Squamish-made Wild Salmon and Backcountry Beef bars skip the glycerine and land on shelves fromoutdoor shops to Pet Valu
SQUAMISH, B.C., November 9, 2026 -FRAPS Institute for Adventure Dogs, the Squamish brand fuelling dogs who hike, bike, ski and send it, is now stocked in more than 175 retail locations across Canada. The milestone comes just over six months after the company's two trail bars, Wild Salmon and Backcountry Beef, launched on May 1,2026.
FRAPS has taken an unusual path to shelf. Instead of starting in the pet aisle, the brand went where adventure dogs and their people already shop: outdoor retailers like Valhalla Pure and Escape Route, destinations like the Sea to Sky Gondola, and dog-friendly hotels including Fairmont Chateau Whistler and Sandman Hotel & Suites Squamish. Pet specialty followed, with FRAPS now in select Pet Valu and Bosley's locations and a growing list of independent petshops.
NO GLYCERINE, NO FILLERS - Most soft dog treats use vegetable glycerine to stay chewy and shelf-stable. FRAPS bars leave it out. Each 50 g bar is bound with Power 6 superfood binders instead, paired with real protein and green-lipped mussel for joint supportin active dogs. The bars break cleanly into portions on the trail and fit in a hip belt or hydration vest. All ingredients are sourced in Canada and every bar is made in Canada.
"Dogs who run, ski and paddle with us deserve the same standard we hold our own trail food to," said Alan Wood,founder of FRAPS Institute. "Leaving out glycerine and fillers made the bar harder to build, but it's the reason stores keep reordering. Getting to 175 stores in six months tells us adventure dog people have been waiting for this."
GIVING BACK ON EVERY BAR
Through its 2% For The Tails program, FRAPS gives 2% of sales to dog rescues, starting with Whistler Animals Galore (WAG) in its home region.
AVAILABILITY
FRAPS Wild Salmon and Backcountry Beef bars retail for $6.99 (MSRP) per 50 g bar. Find a store at fraps.ca or order online. Retailers can apply to stock FRAPS at dealers.fraps.ca
or through Faire.
or through Faire.
ABOUT FRAPS INSTITUTE
FRAPS Institute for Adventure Dogs makes trail-ready fuel for active dogs, with no glycerine and no fillers. The name comes from "frenetic random activity periods," better known as the zoomies, and the company's Chief Exploration Officer is Alma, the dog who started it all. Based in Squamish, B.C., FRAPS is stocked in 175+ storesacross Canada and gives 2% of sales to dog rescues through its 2% For The Tails program.
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Media contact
Alan Wood, Founder, FRAPS Institute
alan@fraps.ca | 905-616-7218