Limited-time launch offer: Buy one, get one free. Wild Pacific Salmon + Backcountry Beef.
Read the second ingredient.It's the only line on the package that tells the truth.
If it'schickpeas, your dog's "real salmon" treat is mostly legume. Chickpeas bulk out the recipe at low cost. Your dog's salmon bar ends up somewhere between 8% and 12% real protein. The rest is plant starch.
If it'sglycerine, your dog's "premium meat treat" is held together with a sugar alcohol. It keeps the pouch soft on a warehouse shelf for eighteen months. It does no nutritional work, and across hundreds of customer reviews, it's been linked to soft stools, diarrhea, and GI upset.
The second ingredient on a FRAPS Wild Pacific Salmon bar is pumpkin. Whole-food fibre. Easy on the gut. A real ingredient doing a real job.
The second ingredient on a FRAPS Backcountry Beef bar is beef lung. Organ meat. Dense in iron, B12, and taurine. A second ingredient that works as hard as the first.
Real food in the first slot. Real food in the second slot. Not chickpeas. Not glycerine. Not starch.
Wild Pacific Salmon. Backcountry Beef. Two flavours. The Trailhead Standard™.
22%
Real protein
7
Ingredients
0g
Glycerine · fillers · mystery
2%
Back to the tails
— Limited time only
BUY ONE. GET ONE FREE.
Every 6-pack and 12-pack. Mix and match Wild Pacific Salmon and Backcountry Beef however you want. Free shipping on every order. No code. No minimum. No subscription.
How it works · 01
Buy a 6-pack or 12-pack.
Pick your size. Pick your flavour. Add 2 or more to your cart (the second one's FREE)!
How it works · 02
Get a second one. Free.
Same size. Any flavour. Discount auto-applied at checkout — no code needed.
How it works · 03
Mix and match.
Wild Pacific Salmon. Backcountry Beef. Both. Whatever your dog desires.
How it works · 04
Free shipping. Always.
Every order during the offer. No minimum. No surprises at checkout.
PICK YOUR PACK.
Every 6-pack and 12-pack. Mix and match. Free shipping included.
Discount automatically applied at checkout.
Tier 01 · Day Pack
Day Pack.
One 6-pack, BOGO · 12 bars total
Save 50% · $39.99 off
$39.99$79.98
- 12 bars · mix 6-pack flavours
- Free shipping included
- 30-day satisfaction guarantee
- Just add 2 x 6-packs to your cart
Most popular
Tier 02 · Trail Pack
Trail Pack.
One 12-pack, BOGO · 24 bars total
Save 55% · $87.97 off
$71.99$159.96
- 24 bars · mix Salmon + Backcountry Beef
- 12-pack bundle discount + BOGO stacked
- The best per-bar value we offer
- 30-day satisfaction guarantee
- Just add 2 x 12-packs to your cart
GREAT VALUE
Tier 03 · Expedition Pack
Expedition Pack.
Two 12-packs, BOGO each · 48 bars total
Save 55% · $175.94 off
$143.98$319.92
- 48 bars · multi-flavour mix
- Built for multi-dog homes, daily fuel, hard winters
- 12-pack bundle discount + BOGO stacked
- 30-day satisfaction guarantee
- Just add 4 x 12-packs to your cart
The fuel in your gear bag is the weakest piece of kit you carry.
A real problem worth naming
Your dog ran with you this morning. Twelve kilometres. Their own pack. Pulled you up the last pitch.
You reached into your hip belt at the top, broke off something the colour of a hot dog, and called it a reward.
You weren't picking the wrong treat. You were reading the wrong line on the package.
The line that matters isn't the salmon on the front. It's the second ingredient on the back.
That's the line that tells you whether your dog is running on real protein, or on chickpea starch with a meat smell and a glycerine binder that can wreck their gut on the descent.
