Better Choice Co., Inc. is an animal health and wellness company. The firm sells dog food, cat food, and treats under the Halo and TruDog brands, which are focused on providing sustainably sourced kibble and canned food derived from real whole meat, and minimally processed raw-diet dog food. Its brands include Trucut, Bona Vida, Orapup, Rawgo, and TruDog. The company was founded on January 3, 2001 and is headquartered in Tampa, FL.