Born of humble fruits, the brand grew out of university research aimed at addressing pet obesity using low-calorie pumpkin as a fortified pet food supplement. Careful digging (as most doggos do) yielded a successful weight-loss program and an underlying philosophy with the foundation being the company's CalorieSmart approach to pet wellness and health. The Fruitables brand has grown to offer a full line of CalorieSmart treats that keep tails waggin and chops a'lickin.