SCHMACKOS Liver Lover Strapz

Brand Overview

Schmackos is a leading Australian brand of dog treats, best known for its long-running marketing slogan, "Dogs go wacko for Schmackos." The brand is specifically tailored for the Australian and New Zealand markets, offering a variety of air-dried meat snacks known as Strapz, Stix, and Marrobones.

Manufacturing and Composition

Schmackos products, including the Liver Lover variety, are primarily manufactured in Australia. The production facility is located in Wodonga, Victoria, ensuring that the brand supports local manufacturing using Australian-sourced ingredients where possible. The treats are known for their air-drying process which preserves meat flavors that are highly appealing to dogs.

Ownership and History

Originally launched in the 1980s by the uncle Ben's division of Mars, the brand has remained under the ownership of Mars, Incorporated. Today, it is managed by Mars Petcare, a subsidiary of the global conglomerate. As of 2026, Mars Petcare remains the ultimate owner, maintaining its status as one of the largest pet food manufacturers in the world with headquarters in the United States. In Australia, the brand is operated by Mars Australia Pty Ltd.