A pet treat with a rough surface texture and appearance is produced from a matrix binder and at least one granular filler having a particle size between 0.1 mm to 6 mm. The matrix binder may be selected from gelatinized starches, gelatinized flours, wheat gluten, soy protein, casein, caseinates, gelatin, hydrocolloids, gums and mixtures thereof. The granular filler may be selected from mill feeds, whole grains, distillers dried grains, pork grind, bird seed and mixtures thereof.