You’ve seen him main event Wrestlemania. You’ve seen him stack and pin the greatest legends in sports entertainment. But if you were scanning the pet aisle or scrolling through TikTok a few years back, you might have seen Roman Reigns—The Tribal Chief himself—pitching something a little different: Roman Reigns dog food.
It sounds like a fever dream or a weird piece of lost media, but it was a very real business venture.
The partnership wasn't just a random celebrity endorsement where a star slaps their face on a bag and walks away with a check. It was actually a collaboration with a company called Shinto’s Pet Food. Specifically, it was the "Roman Reigns Signature Series." This wasn't some mass-produced kibble you’d find at a big-box retailer next to the generic brands. It was positioned as a premium, organic, holistic option for dogs who needed to "Acknowledge" their health.
Honestly, it's one of those weird intersections of celebrity branding and niche health markets that actually makes sense when you look at the man behind the persona. Joe Anoa'i (the man we know as Roman) has always been open about his personal health battles, including his fight with leukemia. When you go through something like that, you start looking at everything through a lens of purity and nutrition.
That mindset clearly bled over into how he viewed his dogs’ health.
The Shinto’s Connection and Why It Mattered
So, why Shinto’s? Most people haven't heard of them unless they are deep into the organic pet food world. Based in California, Shinto's Pet Food was founded by Dale Marcinkoski. They didn't do the standard "brown balls of mystery meat" thing. Instead, they focused on fresh, human-grade ingredients.
When Roman Reigns got involved, the pitch was simple: high-quality protein, no fillers, and no "junk."
The Roman Reigns dog food line featured specific recipes like Beef and Turkey. It was marketed as "The Power of the Big Dog." Clever, right? But the price point was high. We’re talking about a luxury product. This wasn't for the casual pet owner; it was for the person who treats their Frenchie or German Shepherd like a literal family member with a gourmet palate.
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It's fascinating because most wrestlers go for energy drinks, workout supplements, or clothing lines. Entering the pet nutrition space is a massive headache. You have AAFCO (Association of American Feed Control Officials) regulations to deal with, shelf-life issues with organic ingredients, and a supply chain that can break if a single crop of organic sweet potatoes fails.
Reigns wasn't just a face; he was a client. He used the food for his own dogs. That authenticity is what usually drives these niche brands, but it also makes them vulnerable to the realities of the market.
What Actually Happened to the Product?
If you go looking for a bag of Roman’s signature turkey recipe today, you’re going to have a hard time.
The line basically vanished.
There wasn't some massive scandal or a public "I quit" moment. It just faded out. Business is brutal. Managing a high-end, fresh-frozen or specialized dry food line requires insane logistics. When Roman transitioned into the "Tribal Chief" era—arguably the most demanding and successful run of his entire career—the bandwidth for managing a boutique pet food partnership probably got pretty thin.
Also, Shinto’s Pet Food itself has faced its own hurdles. Small, high-end businesses in the pet space often struggle against the massive marketing budgets of giants like Purina or Blue Buffalo. Even with the "Head of the Table" behind you, it's hard to convince a million people to switch to a $80 bag of specialty food when they’ve been buying the same thing for years.
Why the "Big Dog" Branding Worked (and Why It Didn't)
Marketing is a fickle beast. At the time, Roman was still leaning into the "Big Dog" persona. It was a natural fit. "Feed your dog like the Big Dog." It writes itself.
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However, wrestling fans are a specific demographic. While many are dog lovers, the Venn diagram of "WWE fans" and "people willing to spend a premium on organic, holistic Shinto’s pet food" might not have had as much overlap as the investors hoped.
The Reality of Celebrity Pet Brands
We see this a lot. Martha Stewart has a pet line. Rachael Ray has Nutrish (which actually became a billion-dollar brand). The difference is the distribution.
Rachael Ray went for the masses. Roman went for the elite.
The Roman Reigns dog food experiment is a great case study in what happens when a celebrity tries to disrupt a very technical industry. It wasn't a "failure" in terms of quality; by all accounts, the food was excellent. It was just... niche. Too niche for the world's most mainstream wrestler.
What You Should Know About Organic Pet Food Labels
If you were looking for Roman's food because you wanted that same level of quality, you have to be careful with labels. The term "human-grade" is actually a legal definition. It means every ingredient and the facility it was made in meets the standards for human consumption.
A lot of brands use "organic" or "natural" as buzzwords. They don't always mean what you think.
- Natural: Usually means no synthetic flavors or colors, but the quality of the meat could still be "feed grade."
- Organic: Must meet USDA standards for how the ingredients were grown (no pesticides, etc.).
- Human-Grade: The gold standard, but also the most expensive.
Roman's line aimed for that top tier. If you're looking for a replacement now that his line is defunct, you’re looking at brands like The Honest Kitchen or Farmer’s Dog. They follow the same philosophy that Roman was championing back then.
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Is It Ever Coming Back?
Probably not.
Roman is currently in the middle of a legacy-defining run in WWE. He’s a Hollywood-bound star. The "Big Dog" is gone, replaced by a much more complex, nuanced character. A dog food line doesn't really fit the current aesthetic of the high-collared, suit-wearing, "Acknowledge Me" Roman.
But it remains a cool footnote in his history. It showed that he cared about health and longevity, not just for himself but for the animals in his life.
Actionable Steps for Pet Owners Inspired by the Big Dog
If you liked the philosophy behind Roman's pet food line, you don't need his face on the bag to give your dog a "Tribal Chief" level of nutrition. You can take these steps today.
First, stop looking at the front of the bag. The front is just marketing. Flip it over. Look at the first five ingredients. If you see "meat by-products" or "corn gluten meal," put it back. You want whole proteins like "deboned chicken" or "salmon" at the very top.
Second, consider adding fresh toppers. Even if you can't afford a $100 bag of organic food, adding a little plain, boiled chicken or some steamed broccoli to standard kibble can boost the nutritional profile significantly. It's basically what the Shinto's line was trying to simplify for people.
Third, watch for hidden sugars. Many cheaper dog foods use sweeteners to make the bland kibble more palatable to dogs. Your dog doesn't need cane sugar or corn syrup. Check the label for anything ending in "-ose."
Finally, stay consistent. Roman didn't get to be the top guy in WWE by eating clean for one day. He did it through years of discipline. Your dog’s health is the same. Pick a high-quality food, stick with it, and monitor their energy and coat.
The Roman Reigns dog food line might be a relic of the past, but the trend of high-performance pet nutrition is only getting started. If you want your dog to stay at the "Head of the Table," it starts with what’s in their bowl.