In an article in Petfood Industry in 2007, Tim Phillips, DVM, identified grain free as a new niche in the pet food market.
Along with fresh chilled, raw, organic, human-quality ingredients, natural, exotic ingredients, superpremium, ultrapremium, home-cooked meals fortified with supplements, meat-centric and protein-focused diets, grain free was called a growing niche. There are also niche diets for skin health, gut health, dental health, urinary tract health, weight management, puppy trainability, large breed puppies, performance, seniors, and pets with allergies.
Recent data from GfK shows that grain-free dog and cat food now accounts for one-third (34%) of all pet food sales, and 48% of the “natural” category.
Overall, grain-free SKUs brought in $2.6 billion in the past year (October 2014 to September 2015), a growth rate of 25%. Dog items accounted for $2.1 billion of those sales, with grain-free dog treats spiking a remarkable 43% year over year. And grain-free items now represent 46% of all sales in the Dog Wet category.
In some ways, grain-free’s success is a matter of sheer quantity; 45% of all pet food items introduced in the past year were grain-free – 1,557 new products, compared to 1,355 during the previous 12 months.
Another reason for grain-free’s elevated revenue is the category’s hefty price per pound – $3.01, on average; that is 26% higher than the overall pet food figure of $2.39 per pound.
Showing posts with label grain-free petfood. Show all posts
Showing posts with label grain-free petfood. Show all posts
Wednesday, December 9, 2015
Monday, November 30, 2015
GfK: Grain-free pet food has potential to outgrow natural
“Natural” pet food may get all the headlines, but grain-free is the engine powering the natural juggernaut. New data from GfK’s point-of-sale pet panel, which represents more than 11,000 pet specialty stores, shows that grain-free dog and cat food now accounts for one-third (34%) of all pet food sales, and 48% of the “natural” category.
Overall, grain-free SKUs brought in $2.6 billion in the past year (October 2014 to September 2015), a growth rate of 25%. Dog items accounted for $2.1 billion of those sales, with grain-free dog treats spiking a remarkable 43% year over year. And grain-free items now represent 46% of all sales in the Dog Wet category.
In some ways, grain-free’s success is a matter of sheer quantity; 45% of all pet food items introduced in the past year were grain-free – 1,557 new products, compared to 1,355 during the previous 12 months.
Another reason for grain-free’s elevated revenue is the category’s hefty price per pound – $3.01, on average; that is 26% higher than the overall pet food figure of $2.39 per pound.
“Grain-free has the potential to outgrow the natural category, because it also reaches into non-natural food and treats,” said Maria Lange, business group director of GfK’s POS Tracking (Pet) team. “Without grain-free, the natural category would be declining in growth – and we think grain-free’s potential is far from spent. Cat SKUs, in particular, represent an untapped opportunity for new grain-free sales gains.”
GfK’s POS pet panel in the US helps both retailers and manufacturers make smarter decisions. Pet specialty stores can gain free insights into the marketplace simply by sharing their sales data with GfK; and manufacturers can obtain unmatched reports on nationwide trends, as well as the performance of their own products and of competitors.
Overall, grain-free SKUs brought in $2.6 billion in the past year (October 2014 to September 2015), a growth rate of 25%. Dog items accounted for $2.1 billion of those sales, with grain-free dog treats spiking a remarkable 43% year over year. And grain-free items now represent 46% of all sales in the Dog Wet category.
In some ways, grain-free’s success is a matter of sheer quantity; 45% of all pet food items introduced in the past year were grain-free – 1,557 new products, compared to 1,355 during the previous 12 months.
Another reason for grain-free’s elevated revenue is the category’s hefty price per pound – $3.01, on average; that is 26% higher than the overall pet food figure of $2.39 per pound.
“Grain-free has the potential to outgrow the natural category, because it also reaches into non-natural food and treats,” said Maria Lange, business group director of GfK’s POS Tracking (Pet) team. “Without grain-free, the natural category would be declining in growth – and we think grain-free’s potential is far from spent. Cat SKUs, in particular, represent an untapped opportunity for new grain-free sales gains.”
GfK’s POS pet panel in the US helps both retailers and manufacturers make smarter decisions. Pet specialty stores can gain free insights into the marketplace simply by sharing their sales data with GfK; and manufacturers can obtain unmatched reports on nationwide trends, as well as the performance of their own products and of competitors.
Wednesday, April 15, 2015
Pet nutritionist discusses grain-free pet food debate
A recent report discussed the grain-free diet trend in pet food, and what consumers need to know about the debate over whether to feed pets a grain-free diet.
Adolphe noted that grains are a source of complex carbohydrates which, although they are not considered essential nutrients for pets, play a critical role by providing a highly digestible, readily available energy source.
She cited a report, “The genomic signature of dog domestication reveals adaptation to a starch-rich diet,” in saying that one of the steps in the domestication of dogs was their adaptation to a high-carbohydrate diet relative to that of carnivorous wolves.
The report, “The glucose and insulin response to isoenergetic reduction of dietary energy sources in a true carnivore: the domestic cat,” was cited because it notes that moderate amounts of carbohydrates may be beneficial to promoting insulin sensitivity in cats.
“Alternative dietary fiber sources in companion animal nutrition” is a report mentioned by Adolphe that shows that beta-glucans in pet food may control blood glucose and prevent obesity.
Adolphe said that most grain-free pet foods are higher in protein than conventional diets, which can be harmful to pets with certain medical conditions such as kidney disease.
