From Chelsea's Desk: A Product That Should Have Worked

Two years ago, we launched a product we really believed in. 

It was one of those products that, internally, felt like a clear win. The formulation was strong. The quality was there. It solved a real need. And more than that, it felt innovative in a way that aligned deeply with our brand. 

The product was an algae-based omega designed to support skin, coat, mobility, and overall wellness for dogs and cats. It also represented something bigger for us. It was one of our first major products outside of CBD, which made it an important step in the evolution of our brand. We saw it as an opportunity to expand what Pet Releaf could stand for while staying rooted in effective, plant-forward wellness. 

We used a liposomal formulation, which allowed for significantly higher absorption. That meant you needed less product to deliver the same amount of DHA compared to other omegas on the market. On paper, that created a lot of advantages. The bottle was smaller, pets didn’t need to consume large amounts to see benefits, and the product lasted longer. It was lighter to ship and fish-free, which made it more sustainable, and it required less shelf space for retailers and distributors. 

Everything about it felt like an improvement. 

And that’s what made it more difficult. 

Because it didn’t work. 

Not in the way we expected. 

It wasn’t that the product wasn’t good. In many ways, it was better. But it didn’t translate. 

On shelf, it disappeared next to larger 8 or 12 oz bottles. The smaller size, which we saw as a benefit, made it feel insignificant. The price point, which reflected the formulation and longevity, felt too high for the amount of product in the bottle. The value was there, but it wasn’t obvious. And if it’s not obvious, it doesn’t matter. 

We had early conversations with retailers that made it feel like a home run. It checked every box from a brand perspective. It was innovative, differentiated, and aligned with how we think about ingredients and formulation. But what we underestimated is that alignment internally does not guarantee clarity externally. 

It made sense to us. It didn’t make sense fast enough to everyone else. And that gap is where products struggle. 

Looking back, we could have pushed harder. We could have tried to educate more, explain more, and market it differently. But we made a different decision. We stepped back. Not because the product wasn’t good, but because it wasn’t clear. 

And that distinction ended up mattering more than anything. 

Over the last two years, we spent a lot of time thinking about what actually drives a product to work, not just in theory, but in the real world. On shelves, in conversations, and in quick decisions. We talked to customers. We talked to retailers. We asked what actually matters when someone is choosing an omega. 

And we realized something simple. We didn’t need a more advanced product. We needed a more understandable one. 

So instead of iterating on what we had, we started over. We went back to basics, but with our own lens. We simplified the formula, adjusted the pricing to be more aligned with the market, and redesigned the packaging so it stands out clearly on shelf. We also made the decision to remove the liposomal format altogether. Not because it wasn’t effective, but because it created more friction than clarity. 

The Microalgae Omega 3 we’re launching now is different. Not just in formulation, but in how it communicates. It’s a fish-free omega, but this time it’s designed to be immediately understood. The packaging stands out. The pricing makes sense at a glance. And the formula reflects what customers told us they actually look for when choosing an omega. 

There’s a natural instinct when something doesn’t work to keep pushing, to try to force it to land. But sometimes the better decision is to pause, reassess, and build something new with a clearer perspective, even if it takes longer. 

Because a product doesn’t just need to be good. It needs to make sense. 

This process also changed how we think about other products in our line. There’s at least one more we’re currently reworking through this same lens. 

We’re building thoughtfully—and sharing as we go.