogs, up to two for larger breeds. Treats should stay under 10% of daily calories. Introduce slowly on the first few days.

Yes, with supervision. Start with one small piece, watch them while they chew, and wait until at least 12 weeks old.

About the Founding Pack

The first 100 dogs to get access to our gently cooked complete food before we open to the public. Founding members get pricing locked for life, a recipe matched to their dog, and first access when we ship.

None. Free to reserve, no payment, no obligation. We'll reach out when we're ready for your dog — you decide then.

No date yet — we'd rather be honest than overpromise. We're actively working on it. Founding Pack members will be first to know and first to receive.

What dog owners are saying

Real dogs. Real results.

My boy Blue loves both the cod skin twists and flats!

Hailey

Verified buyer

Our dog Ronin absolutely loves Truly Icelandic treats.

CristyAnn

Verified buyer

Macy and Summer LOVE their treats. In one hand I had their usual treat, and in the other a Truly Icelandic Cod Bite. It didn't take them long to decide which one they wanted to ch…

Melanie

Verified buyer

My girl is super fussy — she very rarely takes a treat, let alone eats it. So when I opened these up and she took it right away and started eating I was shocked! This is a first f…

Jennifer

Verified buyer

Both of my dogs loved these and get so excited for them! I love that they are so healthy.

Tiffany

Verified buyer

Dogs really loved them — keep running to the cupboard for more.

Lynda

Verified buyer

I can't keep the dogs off me when they know they're getting these! They LOVE them!

Atasha

Verified buyer

According to Stella, Karl, Duke and JR, all 3 packs were 10/10 — but the cod skin flats were their favourite.

Ashley

Verified buyer

Both the cod skin twists and chews keep River engaged for longer, and I love that they're good for his oral health too. Ideal for crating, a long distraction — I've even used them…

Emily

Verified buyer

Thor knows the moment we get home from our evening walk that he's getting a treat. He absolutely loves them — and I love that they're completely natural.

Alan

Verified buyer

Mia and Lucy loved their treats! Lucy usually doesn't savour anything, but she took her time with the skins. Both girls get excited every time they hear the bag — I can't wait to …

Martha

Verified buyer

Truly Pet
Promise

If your dog doesn't love it, we make it right.

Every first order is backed by our 30-day guarantee. If your dog isn't loving their treats, we'll refund it — no questions, no return required.

Stay in the know.

Get updates on new products, new arrivals, and the Founding Pack.

Single-ingredient dog treats, from Iceland's coldest waters.

Treats your dog will actually benefit from.

Cod & Herring Combo Bites

Cod Bites

Cod Skin Long Flatties - 5 Pack

Cod Liver Oil - Food Topper

Cod Skin Short Twisties - 5 Pack

Cod Skin Short Flatties - 5 Pack

Every treat in our Icelandic Collection is just fish. Sustainably harvested, slow-dried in Iceland, and packed without a single thing you can't pronounce.

The waters matter as much as what we do with them.

It's not dog food.It's food, for your dog.™

Real food.For the dogs we promised more to.

Gently cooked complete food.

Air-dried whole-food line.

Reserve your dog's founding spot.

Two ways to feed them truly.

Truly Icelandic Treats

Truly Pet Complete Food

It started with one dog who wouldn't stop scratching.

Frequently Asked Questions

Real dogs. Real results.

If your dog doesn't love it, we make it right.

Be among the first 100 dogs.

It's not dog food.
It's food, for your dog.^™

Real food.
For the dogs we promised more to.