Peas, tapioca and potatoes were provided as examples of beneficial grain-free carbohydrate sources.
Adolphe noted that grains are a source of complex carbohydrates which, although they are not considered essential nutrients for pets, play a critical role by providing a highly digestible, readily available energy source.
She cited a report, “The genomic signature of dog domestication reveals adaptation to a starch-rich diet,” in saying that one of the steps in the domestication of dogs was their adaptation to a high-carbohydrate diet relative to that of carnivorous wolves.
The report, “The glucose and insulin response to isoenergetic reduction of dietary energy sources in a true carnivore: the domestic cat,” was cited because it notes that moderate amounts of carbohydrates may be beneficial to promoting insulin sensitivity in cats.
“Alternative dietary fiber sources in companion animal nutrition” is a report mentioned by Adolphe that shows that beta-glucans in pet food may control blood glucose and prevent obesity.
Adolphe said that most grain-free pet foods are higher in protein than conventional diets, which can be harmful to pets with certain medical conditions such as kidney disease.
Peas, tapioca and potatoes were provided as examples of beneficial grain-free carbohydrate sources.
Wednesday, March 18, 2015
Canidae hires Umpf to launch brand in UK market
Canidae has hired UK communications agency Umpf to help it as it enters the UK market at the Crufts dog show March 5-8, 2015.
The company will launch its Grain Free Pure dog and cat food brands with trade and consumer public relations, social media and event activation, leading into a bigger campaign that will use traditional and digital channels to play up the products’ quality and grain-free attributes.
Canidae is working with Pedigree Wholesale, the UK’s largest pet and aquatic wholesaler. The distributor also will handle day-to-day marketing of Grain Free Pure, along with Umpf.
Steve Brown, managing director of Pedigree Wholesale, said the foods would benefit from a “fantastic distribution network.”
"There is a huge potential in the UK for what is, for the moment at least, a challenger brand and we have some really exciting campaigns lined up to raise the profile of Canidae in the UK," Brown added.
Texas-based Canidae was founded 18 years ago. It is available in more than 10,000 stores in the US, and sells nearly 100 formulated dry and canned petfoods, plus treats.
Canidae is working with Pedigree Wholesale, the UK’s largest pet and aquatic wholesaler. The distributor also will handle day-to-day marketing of Grain Free Pure, along with Umpf.
Steve Brown, managing director of Pedigree Wholesale, said the foods would benefit from a “fantastic distribution network.”
"There is a huge potential in the UK for what is, for the moment at least, a challenger brand and we have some really exciting campaigns lined up to raise the profile of Canidae in the UK," Brown added.
Texas-based Canidae was founded 18 years ago. It is available in more than 10,000 stores in the US, and sells nearly 100 formulated dry and canned petfoods, plus treats.
Friday, March 21, 2014
Merrick Pet Care unveils all-natural treats, expanded grain-free recipes at Global Pet Expo
- Merrick Kitchen Bites: Oven-baked biscuits based on Merrick's classic can recipes. Real deboned meat is the number one ingredient, and biscuits also include fresh fruits and vegetables. Available in six flavors.
- Merrick Power Bites: Soft and chewy all-natural treats high in protein; several flavors contain deboned meat as the number one ingredient and have no sorbic acid. Star-shaped treats serve well for training or rewards. Available in six flavors.
- Merrick Dental Chews: All-natural dental chews come in shapes and textures to combat plaque and tartar and freshen breath. Treats contain no sorbic acid or sodium copper chlorophylin. Available in five varieties, including Flossies, Texas Toothpicks and three sizes of bones: Mini Brush Bones, L'il Brush Bones and Big Brush Bones.
- ORGANIX Jerky Chip Cookies: All-natural oven-baked cookie treats with organic whole grains and protein-rich jerky chips from chicken, salmon, beef or lamb. The cookies also contain organic fruits and vegetables such as organic peas, organic apples and organic carrots, and contain no corn, soy or wheat. Four flavors available including Oatmeal & Salmon, Oatmeal & Beef and Oatmeal & Lamb, as well as Oatmeal & Chicken which is made with 95% organic ingredients (including organic chicken) and can bear the USDA Organic logo on the front of the bag.
- Good Buddy All American Nibs: Soft and chewy all-natural treats for dogs; ideal for training and rewards. Treats are grain-free, gluten-free, without sorbic acid and many flavors have real deboned meat as the number one ingredient. Treats also contain fresh fruits and vegetables. Available in six flavors.
- Pappy's Pot Roast Dinner: Made with big chunks of beef and hand-stuffed red jacket new potatoes and carrots in gravy.
- Carver's Delight Dinner: Made with big chunks of turkey and hand-stuffed Yukon gold potatoes and carrots in gravy.
- Big Texas Steak Tips Dinner: Made with big chunks of beef in gravy.
- Colossal Chicken Dinner: Made with big chunks of chicken and hand-stuffed peas and carrots in gravy.
- Four Merrick grain-free dry recipes for dogs: Grain-Free Real Salmon + Sweet Potato (grain-free fish recipe with 34% protein); Grain-Free Lamb + Sweet Potato (high-protein, poultry-free, grain-free lamb recipe with 30% protein); Grain-Free Puppy Recipe; and Grain-Free Healthy Weight Recipe (a nutritious and palatable recipe with a smart protein balance of lean meat plus animal and plant protein).
