What’s In The Bowl Pet Shop is a family-owned and operated Wisconsin business founded in 2016 to help dogs and cats live healthier, happier lives through better nutrition, carefully selected products, and practical education. With locations in New Berlin, Brookfield, and Delafield, the brand serves pet parents seeking informed, personalized guidance rather than one-size-fits-all recommendations.

Its stores offer biologically appropriate foods and a range of feeding options, including raw, gently cooked, freeze-dried, air-dried, canned, and hybrid diets. Customers can also find treats, safe chews, supplements, and functional wellness and enrichment products. The team provides nutritional consultations and guidance on food sensitivities, digestion, allergies, skin and coat support, and diet transitions.

What’s In The Bowl carefully reviews the brands it carries, considering ingredients, sourcing, formulation, company values, and manufacturing standards. Founders Amy and Sean Jones also manufacture their own premium pet food and freeze-dried treats in Wales, Wisconsin, drawing on their experience with nutrition and production.