Most people in the premium treat aisle are doing the same thing you are: reading the first ingredient, trusting the front of the package, and handing their dog something that looks nutritious but isn't built to do the job.
It's not a personal failure. The package is designed to stop you at the first line.
We built the bar for the people who flip it over. Reward the wanderer.
WHAT THEY DON'T SHOW YOU ON THE FRONT
The Second-Ingredient Lie.
Five premium treats. All of them put "real salmon" or "real beef" on the front. Here's what the second ingredient actually says.
Treat Class
What the Front Says
What the Second Ingredient Says
The leading USA training treat8% protein · 17 ingredients
"Real salmon first"
Rice
The premium Canadian biscuit3 kcal / piece · indoor training
"Real salmon first"
Pea Flour
The market-leader meat stick107 kcal / piece · USA-made
"Real salmon first"
Brown Rice
The most-traceable premium jerky77 kcal / strip · Proudly Canadian
"Real salmon first"
Chickpeas
FRAPS Wild Pacific Salmon22% protein · 7 ingredients · Made in Canada
"Real salmon first"
Pumpkin
FRAPS Backcountry Beef22% protein · 8 ingredients · Made in Canada
"Real beef first"
Beef Lung
Front-of-bag says salmon. Second ingredient says rice. That’s the whole game.
The starch dilutes the protein from “first ingredient” to 8% on the guaranteed analysis. The buyer never sees the dilution because the buyer never reads past the front. Cheap cost of goods. The aisle is engineered around this assumption.
Every other bar in this category makes that tradeoff. We don't. Two flavours. One Trailhead Standard™.
You’ve read the rule. Here’s the offer.
Buy one. Get one free. Every 6-pack and 12-pack. Limited time only.
Why your dog's gut hates the premium treat aisle.
It's not the protein. It's what they use to hold the bar together.
Almost every soft, chewy, or shelf-stable "premium" treat on the market is bound with glycerine: either vegetable glycerine or coconut glycerine. Same ingredient. Different sourcing story on the label.
Glycerine is a sugar alcohol used as a moisture-retention agent. It keeps the pouch soft on a warehouse shelf for 18 months without refrigeration. It does no nutritional work for your dog.
It is also one of the most commonly flagged ingredients in dog treat customer reviews. Soft stools. Diarrhea. GI upset. The pattern shows up consistently across every major brand that uses it. Your dog isn't sensitive. The ingredient is doing what it does.
Five "premium" treats audited. Glycerine in four. Added sugar in two. Mystery "natural flavour" in three. Calcium alginate casing in one. FRAPS Wild Lines: none of it.
Five brands audited. All five miss for the same reason.
-
01 / The leading training treat
Glycerine at #4. Cane sugar at #5.
Rice at #2. "Natural flavour". No named source at position #7. The recipe has changed twice since the brand sold. Reviewers across platforms report their dogs stopped eating it after 2018. Texture described as dry, crumbly, different. The brand is no longer independent.
-
02 / The most-traceable premium jerky
Glycerine at #4. Molasses at #7. Canadian story. Made elsewhere.
Chickpeas at #2. Flaxseed at #3. Coconut glycerine at #4. Mystery flavour at #6. Honey and molasses stacked as sweeteners. The packaging carries a Canadian provenance story. The product is manufactured outside Canada.
-
03 / The market-leader meat stick
Brown rice at #2. Pea fiber at #3. Casing at #4.
107 calories per stick. That's a full day's treat budget for a 20 kg dog in a single piece. The brand's own documentation recommends reducing to occasional use for sensitive dogs. 90% real salmon by the front panel. The guaranteed analysis tells a different story.
-
04 / The freeze-dried nugget
98% real meat. Arrives as crumbs.
Technically the cleanest panel on this list. The problem is physical: the bars crumble in transit. Customer reviews across platforms use variations of the same phrase: you're paying premium price for kibble dust by the time it arrives. The brand's own support documentation recommends crumbling it over food.