- Two Whole Earth Farms grain-free dry recipes for dogs: The relaunched Whole Earth Farms offers Grain-Free Recipe Beef + Lamb (poultry-free) and Grain-Free Recipe Chicken + Turkey. All seven Whole Earth Farms canned recipes are grain-free, including four loaf recipes and three new Hearty Stew Recipes.
Merrick Pet Care Inc. will introduce a lineup of more than 60 new all-natural food and treat recipes for dogs at the 2014 Global Pet Expo being held March 12-14, at the Orange Country Convention Center in Orlando, Fla. The products will include full lines of all-natural treats, humanized canned dog food recipes and expanded grain-free recipes, according to the company.
"Many pet parents believe their dog is the best dog ever, and to honor that relationship they seek the very best for their dog, including food choices that make every mealtime special with quality, nutrition and taste," said Mark Sapir, vice president of marketing for Merrick Pet Care. "This and other insights drove us in our development of our new items that we believe surpass many of the options currently available in the marketplace."
Natural treats are experiencing significant market growth, and to meet those expanding needs Merrick Pet Care is introducing a series of all-natural treats from both the Merrick and Castor & Pollux brands. From the Merrick brand, three new grain-free, gluten-free treat lines include:
The four grain-free Chunky Can flavors include:
New grain-free options throughout the company portfolio include:
"Many pet parents believe their dog is the best dog ever, and to honor that relationship they seek the very best for their dog, including food choices that make every mealtime special with quality, nutrition and taste," said Mark Sapir, vice president of marketing for Merrick Pet Care. "This and other insights drove us in our development of our new items that we believe surpass many of the options currently available in the marketplace."
Natural treats are experiencing significant market growth, and to meet those expanding needs Merrick Pet Care is introducing a series of all-natural treats from both the Merrick and Castor & Pollux brands. From the Merrick brand, three new grain-free, gluten-free treat lines include:
The four grain-free Chunky Can flavors include:
New grain-free options throughout the company portfolio include:
Tuesday, March 18, 2014
Innova introduces Nature's Table natural, grain-free petfood
- Grain Free Farm-Raised Chicken & Savory Turkey Recipe Adult Dog Food
- Grain Free Cold Water Salmon & Wild Herring Recipe Adult Dog Food
- Grain Free Ranch-Raised Beef & Red Lentils Recipe Adult Dog Food
- Grain Free Adult Dog Food with Ranch-Raised Bison & Green Lentils
- Grain Free Adult Dog Food with Pasture-Raised Venison & Split Peas
- Grain Free Farm-Raised Chicken Recipe Dog Treats
- Grain Free Ranch-Raised Beef & Garden Peas Recipe Dog Treats
- Grain Free Farm-Raised Chicken & Tender Turkey Recipe Adult Cat Food
- Grain Free Cold Water Salmon & Peas Recipe Adult Cat Food
- Grain Free Cold Water Salmon & Savory Chicken Recipe Cat Treats
Inspired by the farm-to-table movement, Innova has announced the launch of Nature's Table, a new line of premium grain-free, natural recipes.
Innova Nature's Table recipes each start with high-quality proteins like farm-raised chicken, cold water salmon or ranch-raised bison, according to the company, and include fresh fruits and vegetables like apples and carrots. "We know that our consumers care about high-quality, farm-grown ingredients that benefit their pets' natural lifestyle," said Dan Jackson, marketing director at Innova. "In fact, Innova was the first brand to create a grain-free product and Nature's Table recipes continue to follow this movement. By eliminating gluten, grains and white potato and using healthy carbohydrates like lentils and peas, similar to the way so many of us eat, we are proud to continue to provide pet parents with the ability to feed their pets natural products."
The recipes contain no chicken by-product meal, fillers, wheat, corn, soy, artificial preservatives, artificial colors or artificial flavors. Dog owners can choose from five dry recipes and two treats recipes:
Innova Nature's Table recipes each start with high-quality proteins like farm-raised chicken, cold water salmon or ranch-raised bison, according to the company, and include fresh fruits and vegetables like apples and carrots. "We know that our consumers care about high-quality, farm-grown ingredients that benefit their pets' natural lifestyle," said Dan Jackson, marketing director at Innova. "In fact, Innova was the first brand to create a grain-free product and Nature's Table recipes continue to follow this movement. By eliminating gluten, grains and white potato and using healthy carbohydrates like lentils and peas, similar to the way so many of us eat, we are proud to continue to provide pet parents with the ability to feed their pets natural products."
The recipes contain no chicken by-product meal, fillers, wheat, corn, soy, artificial preservatives, artificial colors or artificial flavors. Dog owners can choose from five dry recipes and two treats recipes:
Tuesday, March 11, 2014
Merrick Pet Care focuses on grain-free petfood in 2014
Merrick Pet Care Inc. has its eye on the grain-free petfood market in 2014, and is planning to launch more than 60 innovations at the upcoming Global Pet Expo in order to expand its hold on the growing industry segment.
The company has seen an 83% uptick in growth since launching its Real Whole Food Revolution initiative. The plan focuses on high-quality petfood formulas that produce the best possible product, according to the company. "That's what the Revolution was about: How do we reinvent all of our formulas, reinvent all our products, to make the very best product we can make, put it in the marketplace and win with superiority," said Greg Shearson, who took over as Merrick's CEO in 2011. "And that has had a tremendous first two-year impact on our company."
