Mlem Launches Wag-U, a Beef Tallow Kibble Topper Spray, with Pack of Directors, a 13M+ Follower Creator Equity Collective
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PHILADELPHIA, PA — Mlem, a premium pet food topper brand, today announced the launch of Wag-U, the first single-ingredient, grass-finished beef tallow kibble topper delivered from a spray can. The product launches alongside the “Pack of Directors,” a roster of roughly a dozen dog-focused content creators — including @imbluethesiberian and @edwinchenn — who hold equity stakes in Mlem rather than standard influencer fees.
Wag-U is made from a single ingredient — grass-finished beef tallow — and co-packed at a USDA FSIS-inspected, SQF Edition 9.0-certified human-grade facility. The bag-on-valve spray format lets pet owners apply a precise amount directly onto kibble, offering a mess-free alternative to oils, powders, and pouch toppers for dogs going through picky eating phases or kibble fatigue.
The Pack of Directors model gives creators a long-term stake in the brand’s success instead of one-off sponsorship checks, an approach Mlem says better reflects how dog-content creators already build authentic, ongoing relationships with their audiences. The combined group represents more than 13 million followers across TikTok, Instagram, and other social channels.
“Dog owners don’t trust polished ads anymore — they trust creators who actually feed this stuff to their own dogs every day,” said Josh Israel, founder of Mlem. “Giving our creators equity means their incentives are the same as ours: getting dogs to actually eat their food.”
Wag-U is available now at mlempets.com, with one-time and subscription purchase options, and through select boutique retailers.
About Mlem
Mlem is a Philadelphia-based pet food topper company built around simple, human-grade ingredients delivered in convenient formats. Its debut product, Wag-U, is a grass-finished beef tallow kibble topper co-packed at a USDA-inspected, SQF-certified facility. Learn more at mlempets.com or follow @mlempets on TikTok and @usemlem on Instagram.
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