SodaPup Expands Its Enrichment Framework With 10 New Products at SuperZoo 2026
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FOR IMMEDIATE RELEASE
New Softie eTray slow feeders, seasonal eMat colors, a limited-edition eCup, a waffle-inspired eStick, two new eDispensers, and two nylon eChews round out the brand's SPICES-based enrichment system
BOULDER, Colo. — August 1, 2026 — SodaPup, a leading designer and manufacturer of durable, Made-in-the-USA dog enrichment products, today announced ten new products and colorways across six of its enrichment categories that will debut at SuperZoo 2026, taking place August 12–14 at the Mandalay Bay Convention Center in Las Vegas. Retailers can see the full lineup in Booth #8059.
The launch continues SodaPup's multi-year buildout of its enrichment framework — a category architecture that organizes the brand's product line into clear, shoppable enrichment formats (eTray, eMat, eCup, eStick, eDispenser, and eChew) and maps each one to the six pillars of the SodaPup SPICES Framework: Sensory, Physical, Instinctual, Cognitive, Emotional, and Social.
"Enrichment isn't a single product — it's a routine," said Adam Baker of SodaPup. "Our framework gives retailers a way to merchandise that routine instead of merchandising one-off toys. Every product we're showing at SuperZoo fills a specific slot in a dog's day, and every one of them gives store staff a simple story to tell."
What's New at SuperZoo 2026
eTray — Softie shallow slow feeders
SodaPup is debuting two new soft eTray shallow slow feeder bowls: the Sunflower Softie eTray and the Citrus Softie eTray. The Softie construction pairs a flexible, easy-clean feel with a shallow, wide-open feeding surface that slows mealtime, supports foraging behavior, and works with wet, dry, or frozen food.
eMat — Citrus lick mat expands to two new colors
The brand's Citrus eMat lick mat design is now available in Pink Grapefruit and Orange, giving retailers fresh, high-visibility color merchandising in one of the category's fastest-moving formats.
eCup — Limited-edition Honey Pot
The Honey Pot eCup arrives in a limited-edition green colorway — a natural impulse and seasonal-display item for stores looking to refresh their enrichment endcaps.
eStick — Waffle lick stick
The new Waffle eStick is a Belgian-waffle-inspired lick stick and target training stick. Its textured grid holds soft foods for extended licking, while the handled stick format makes it a natural tool for cooperative care, grooming, nail trims, vet visits, and target training.
eDispenser — Fire Hydrant design
The new Fire Hydrant eDispenser is purpose-built for soft and frozen foods, turning yogurt, pumpkin, wet food, or homemade mixes into a longer-lasting, mess-managed foraging session.
eDispenser — The Glitter Ball program
SodaPup is also introducing the Glitter Ball program, a line of 2.5" translucent treat-dispensing balls. Glitter Balls fit standard ball launchers, dispense small treats as they roll, and float — making them equally at home in a backyard fetch session and in water retrieval work. The combination of fetch, foraging, and water play makes the Glitter Ball one of the most versatile items in the SodaPup catalog and a strong multi-unit, multi-color program for retailers.
eChew — Dog Fish and Daisy Bone
Two new nylon enrichment and chew toys join the eChew category: the Dog Fish eChew and the Daisy Bone eChew. Both are built from SodaPup's durable PETstrong nylon and are designed to be smeared with soft foods, layering a foraging challenge on top of a chewing challenge so dogs stay engaged longer than with a chew alone.
Built for the Way Retailers Sell Enrichment
Each new item slots directly into SodaPup's existing category and material architecture — "the right material for the right use" — so retailers can build complete enrichment sets around a customer's actual problem: a dog that eats too fast, a dog that can't settle, a puppy that needs a chew outlet, or a high-drive dog that needs a job.
Retailers, distributors, and media are invited to visit SodaPup at Booth #8059 at SuperZoo, August 12–14, at the Mandalay Bay Convention Center, to see live demos of the Softie eTray, the Waffle eStick, and the Glitter Ball program, and to review show-only ordering programs.
About SodaPup
SodaPup is a leading designer and manufacturer of durable, Made-in-the-USA dog enrichment products, including chew toys, treat dispensers, lick mats, and slow feeder bowls. Based in Boulder, Colorado, SodaPup manufactures domestically and sells through independent pet retailers and distributors across North America and internationally. The brand's product line and educational content are organized around the SodaPup SPICES Framework — Sensory, Physical, Instinctual, Cognitive, Emotional, and Social — a six-pillar system for whole-dog enrichment. Learn more at sodapup.com.
Media Contact:
Adam Baker, SodaPup / True Dogs, LLC
adam@sodapup.com | 720-272-9664
sodapup.com
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