More specifically, Merrick has seen 212% growth in the company's grain-free category. "We've always had a very strong grain-free business, but now 40% of the category is being bought in grain-free," said Shearson. "Our brand is growing at seven times the rest of the category in the grain-free segment, so we've got a lot of momentum to drive in this area." It follows, then, that the company wants to further grow its presence in the segment. At the expo, Merrick plans to release new products in both the wet and dry petfood categories under the Merrick and Castor & Pollux brands, and will also release three new lines in the treats category.
New Products
Merrick's wet food category will gain grain-free chunky formulas and grain-free seasonal formulas under the Merrick brand, and Organix and Natural Ultramix formulas under the Castor & Pollux brand's natural dog and cat food line. The dry food category will be expanded with new Merrick-brand grain-free dry dog food recipes focusing on salmon and lamb, as well as puppy and healthy weight formulas. New treats will include all-natural, grain-free and gluten-free biscuit, chewy training treats and dental chews formulas under the Merrick brand, as well as new treats under Castor & Pollux's Organix and Good Buddy lines.
"The mission here is to become the leader in this natural/organic premium petfood space," said Shearson. "We as a company believe that we're very well positioned to make that stated objective possible, and we're committed to going after it every day, in all that we do."
Whole Earth Farms
Merrick re-launched its value brand Whole Earth Farms in January 2014 to take further advantage of that premium space. The brand aims to serve as a gateway to help convert more pet parent households from mass petfood brands to the natural category. "We've created an entry-point brand that we think will really help retailers with offering a trade-up option to mainstream users," said Shearson.
According to Merrick, Whole Earth Farms is a line of naturally nutritious dog food that offers an affordable choice for pet parents interested in exploring natural petfood. The brand features high-quality proteins in nutritionally complete, grain-free diets.
"One of the fundamental truths that drives us as a company is that pet parents really take the responsibility of the relationship and the nutritional decision-making [for their pets] to heart," said Shearson. "We all care passionately about our pets. The people who are in this premium petfood specialty space don't enter into these choices lightly. They really feel passionate about doing the absolute best. And it's helping them make better decisions, and helping them to better provide for the pets they love so much, that really drives the choices we're making in how we're running the company."
Global Pet Expo 2014 will take place March 12-14, 2014, at the Orange County Convention Center in Orlando, Fla.
The company has seen an 83% uptick in growth since launching its Real Whole Food Revolution initiative. The plan focuses on high-quality petfood formulas that produce the best possible product, according to the company. "That's what the Revolution was about: How do we reinvent all of our formulas, reinvent all our products, to make the very best product we can make, put it in the marketplace and win with superiority," said Greg Shearson, who took over as Merrick's CEO in 2011. "And that has had a tremendous first two-year impact on our company."
More specifically, Merrick has seen 212% growth in the company's grain-free category. "We've always had a very strong grain-free business, but now 40% of the category is being bought in grain-free," said Shearson. "Our brand is growing at seven times the rest of the category in the grain-free segment, so we've got a lot of momentum to drive in this area." It follows, then, that the company wants to further grow its presence in the segment. At the expo, Merrick plans to release new products in both the wet and dry petfood categories under the Merrick and Castor & Pollux brands, and will also release three new lines in the treats category.
New Products
Merrick's wet food category will gain grain-free chunky formulas and grain-free seasonal formulas under the Merrick brand, and Organix and Natural Ultramix formulas under the Castor & Pollux brand's natural dog and cat food line. The dry food category will be expanded with new Merrick-brand grain-free dry dog food recipes focusing on salmon and lamb, as well as puppy and healthy weight formulas. New treats will include all-natural, grain-free and gluten-free biscuit, chewy training treats and dental chews formulas under the Merrick brand, as well as new treats under Castor & Pollux's Organix and Good Buddy lines.
"The mission here is to become the leader in this natural/organic premium petfood space," said Shearson. "We as a company believe that we're very well positioned to make that stated objective possible, and we're committed to going after it every day, in all that we do."
Whole Earth Farms
Merrick re-launched its value brand Whole Earth Farms in January 2014 to take further advantage of that premium space. The brand aims to serve as a gateway to help convert more pet parent households from mass petfood brands to the natural category. "We've created an entry-point brand that we think will really help retailers with offering a trade-up option to mainstream users," said Shearson.
According to Merrick, Whole Earth Farms is a line of naturally nutritious dog food that offers an affordable choice for pet parents interested in exploring natural petfood. The brand features high-quality proteins in nutritionally complete, grain-free diets.
"One of the fundamental truths that drives us as a company is that pet parents really take the responsibility of the relationship and the nutritional decision-making [for their pets] to heart," said Shearson. "We all care passionately about our pets. The people who are in this premium petfood specialty space don't enter into these choices lightly. They really feel passionate about doing the absolute best. And it's helping them make better decisions, and helping them to better provide for the pets they love so much, that really drives the choices we're making in how we're running the company."
Global Pet Expo 2014 will take place March 12-14, 2014, at the Orange County Convention Center in Orlando, Fla.
Monday, November 25, 2013
Data from GfK show 28 percent spike in grain-free petfood sales
In the latest evidence that natural alternatives are driving the petfood market, GfK data for the past year show a 28 percent spike in grain-free food sales at US pet stores. Through its Retail and Technology division, GfK tracks sales in more than 11,000 US pet outlets, including national and regional chains, as well as neighborhood pet shops.
Overall, US$1.7 billion was spent on grain-free pet products at pet outlets over the year from September 2012 to September 2013, and account for about one-third of all new pet items introduced each month. In the past year, the number of grain-free pet products has grown 33 percent, to more than 3,500 on shelves currently - about 2,300 for dogs versus nearly 1,200 for cats.