05 / The premium Canadian biscuit
Real salmon first. Pea flour second. Potato starch third.
Half the recipe is plant filler. This is a good product. We respect this brand (they're a fellow Canadian indie). A biscuit and a bar do different jobs. Pick the right tool for the right context.
For a limited time:
Buy one. Get one free. Every 6-pack and 12-pack. Limited time only.
— Introducing
FRAPS Field-Spec Fuel™
Built to The Trailhead Standard™. Two flavours. One standard.
Every ingredient in a FRAPS bar has a job. Not a label job. Not a texture job. A nutritional job.
Wild Pacific salmon for joint recovery, coat health, and Omega-3 density. Pumpkin for fibre and gut stability. Marine collagen for connective tissue repair. Green-lipped mussel for clinical-grade Omega-3 joint support. Rosemary extract as a natural preservative: two-year shelf life, no chemistry required.
Same architecture across both bars. Same villain-free panel. Same 22% real protein on the guaranteed analysis. Different proteins for different dogs, different conditions, different jobs in the pack. Neither is the lesser choice. Your dog picks. You buy.
← The recovery bar
WILD PACIFIC SALMON.
For the dog whose joints did the same climb yours did. Omega-3 dense, easy on the gut, built around Wild Pacific salmon as the primary protein source.
— The entire bar · in order
Wild Pink Salmon. Pumpkin. Honey. Flaxseed. Marine Collagen. Green Lipped Mussel. Rosemary Extract.
7 ingredients · All seven are food.
← The endurance bar
BACKCOUNTRY BEEF.
For the dog who works in the cold and holds the line on a long day. Muscle meat and organ meat together, dense in iron and B12, built for sustained effort.
— The entire bar · in order
Beef. Beef Lung. Pumpkin. Honey. Flaxseed. Marine Collagen. Green Lipped Mussel. Rosemary Extract.
8 ingredients · All eight are food.
EVERY INGREDIENT HAS A PURPOSE
— Wild Pacific Salmon
7 ingredients
01 · First ingredient
Wild Pink Salmon
Named species. Wild Pacific. Omega-3 dense. The protein your dog’s joints, coat, and recovery were built to run on.
02 · Second ingredient
Pumpkin
Whole vegetable. Fibre, beta-carotene, easy on the gut. Real pumpkin doing the real second-ingredient job.
03 · Shared
Honey
Single-ingredient whole-food sweetener. Not refined sugar. Not “natural flavour.” Whole-food honey, named on the label.
04 · Shared
Flaxseed
Plant Omega-3 backup. Fibre. Lignans. Supporting cast.
05 · Shared
Marine Collagen
Connective tissue and joint support. Peptides your dog’s body uses to repair after a 12 km morning.
06 · Shared
Green Lipped Mussel
New Zealand sourced. The single best clinical Omega-3 source for canine joint health. The reason your senior dog finishes the descent without seizing up.
07 · Shared
Rosemary Extract
Natural antioxidant preservative. Two-year shelf life held through formulation, not chemistry.
— Guaranteed analysis
22%
Real protein, minimum. 4,160 kcal/kg fuel density.
— Backcountry Beef
8 ingredients
01 · First ingredient
Beef
Real muscle meat. The protein your working dog evolved to metabolize on a long day in the cold. Dense, complete, named on the panel.
02 · Second ingredient
Beef Lung
Organ meat. Nutrient-dense. Iron, B12, taurine. The part of the animal working dogs ate before pet food companies decided to bleach it out of the panel.
03 · Third ingredient
Pumpkin
Whole vegetable. Fibre, beta-carotene, easy on the gut. Same pumpkin. Same job. Different position because beef + beef lung came first.
04 · Shared
Honey
Single-ingredient whole-food sweetener. Not refined sugar. Not “natural flavour.” Whole-food honey, named on the label.
05 · Shared
Flaxseed
Plant Omega-3 backup. Fibre. Lignans. Supporting cast.
