In short: Over the Fence reads your rival pet brands’ stores for you. Every week it reads homepage offers, the price and stock of the products that matter most to you, and the rest of each store. New SKUs, markdowns, sell-outs and promo banners show up as changes. We also track Google rankings, which sites AI Overviews cite for your searches, and what rivals post on Instagram.
Pet food and treat brands change quietly. A new protein launches, a bag size gets marked down, a free-shipping bar moves, or a bestseller sells out. Shoppers compare brands by name long before they search for competitor tools. We read your rivals’ stores and tell you what changed, with a link to the page we read.
What rival pet brands change
Formulas and bag sizes shift. A rival may add a limited protein, change bag weight, or swap a “new” badge onto an existing line. Those moves sit on product pages and new-arrival collections.
Promos often live in banners more than in list prices. Free shipping over a dollar amount, a first autoship discount, and gift-with-purchase often never touch the base price. We read the top of each rival’s homepage every week.
Autoship and subscription terms differ. Discount depth, delivery cadence and free-shipping rules vary by brand. When a rival changes them, shoppers notice.
Stock gaps open windows. A sold-out bestseller on a rival’s site is a week you can win, if you hear about it.
What stood out
On October 20, 2026 we read five US direct-to-consumer pet brands from their public homepages and product pages.
- First-box deals are the headline offer on most subscription sites: Ollie and Nom Nom around 50% off the first box, Sundays 30%, Spot & Tango UnKibble 20% (with a 14-day risk-free trial).
- Free shipping is not one rule. Sundays ships free to all 50 states; Spot & Tango includes it on plans; Ollie showed free shipping with no dollar minimum; Nom Nom free shipping kicks in at $85+ on meal plans (48 contiguous states); Open Farm at $50+.
- Open Farm looks most like a traditional online shop in this group — clear bag prices, autoship discount, promo codes, and a sell-out on one freeze-dried size that day. The other four lean harder on subscriptions, trials, or plan quizzes.
- Some prices stay behind a quiz or sampler. Sundays did not show a simple dollar price on food pages in this pass; Ollie’s $25 sampler is the obvious public entry; Spot & Tango’s fresh line advertises a per-meal starting point without the same size table as UnKibble on the homepage.
Five pet brands, side by side
Read from each brand’s own store on October 20, 2026 (HKT). A dash means it wasn’t on the pages we read.
| Ollie | Nom Nom | Spot & Tango | Open Farm | Sundays for Dogs | |
|---|---|---|---|---|---|
| Category | Fresh human-grade dog food (subscription) | Gently cooked fresh dog food (subscription) | Fresh + UnKibble dog food (subscription) | Ethically sourced dog & cat food / kibble | Air-dried dog food (subscription) |
| Platform | Custom (Next.js); myollie.com → ollie.com | Custom (myshopify string; products.json 404) | Custom (Next.js) | Shopify + Recharge | Custom (no Shopify JSON) |
| House SKU price | Fresh Food Sampler Box $25 | Plan: Small $1.60–$2.60/meal; Scoopable Clusters Chicken $69.99 / Beef $77.99 | Fresh from $0.53/meal; UnKibble Small $0.85/meal (was $1.06) | Wild-Caught Salmon & Ancient Grains Dog Kibble 4 lb $29.99 | – (no public $ on food pages) |
| Autoship offer | 50% off first box (+ free poop bags); sampler path 20% off first full order | 50% off trial CTA | UnKibble 20% OFF (strike meal prices); risk-free 14-day trial | 5% Autoship + first-order/Autoship promo codes (e.g. 20–35%) | 30% off first box |
| Free shipping from | Free Shipping (no $ threshold observed) | Meal plans $85+ (48 contiguous states) | Free shipping (all plans; no $ threshold) | Orders $50+ | Free shipping always — all 50 US states |
| Sold out that day | – | – | – | Goodbowl™ Salmon FDR Morsels 46 oz unavailable | – |
| Newest products (if obvious) | – | NEW Scoopable Meal Clusters (Chicken / Beef) | – | Icelandic Fish packs (created 2026-09-16; ~34d / badge new) | – |
| Homepage / promo highlight | “50% off your first box + free poop bags for life”; Try Fresh for $25 | “Try our NEW Scoopable Meal Clusters”; “Try for 50% off” | “RISK-FREE TRIAL” + “FREE SHIPPING”; Fresh from $0.53/meal | “Free Shipping on orders over $50”; Autoship % banners | “30% off your first box”; free shipping all 50 states |
The same reading done every week, for the products on your list and the rest of each store, is what we do for you.
See your competitors this week
Type your address. We find the sites that turn up next to yours in Google, in your country and language, and read them every week.
14 days free, then from $49 a month. Cancel any time.
Setting it up for a pet brand
- Type your store’s address. We work out that you sell pet products, and in which country.
- Check the rivals we suggest. Add the brands your customers name at checkout and in reviews.
- Fill your price list. Put each rival’s version of your bestsellers, same protein, bag size or treat type.
- Set the alert. Default: price moves of 10% or more on the list, plus sell-outs and restocks.
- Read the Monday email. Three findings at most, each with a link to its source page.
What we don't do
- We don't track sizes one by one. We see whether a product is in stock or sold out. We do not report which variants are left.
- We don't see sales. We can tell you a rival marked products down. We can't tell you how many they sold.
- We don't read behind logins. No member prices, no wholesale portals, nothing at checkout.
- We don't reprice your store. We report and you decide.
- We read once a week. A flash sale that starts and ends between two reads can slip past.
What it costs
Every plan starts with 14 days free, and you can cancel any time from your dashboard.