Dog items also account for the vast majority of grain-free sales: US$1.4 billion in the past year from September 2012-13, compared to US$322 million for cat products. Additionally, consumers pay roughly 45 percent more for grain-free products.
"We see the growth of grain-free foods - and natural pet products generally - as part of a larger trend toward humanization of pets," said Maria Lange, senior product manager of GfK's Retail and Technology team. "Consumers are clearly comfortable splurging on pets they see as valued family members, not just everyday animals. We see brands like Blue Wilderness, Natural Balance and Taste of the Wild leading the way; and we expect other outgrowths of the natural trend to emerge in the coming months."
Overall, US$1.7 billion was spent on grain-free pet products at pet outlets over the year from September 2012 to September 2013, and account for about one-third of all new pet items introduced each month. In the past year, the number of grain-free pet products has grown 33 percent, to more than 3,500 on shelves currently - about 2,300 for dogs versus nearly 1,200 for cats.
Dog items also account for the vast majority of grain-free sales: US$1.4 billion in the past year from September 2012-13, compared to US$322 million for cat products. Additionally, consumers pay roughly 45 percent more for grain-free products.
"We see the growth of grain-free foods - and natural pet products generally - as part of a larger trend toward humanization of pets," said Maria Lange, senior product manager of GfK's Retail and Technology team. "Consumers are clearly comfortable splurging on pets they see as valued family members, not just everyday animals. We see brands like Blue Wilderness, Natural Balance and Taste of the Wild leading the way; and we expect other outgrowths of the natural trend to emerge in the coming months."
Wednesday, November 20, 2013
Canagan launches Light/Senior grain-free dog food variety
Canagan launched a Light/Senior grain-free dog food variety.
British petfood company Canagan has launched a Light/Senior variety of its grain-free dog food, specifically formulated to meet the nutritional needs of older and overweight dogs.
The new food contains a blend of 60 percent meat or fish from both wet and dry sources, 40 percent vegetable products and beneficial botanicals. This formula contains sweet potato in place of grains, which, as a soluble fiber, is easier for dogs to digest. The food also contains compounds to help support joint health.
The Light/Senior variety dog food is available in 2kg, 6kg and 12kg bags.
Thursday, October 17, 2013
Petco launches new marketing campaign driven by pet humanization trend
Petco recently launched a US$10 million marketing campaign, as part of which the company changed its slogan to "The Power of Together" from "Where the Healthy Pets Go," in hopes of capitalizing on the trend of pet humanization.
"As a company, we were at a place where we really wanted to continue to evolve our brand beyond just products and services, to connect emotionally with our customers and their pets," said Elisabeth Charles, chief marketing officer for Petco Animal Supplies.
To attract consumers, the company expanded its selection of products, which now includes things like treats by the pound, grain-free petfood and veterinary care. Petco's expanded offerings for pets and focus on pet humanization is expected to earn the company more than US$4 billion in sales in 2014.
CEO Jim Myers said consumers' purchases are more-closely reflecting their own interests, which means a strong interest in natural, organic and other specialty foods.
"Pet owners are very concerned these days with ingredient panels and ensuring that the best quality of items are in their foods," Myers said. "There's a lot more awareness of pet allergies and things that can help improve the skin and coat of your animal."
He said that consumers are more educated now on their pets' nutritional needs, so whereas they used to come in asking, "What's good?" he said, now they come into stores looking to learn about protein levels and grain types.
"I think it's just a natural progression, when we all want to do the very best for the people in our lives, and the animal is becoming part of the family and so is treated like another family member," Myers said.
Along with the new branding campaign, Petco is putting more focus on training its employees so they are knowledgeable to help customers who come in looking for these specialty petfoods.
"Even during tougher times, people are going to feed and clothe their animals," Myers said. "They may cut back on toys for a period of time, but people are very loyal to their pets."
"As a company, we were at a place where we really wanted to continue to evolve our brand beyond just products and services, to connect emotionally with our customers and their pets," said Elisabeth Charles, chief marketing officer for Petco Animal Supplies.
To attract consumers, the company expanded its selection of products, which now includes things like treats by the pound, grain-free petfood and veterinary care. Petco's expanded offerings for pets and focus on pet humanization is expected to earn the company more than US$4 billion in sales in 2014.
CEO Jim Myers said consumers' purchases are more-closely reflecting their own interests, which means a strong interest in natural, organic and other specialty foods.
"Pet owners are very concerned these days with ingredient panels and ensuring that the best quality of items are in their foods," Myers said. "There's a lot more awareness of pet allergies and things that can help improve the skin and coat of your animal."
He said that consumers are more educated now on their pets' nutritional needs, so whereas they used to come in asking, "What's good?" he said, now they come into stores looking to learn about protein levels and grain types.
"I think it's just a natural progression, when we all want to do the very best for the people in our lives, and the animal is becoming part of the family and so is treated like another family member," Myers said.
Along with the new branding campaign, Petco is putting more focus on training its employees so they are knowledgeable to help customers who come in looking for these specialty petfoods.
"Even during tougher times, people are going to feed and clothe their animals," Myers said. "They may cut back on toys for a period of time, but people are very loyal to their pets."
Thursday, September 19, 2013
Spring Naturals launching grain-free dinners for cats
Spring Naturals is launching a new line of grain-free dinners for cats. The new cat food will be available in five varieties, as well as 14 selections in 5.5-ounce and 3-ounce cans.