06 · Shared
Marine Collagen
Connective tissue and joint support. Peptides your dog’s body uses to repair after a long day.
07 · Shared
Green Lipped Mussel
New Zealand sourced. The single best clinical Omega-3 source for canine joint health. Working dogs need it most.
08 · Shared
Rosemary Extract
Natural antioxidant preservative. Two-year shelf life held through formulation, not chemistry.
— Guaranteed analysis
22%
Real protein, minimum. 4,160 kcal/kg fuel density.
Same standard. Different fuel. Six of the seven supporting ingredients are shared across both bars. The only difference is the protein: Wild Pink Salmon vs. Beef + Beef Lung. Both panels destroy the Second-Ingredient Lie. Both deliver 22% real protein. Both made in Squamish.
The Trailhead Standard™.
Pillar 01
REAL FUEL
Real protein, first ingredient. Pumpkin in the deck. 22% real protein on the guaranteed analysis — triple what’s in the leading training treat. Marine collagen and green-lipped mussel for joint recovery. Whether you pick Wild Pacific Salmon or Backcountry Beef, the architecture doesn’t change.
22% protein · 4,160 kcal/kg
Pillar 02
CLEAN BURN
No glycerine. No cane sugar. No starch fillers. No "natural flavour." No synthetic preservatives. No calcium alginate casings. Energy that holds across the climb. Recovery that doesn't fight a sugar crash on the way back down. No gut trouble on the descent.
0g glycerine · 0 fillers · 0 mystery
Pillar 03
FIELD READY
Pocket-fit. Breaks clean. Resealable pouch. Two-year shelf life. Spec’d for a hip belt, not a pantry shelf. Doesn’t smear in your jacket. Doesn’t crumble in the pack. Doesn’t reek in the cab on the way home.
2-year shelf · breaks clean
GET IT BEFORE IT'S GONE FOR GOOD
Buy one. Get one free. Every 6-pack and 12-pack. Limited time only.
The Honest Origin Story
What they used to be.Only better.
The premium training treat aisle has a recurring origin story. A founder out on a trail, breaking an energy bar in half to share with their dog, realising dogs need real fuel too. It’s a good story. Three of the five biggest brands tell some version of it.
Then they sold.
The leading training treat: founded in 1995, sold to private equity in 2010, sold to a multinational in 2014, merged into a larger brand in 2018.
The freeze-dried nugget: founded in 2003, sold to the same multinational in 2023.
The most-traceable jerky: still independent, but manufactured outside Canada despite the Canadian story on the bag.
We’re what they used to be. Only better.
Founded by people who hike. Still owned by people who hike. Built in Squamish, BC. Made in Canada. Bilingual label, English and French, because we actually are.
Plus the things the original founders never thought to add. Marine collagen for joint recovery. Green-lipped mussel for clinical-grade Omega-3. No glycerine in the binder system because we engineered the shelf life through formulation instead. No “natural flavour” because every ingredient in the bar is named on the panel.
And we did it twice. Wild Pacific Salmon for the recovery bar. Backcountry Beef for the endurance bar. Same standard. Different fuel.
It’s not the brand they sold. It’s the brand they should have built.
WE STAND BEHIND OUR BARS
OUR NO-RISK GUARANTEE.
Risk 01
Dog won’t eat it?
Email us. Refund the full order. No back-and-forth. No return required. Keep it, give it to a neighbour’s dog, or compost it.
Risk 02
Damaged in transit?
Pouch torn. Bars crumbled. Anything wrong on arrival. Email us. Replaced same-week. No hoops, no return slips.
Risk 03
Decide it’s not for you in 30 days?
Email us. Refund. No questioning your decision. No retention survey. No call from a “save team.”
We’re a small team in Squamish, BC. The email (woof@fraps.ca) goes to a person, not a queue or a chatbot.
The person who replies probably runs with their own dog on the same trails this product was built for.
