Petco Expands WholeHearted Line with Human-Grade Fresh Dog Food – Pet Business Magazine

Committed to making better pet nutrition more accessible, Petco Health and Wellness Company, Inc. has launched a WholeHearted Fresh Recipes line offering frozen nutrition for dogs. Petco’s investment in artificial-free pet nutrition is in direct response to growth in pet parent demand for high-quality, minimally processed pet food.
“Pet parents are driving one of the biggest trends the pet industry has seen as they increasingly seek out fresh, human-grade food for all members of the family,” said Petco CEO Ron Coughlin. “Led by Millennial and Gen Z pet parents who are hyper focused on their pets’ health and wellness, we’re seeing the premiumization and pet humanization trends continue to grow. WholeHearted Fresh Recipes will help meet this demand toward high-quality food, while playing a key role in Petco’s leadership in the fresh and frozen space that is expected to grow to $4 billion by 2025.”
Co-developed with JustFoodForDogs, a fresh and frozen pet food brand and long-standing Petco vendor, the new line of WholeHearted Fresh Recipes is comprised of human-grade ingredients and formulated under veterinary guidance. In accordance with WholeHearted’s Whole Pet Nutrition philosophy—offering an assortment of products to help support pets’ ideal weight, urinary and gut health, joint support, and skin and coat protection—Petco’s new WholeHearted Fresh Recipes line contributes to a dog’s ideal weight and gut health. The meals, which include chicken and vegetables, beef and vegetables, and fish and vegetables, begin at just $6.79.
“With many pet parents already focused on supporting their pets’ whole health by feeding them high-quality nutrition, plus the great success of our private-label pet food brand, WholeHearted, we saw a clear opportunity to invest in helping families bridge the gap between fresh, human-grade pet food recipes crafted under the guidance of veterinarians and an uncompromised, affordable price,” said Petco chief merchandising officer, Amy College. “We’re thrilled to help more pet parents give their pets’ bowl a real boost, especially during this time.”
Even in the current macro-economic environment, pet food and treats—including the fresh and frozen nutrition segment—remain a strong staple with no significant signs of pet parents trading down. In fact, customer trends show once families find the nutrition that works for their pets’ needs, they typically become loyal to that brand or product.
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