Each dinner variety is made in the US with real poultry, fish or meat as the first ingredient, blended with eggs and whole chickpeas for protein, as well as berries. The foods are 100 percent grain free, and are also free of artificial preservatives, colors and flavors.
The brand's new cat food packaging features the bright appearance of the dog food packaging to help consumers recognize the products.
Each dinner variety is made in the US with real poultry, fish or meat as the first ingredient, blended with eggs and whole chickpeas for protein, as well as berries. The foods are 100 percent grain free, and are also free of artificial preservatives, colors and flavors.
The brand's new cat food packaging features the bright appearance of the dog food packaging to help consumers recognize the products.
Monday, September 9, 2013
Petco to carry CANIDAE Life Stages, Grain Free PURE petfood formulas in US
CANIDAE Natural Pet Food Company announced today that as of October 1, its Life Stages and Grain Free PURE petfood formulas will be available at all US Petco and Unleashed by Petco stores online, making Petco the first and only national retailer to carry the line.
"We're proud to partner with a company that shares our core values and beliefs in caring for pets' overall well-being," said Frank Hon, vice president of global sales for CANIDAE. "Making our products available at Petco will provide widespread and convenient access to our customers and give us the ability to direct more funding to continued nutritional advances, new product launches and more consumer discounts. We're excited about this new partnership and we remain strongly committed to the pet specialty retail market."
"We're thrilled to add CANIDAE to Petco's industry-leading assortment of natural petfood brands," said John Sturm, Petco's vice president of merchandising for food and treats. "Like Petco, we know CANIDAE is committed to providing pet parents with high-quality, natural products to keep pets healthy and happy."
"We're proud to partner with a company that shares our core values and beliefs in caring for pets' overall well-being," said Frank Hon, vice president of global sales for CANIDAE. "Making our products available at Petco will provide widespread and convenient access to our customers and give us the ability to direct more funding to continued nutritional advances, new product launches and more consumer discounts. We're excited about this new partnership and we remain strongly committed to the pet specialty retail market."
"We're thrilled to add CANIDAE to Petco's industry-leading assortment of natural petfood brands," said John Sturm, Petco's vice president of merchandising for food and treats. "Like Petco, we know CANIDAE is committed to providing pet parents with high-quality, natural products to keep pets healthy and happy."
Friday, August 9, 2013
New natural petfood line infused with extra virgin olive oil
Pyramid Pet Products has a new line of petfood that not only includes natural protein sources with added super foods, such as blueberries, kelp, sweet potatoes and probiotics, but is also infused with extra virgin olive oil.
The new brand, Tuscan Natural Pet Food Products, includes nearly a standard, full-size bottle of olive oil in a 30-pound bag, or the equivalent of a tablespoon per serving.
Olive oil, Pyramid says, has multiple health benefits, including lowering cholesterol, improving ability to digest proteins, fighting diabetes and aiding in prevention of bone density loss.
"The idea for Tuscan Natural Pet Food Products was born out of our appreciation for olive oil and its many health benefits, so we asked ourselves why we shouldn't include it in our pet's diets as well," said Matt Boyer, president of Pyramid Pet Products. "We began researching why other petfoods don't use olive oil and found they were using cheaper polyunsaturated fats. Generally speaking, we saw companies using inferior ingredients, putting profits over the health of pets and felt that we should formulate a healthy, nutritious diet that would include only the finest ingredients."
Three varieties of the food are offered: Simply Pure, a limited ingredient diet for dogs; Harvest, with multiple protein sources and added "super foods"; and Carne, grain-free dog and cat food.
The new brand, Tuscan Natural Pet Food Products, includes nearly a standard, full-size bottle of olive oil in a 30-pound bag, or the equivalent of a tablespoon per serving.
Olive oil, Pyramid says, has multiple health benefits, including lowering cholesterol, improving ability to digest proteins, fighting diabetes and aiding in prevention of bone density loss.
"The idea for Tuscan Natural Pet Food Products was born out of our appreciation for olive oil and its many health benefits, so we asked ourselves why we shouldn't include it in our pet's diets as well," said Matt Boyer, president of Pyramid Pet Products. "We began researching why other petfoods don't use olive oil and found they were using cheaper polyunsaturated fats. Generally speaking, we saw companies using inferior ingredients, putting profits over the health of pets and felt that we should formulate a healthy, nutritious diet that would include only the finest ingredients."
Three varieties of the food are offered: Simply Pure, a limited ingredient diet for dogs; Harvest, with multiple protein sources and added "super foods"; and Carne, grain-free dog and cat food.
Thursday, August 8, 2013
Canidae reformulates grain-, gluten-free PURE dog, cat food formulas
Canidae Natural Pet Food Company announced it is reformulating its grain- and gluten-free PURE dog and cat food formulas. Along with reformulated foods, the company updated the petfood packaging and will launch two new grain-free treat varieties for dogs, under the PURE Heaven name, and two grain-free treat varieties for cats, under the PURE Taste name.
The new petfood recipes are made using seven to 10 key ingredients, including fresh meat or fish, and whole foods like sweet potatoes, chickpeas and peas. The reformulated foods also include Canidae's HealthPLUS Solutions, applied on the kibble after cooking to ensure live probiotic cultures that support healthy digestions, plus omega 6 and 3.
