About the Brand
At Puppy Cake, we believe dogs deserve celebrations too.
Founded in 2007 by Kelly Costello, Puppy Cake was born from a simple idea: create safe, healthy, and delicious treats designed specifically for dogs. Our first products were easy-to-make cake mixes, crafted to help pet owners effortlessly celebrate their beloved dogs' birthdays and special milestones.
From humble beginnings in Kelly's apartment kitchen to national recognition on Shark Tank, Puppy Cake remains dedicated to quality, simplicity, and joy. We carefully choose ingredients, personally oversee production, and ensure every treat enhances moments of happiness for pets and their families.
Today, our range has grown beyond cake mixes to include ice cream powders, cookies, personalized treats, and toys—all thoughtfully created for pets who are part of the family. Puppy Cake is more than treats; it’s a community of dog lovers who understand that every moment spent with a dog is worth celebrating.
Founded with a Mission
Puppy Cake was started by Kelly Costello in 2007, inspired by a simple idea to create safe, healthy, and fun treats for dogs. While working at a marketing firm with a client producing cake mixes for people, Kelly envisioned the potential for similar products for pets, marking her "light bulb moment." Puppy Cake's mission from day one has been straightforward: providing dog owners with enjoyable and nutritious options to celebrate special moments, creating memorable experiences for both pets and their owners.
Today, Puppy Cake fulfills this mission with various products, including cake mixes, ice cream powders, and personalized treats, all designed specifically for dogs. Their offerings balance safety and simplicity, making pet celebrations accessible and joyful.A little place of paradise.
Core Values & Voice
Puppy Cake's core values focus on simplicity, health, and joy. Each product is designed with ease of use in mind, emphasizing ingredients that are safe and appealing to dogs. Kelly personally oversees production to maintain quality and integrity. Her experience on "Shark Tank," especially the advice she received from Lori Greiner about building a robust business portfolio, shaped Puppy Cake’s strategy.Puppy Cake's voice is clear, friendly, and practical, aiming to resonate authentically with dog owners who see their pets as family members.
This voice and the brand’s commitment to authenticity have played crucial roles in its growth, especially in e-commerce environments where visibility through clear search optimization like "dog birthday cake" or "dog cake mix" has proven critical to their success
Community & Lifestyle
Puppy Cake has successfully built a community around pet owners who love celebrating their pets' milestones. The company recognizes that dogs are integral to family experiences and special occasions. Puppy Cake’s lifestyle appeal extends beyond just products, offering accessories and toys to enhance customer experiences. Despite being a small percentage of overall sales, these products encourage customers to engage more deeply with the Puppy Cake brand.
Community engagement is reflected in Puppy Cake’s ongoing presence at pet trade shows and support for independent pet retailers. Their approach ensures the brand stays closely connected to its core audience—pet owners who value celebrating and enhancing their dogs' lives.
Puppy Cake on Shark Tank!
On Shark Tank!
The Sharks want to know specifics... but someone keeps stealing the cake... and the show.
Kelly Recounting Her Experience on Shark Tank.
Hear Kelly Costello (Grove City College class of 2007) talk about her experience on the popular television show, “Shark Tank," pitching her business, Puppy Cake, in front of 5 hungry sharks.
About Kelly Costello
Founder and CEO of Puppy Cake
WAM Podcast
Where women empower women in manufacturing
In 2007, Kelly Costello was looking at old cake mix advertisements for a client of hers. She thought, “Wouldn’t it be great if they made that for dogs?”
That was her light bulb moment. She realized that dog owners across the globe wanted to treat their dogs like family and give them safe and healthy cakes. She started with a few flavors and worked out of her kitchen in a tiny 1-bedroom apartment in Bellevue, Pennsylvania.
Costello’s big break came in 2012 when she appeared on Shark Tank. Though she didn’t get a deal, the exposure and advice was the springboard to take the company to the next level.
Little by little, Puppy Cake grew and began launching a whole line of treats. Their best-sellers are the cake mixes and ice cream mixes. Since 2013, all of their products are made in the Puppy Cake owned factory. It’s in a small town called Portersville that is full of hardworking people who put their hearts into making great dog treats.