The Beneful brand was marketed as a healthy dog food when it was introduced in 2001. Due to its popularity, the brand had more than $35 million in revenues annually. When the brand was first introduced, the parent company, Nestle Purina Petcare, launched a multi-million dollar campaign, which turned out to be among the largest in history.

Beneful caters to all types of dogs. Some of the best known foods include Healthy Smile, Healthy Fiesta, Healthy Weight, Healthy Growth for Puppies and Healthy Radiance. The snack line also features baked delights flavored with bacon, peanut butter, cheese, liver and beef. Dogs love the varying tastes and textures of the snacks. Beneful has also released a Healthy Harvest line for dog lovers who prefer to give their pets soy over meats.

In 2012, the Beneful brand was the subject of interactive billboards that allowed people to play virtual fetch. The line has also won numerous awards for packaging, best dog food and dog park design. The company renovated 1,000 dog parks at a cost of $500,000.