Formulas include PURE Elements made with fresh lamb for dogs and fresh chicken for cats, PURE Land for dogs made with fresh bison, PURE Sky for dogs made with fresh duck, and PURE Sea for dogs and cats made with fresh salmon. All Grain Free PURE dry dog recipes are now formulated to meet the nutritional levels established by the Association of American Feed Control Officials' Dog Food Nutrient Profiles for Maintenance. All Grain Free PURE dry cat recipes are formulated to meet the nutritional levels established by the AAFCO Cat Food Nutrient Profiles for All Life Stages.
According to Frank Hon, vice president of global sales: "We're proud to be bring this new standard in grain-free nutrition to market. Our new recipes were carefully formulated at our own research and development center, Ethos Pet Nutrition, in Brownwood, Texas. During the process, we conducted extensive studies and testing to ensure optimal transition for pets to the new formulas. The results are great taste, superior nutrition and a smooth transition leading to an overall improvement in stool quality."
New products will begin to appear on retailers' shelves in August.
The new petfood recipes are made using seven to 10 key ingredients, including fresh meat or fish, and whole foods like sweet potatoes, chickpeas and peas. The reformulated foods also include Canidae's HealthPLUS Solutions, applied on the kibble after cooking to ensure live probiotic cultures that support healthy digestions, plus omega 6 and 3.
Formulas include PURE Elements made with fresh lamb for dogs and fresh chicken for cats, PURE Land for dogs made with fresh bison, PURE Sky for dogs made with fresh duck, and PURE Sea for dogs and cats made with fresh salmon. All Grain Free PURE dry dog recipes are now formulated to meet the nutritional levels established by the Association of American Feed Control Officials' Dog Food Nutrient Profiles for Maintenance. All Grain Free PURE dry cat recipes are formulated to meet the nutritional levels established by the AAFCO Cat Food Nutrient Profiles for All Life Stages.
According to Frank Hon, vice president of global sales: "We're proud to be bring this new standard in grain-free nutrition to market. Our new recipes were carefully formulated at our own research and development center, Ethos Pet Nutrition, in Brownwood, Texas. During the process, we conducted extensive studies and testing to ensure optimal transition for pets to the new formulas. The results are great taste, superior nutrition and a smooth transition leading to an overall improvement in stool quality."
New products will begin to appear on retailers' shelves in August.
Tuesday, January 15, 2013
FDA, Merrick Pet Care investigate moldy cat food cans
The US Food and Drug Administration and Merrick Pet Care announced they are investigating a California, USA, pet owner's complaint that mold was found in Merrick cat food cans.
The moldy cat food cans were first reported on TruthAboutPetFood.com, which said the cans came from two cases and did not appear to be sealed properly because they did not make a vacuum-seal noise when they were opened. The cat food associated with the complaint is Merrick BG Chicken Grain Free Cat Food, sold in 5.5-ounce cans, with a "best by" date of March 14 and lot number 12074 CL2 20473 1203.
“We take pet health very seriously, and our number one priority is to ensure that we are doing everything we can to help in the care and well-being of pet family members,” a Merrick spokesman said. “We are aware of this report regarding the cat cans and have been in touch with this customer, with the common goal of obtaining the necessary information to investigate this matter more fully as well as ensure their pet’s continued good health. As you may know, there are a number of ways cans can be compromised and we are working diligently to understand more about this particular situation.”
The moldy cat food cans were first reported on TruthAboutPetFood.com, which said the cans came from two cases and did not appear to be sealed properly because they did not make a vacuum-seal noise when they were opened. The cat food associated with the complaint is Merrick BG Chicken Grain Free Cat Food, sold in 5.5-ounce cans, with a "best by" date of March 14 and lot number 12074 CL2 20473 1203.
“We take pet health very seriously, and our number one priority is to ensure that we are doing everything we can to help in the care and well-being of pet family members,” a Merrick spokesman said. “We are aware of this report regarding the cat cans and have been in touch with this customer, with the common goal of obtaining the necessary information to investigate this matter more fully as well as ensure their pet’s continued good health. As you may know, there are a number of ways cans can be compromised and we are working diligently to understand more about this particular situation.”
Wednesday, November 14, 2012
Instinct offers variety-pack of grain-free canned cat diets
Instinct, a natural and grain-free petfood brand, has introduced a variety pack with its Instinct grain-free canned diets for cats.
This package offers 12, 5.5-ounce cans in three different proteins: Chicken Formula, Duck Formula and Salmon Formula. The company says the formulas include 95 percent pure animal protein and 5 percent fruits and vegetables, formulated for all life stages and breeds of cats.
“Instinct Cans variety packs provide a simple solution for cat owners who want variety without having to juggle lots of cans during their shopping experience,” said Melissa Werges, Instinct Cat brand manager. “We wanted to offer a pre-packaged option that’s easy to pick up and carry, that also provides variety and a true value to the pet parent.”
The new variety pack of cat food will be available at pet specialty retailers in the US and Canada in December.
This package offers 12, 5.5-ounce cans in three different proteins: Chicken Formula, Duck Formula and Salmon Formula. The company says the formulas include 95 percent pure animal protein and 5 percent fruits and vegetables, formulated for all life stages and breeds of cats.
“Instinct Cans variety packs provide a simple solution for cat owners who want variety without having to juggle lots of cans during their shopping experience,” said Melissa Werges, Instinct Cat brand manager. “We wanted to offer a pre-packaged option that’s easy to pick up and carry, that also provides variety and a true value to the pet parent.”
The new variety pack of cat food will be available at pet specialty retailers in the US and Canada in December.
