How Marketing Helped Milk-Bone Create the $3 Billion Dog-Treat Market

The 108-year-old brand still dominates

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If it weren't for the organic chemist who invented margarine, the dogs of America would have no treats.

Or so the story goes, but first the facts. Dog treats are serious business in this country. According to the American Pet Products Association, over 54 million households include a dog (often more than one, as the total number of pet dogs stands at 77.8 million). Americans dropped a cool $23 billion on food for their dogs last year, a figure that includes $3 billion just for treats.

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