2% of every sale. Back to the tails.
2% of every FRAPS sale goes to dog rescue and trail stewardship. Every bar is a small donation in disguise.
No competitor in this category — not the B Corp, not the founder-story brand, not the multinational with a "give-back" line — matches this commitment.
You don't have to think about it. You don't have to add anything at checkout. You buy the bar. The bar takes care of the rest.
You’ve read the rule. Here’s the offer.
Buy one. Get one free. Every 6-pack and 12-pack. Limited time only.
Questions you'd rightfully have.
If it isn't here, email us at woof@fraps.ca.
-
No. There is no subscription at checkout. After your first order, you may receive a separate post-purchase invite by email if you'd like to subscribe at a discounted ongoing rate. You're never auto-enrolled.
-
22% real protein vs. 8% on their guaranteed analysis. Seven ingredients vs. seventeen. Zero glycerine vs. position #4 on their panel. Zero cane sugar vs. position #5. Made in Canada vs. owned by a multinational. Independent vs. acquired three times since 1995.
-
If your dog stopped showing interest after 2014 or 2018, the recipe likely changed. The leading training treat was sold and reformulated twice in that window. Reviewers across platforms noticed. The texture changed. The palatability changed. We're what they used to be, only with a cleaner panel and better functional ingredients.
-
Email us. Full refund, no hoops, no return required. The bar is real food made of real protein. Most dogs eat it on first offer. Some take a session. If yours doesn't, that's our problem to solve, not yours.
-
Because we're not running a permanent discount. We're running a limited-time BOGO offer to launch the brand. The effective per-bar price during the offer is $3.00 to $3.33. After the offer ends, retail prices apply and BOGO won't repeat.
-
Standard retail pricing applies. New orders pay $39.99 per 6-pack and $71.99 per 12-pack. Free shipping over $50. BOGO won't repeat — this is a limited-time launch offer.
-
Honey is a single-ingredient whole food. We named it on the panel because we use it. It does three jobs: palatability (your dog tastes it as food), shelf integrity (light antimicrobial), and binding (held the bar together without glycerine). It's not refined sugar, it's not corn syrup, it's not "natural flavour" hiding a sweetener. Whole-food honey, sourced and named.
-
2% of every sale goes to dog rescue and trail stewardship partners. The recipients are listed on our About page and rotate annually based on community input. No checkout add-on. No "opt in to give." The 2% is baked into every order automatically.
-
Two-year shelf life from production date, held without synthetic preservatives, through formulation. Once you open a pouch, the bars are best within a few weeks if kept resealed. They don't go off — they dry out.
-
No. Wild Pacific salmon. Named species (Wild Pink Salmon) on the panel. We do not source from farmed salmon operations.
-
The bars are formulated for adult adventure dogs. For a healthy adult dog of any size, the bar is safe and digestible. We recommend checking with your vet before introducing them to a puppy under 12 months.
-
No. FRAPS is fuel, not a meal replacement. Use it the way you'd use a Spring Energy gel for yourself: training rewards, trail fuel, recovery snacks, pre-effort energy. Not a substitute for your dog's regular feeding.
Last Thing
READ THE SECOND INGREDIENT.
The treat aisle isn't going to fix itself.
The multinationals that bought the original founder brands aren't going to remove glycerine from the soft-chew supply chain. The "Proudly Canadian" brands manufactured elsewhere aren't going to move their factories.
They've built their products around the ingredient panel they have.
We built ours around the performance we wanted.
Every ingredient included with purpose. Every claim is proudly displayed on the package. Every bar is made in Squamish, Canada by people who run dogs on the same trails you do.
Real ingredients. 22% real protein. 0g glycerine. 0 starch fillers. 0 mystery flavour. Made in Squamish, British Columbia, Canada · Independently owned & operated · 2% to the tails
You don’t buy treats.
You buy gear.
Limited time only · BOGO won’t repeat once the offer ends.