Friday, September 21, 2012
Dr. Harvey's introduces new dog food formula at SuperZoo
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Dr. Harvey's Veg-to-Bowl Fine Ground is a pre-mix meal with nine dehydrated vegetables and herbs for dogs.
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The new formula is grain free and has nine dehydrated vegetables and herbs. Veg-to-Bowl dog food is a pre-mix meal that just requires pet owners to add water, oil and a protein of their choice.
“What you feed to your companion animals is the key to their health, and just as important as what we feed ourselves,” said Wendy Shankin-Cohen, president and CEO of Dr. Harvey’s. “Feeding artificial and low-grade ingredients is still the number one reason for the rise in degenerative diseases. We are committed to making the very best food made from the very best ingredients!”
Thursday, August 9, 2012
Merrick Pet Care launches 11 new dog food recipes
Merrick Pet Care Inc. is introducing a new line of 11 dog food recipes designed to provide balanced nutrition, under its Classic and Grain Free dog food brands.
The dog food recipes, which will coincide with new pet food packaging, will be available at Petco, independent pet specialty stores and select online retailers. The company says the food is cooked in Merrick's own kitchens with ingredients sourced from local growers.
With the launch of the new dog food recipes, consumers can sign up for the Merrick Food Revolution on Facebook to receive updates on the recipes, and they can also post pictures of their dogs to help "bark" the news about the food to fellow dogs and human friends.
The dog food recipes, which will coincide with new pet food packaging, will be available at Petco, independent pet specialty stores and select online retailers. The company says the food is cooked in Merrick's own kitchens with ingredients sourced from local growers.
With the launch of the new dog food recipes, consumers can sign up for the Merrick Food Revolution on Facebook to receive updates on the recipes, and they can also post pictures of their dogs to help "bark" the news about the food to fellow dogs and human friends.
Wednesday, July 18, 2012
Holistic Select adds new grain-free dog, cat food formulas
Natural pet food manufacturer Holistic Select added new grain-free canine and feline formulas to its diet offerings.
The new canine pet food formulas include Grain-Free Adult & Puppy Health Salmon and Anchovy & Sardine Meal Recipe; new feline formulas include Grain-Free Indoor Health/Weight Control Turkey, Chicken and Herring Meals Recipe.
Holistic Select's new grain-free formulas support digestive health and are also suitable for pets with allergies or grain and gluten sensitivities. The petfood formulas contain healthy fruits and vegetables, and contain no meat or poultry by-products, artificial preservatives, colors or flavors, fillers, wheat or wheat gluten.
The new canine pet food formulas include Grain-Free Adult & Puppy Health Salmon and Anchovy & Sardine Meal Recipe; new feline formulas include Grain-Free Indoor Health/Weight Control Turkey, Chicken and Herring Meals Recipe.
Holistic Select's new grain-free formulas support digestive health and are also suitable for pets with allergies or grain and gluten sensitivities. The petfood formulas contain healthy fruits and vegetables, and contain no meat or poultry by-products, artificial preservatives, colors or flavors, fillers, wheat or wheat gluten.
Tuesday, July 17, 2012
Instinct launches new raw frozen diet products for dogs, cats
Instinct, a brand of raw frozen diets for pets, has launched two new pet food products: Instinct Raw Boost kibble and Instinct Frozen Raw Bites.
Instinct Raw Boost is a pet food that integrates Instinct's freeze-dried raw formulas with grain-free kibble, available in chicken, duck and venison for dogs, as well as chicken and duck for cats. Instinct Raw Bites are in the "scoop and serve" form of feeding to make it more convenient for pet owners to quickly thaw and serve to pets. Instinct Raw Bites are available in four formulas for dogs or cats: chicken, beef, duck and lamb.
“Pet parents want vibrant health for their cats and dogs, and providing a grain-free food that’s high in protein is the foundation for optimal health,” said Eric Emmenegger, senior brand manager. “And, while many people understand the benefits of feeding raw to their pets, the frozen form may not work with their lifestyle. Freeze-drying simply removes moisture while maintaining the food’s natural integrity. By integrating freeze-dried raw pieces with our kibble, pet parents are able to easily serve a boost of healthy raw food in every bowl.”
To celebrate the launch of the new formulas, Instinct is giving away free petfood samples to those who "like" its Facebook page. Instinct will allow users to request a free 3-ounce sample of Instinct Raw Boost, for a total of 50,000 samples given away on a first-come, first-served basis.
Instinct Raw Boost is a pet food that integrates Instinct's freeze-dried raw formulas with grain-free kibble, available in chicken, duck and venison for dogs, as well as chicken and duck for cats. Instinct Raw Bites are in the "scoop and serve" form of feeding to make it more convenient for pet owners to quickly thaw and serve to pets. Instinct Raw Bites are available in four formulas for dogs or cats: chicken, beef, duck and lamb.
“Pet parents want vibrant health for their cats and dogs, and providing a grain-free food that’s high in protein is the foundation for optimal health,” said Eric Emmenegger, senior brand manager. “And, while many people understand the benefits of feeding raw to their pets, the frozen form may not work with their lifestyle. Freeze-drying simply removes moisture while maintaining the food’s natural integrity. By integrating freeze-dried raw pieces with our kibble, pet parents are able to easily serve a boost of healthy raw food in every bowl.”
To celebrate the launch of the new formulas, Instinct is giving away free petfood samples to those who "like" its Facebook page. Instinct will allow users to request a free 3-ounce sample of Instinct Raw Boost, for a total of 50,000 samples given away on a first-come, first-served basis.
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