- Petco and industry pioneer JustFoodForDogs have co-developed new WholeHearted Fresh recipes
- The fresh and frozen pet food category is expected to reach $4 billion by 2025
- The trend of humanizing pets is driven by Millennials and Gen Z pet parents
SAN DIEGO, August 24, 2022 Petco Health and Wellness Company, Inc. (Nasdaq: WOOF) today announced the launch of a WholeHearted Fresh Recipes line of frozen dog foods. Petco’s continued investment in pet nutrition without artificials* is a direct response to the rapidly growing demand from pet parents for high quality, minimally processed pet food.
“Pet parents are driving one of the biggest trends in the pet industry as they increasingly seek fresh, human-grade food for all family members. “, said Petco CEO Ron Coughlin. “Led by Millennial and Gen Z pet parents who are hyper-focused on the health and well-being of their pets, we see trends of premiumization and humanization of pets companies continue to grow. WholeHearted Fresh Recipes will help meet this demand for high-quality foods, while playing a key role in Petco’s leadership in the expected to grow fresh and frozen space. $4 billion by 2025.”
Co-developed with JustFoodForDogs, a pioneering fresh and frozen pet food brand and longtime Petco supplier, WholeHearted Fresh Recipes’ new line is made with human-grade ingredients and formulated under the direction of a veterinarian. According to WholeHearted Whole Pet Nutrition Philosophy – offering an assortment of products to help support pets’ ideal weight, urinary and bowel health, joint support, and skin and coat protection – Petco’s new WholeHearted Fresh Recipes line contributes to ideal weight and a dog’s gut health. Meals, which include chicken and vegetables, beef and vegetables, and fish and vegetables, start at $6.79.
“With many pet parents already focused on supporting their pets” health set giving them high-quality nutrition, along with the huge success of our pet food brand, WholeHearted, we saw a clear opportunity to invest in helping families bridge the gap between food recipes fresh, human-grade animal feed developed under the guidance of veterinarians and affordably priced without compromise,” said Chief Marketing Officer of Petco Amy College. “We’re excited to help more pet owners give their pet’s bowl a real boost, especially during this time.”
Even in the current macro environment, pet food and treats – including the fresh and frozen nutrition segment – remain a strong staple with no significant signs of falling pet parent prices. of company. In fact, customer trends show that once families find the nutrition that meets their pets’ needs, they generally become loyal to that brand or product.**
“We are thrilled to take our partnership with Petco to new heights with WholeHearted Fresh Recipes,” said Julien Mac, CEO of JustFoodForDogs. “We want every dog to lead healthy, active lives and experience the power of science-backed food – our partnership with Petco plays a key role in that mission.”
Information shows that more than 90% of JustFoodForDogs shoppers at Petco purchase through Petco+ pet care centers, and fresh and frozen pet nutrition customers visit Petco more frequently and purchase more. With Petco’s infrastructure well suited to meet demand for fresh and frozen pet food, WholeHearted Fresh Recipes will be available in frozen form at most Petco Pet Care Centers in early September – with options refrigerators planned for the future. Pet parents will have access to quick and convenient access to frozen foods through petco.com and the Petco app, including same-day delivery and online purchase, in-store pickup. Petco will continue to be the exclusive national brick-and-mortar retailer to offer JustFoodForDogs.
Leveraging over 55 years of pet nutrition expertise and partnering with leading pet veterinarians and nutritionists, Petco has designed and introduced WholeHearted recipes that exceed Petco Nutrition Standards in 2016. WholeHearted’s affordable, high-quality nutrition offering quickly became a key differentiator and driver of success for the private label.
* Find out how Petco defines artificial ingredients on petco.com/nutritionstandards.
**Source: 2022 and 2021 Petco Consumer Surveys of over 1,000 pet owners in the United States.
+Source: Petco internal customer data.
About Petco, The Health + Wellness Co.:
Founded in 1965, Petco is a category-defining health and wellness company focused on improving the lives of pets, pet parents, and our own Petco Partners. We have consistently set new standards in pet care while providing comprehensive pet wellness products, services and solutions, and building communities that deepen the pet-pet bond. . We operate over 1,500 pet care centers across the United States, Mexico and Porto Rico, which offer merchandise, pets, grooming, training and a growing network of on-site veterinary hospitals and mobile veterinary clinics. Our comprehensive pet health and wellness ecosystem can be accessed through our pet care centers and digitally at petco.comand on the Petco app. In tandem with Petco Love (formerly the Petco Foundation), an independent, nonprofit organization, we work with and support thousands of local animal welfare groups across the country, and through in-store adoption events, we’ve helped find homes for more than 6.5 million animals.
Caution Regarding Forward-Looking Statements
This press release contains forward-looking statements within the meaning of Section 27A of the Securities Act of 1933, as amended, and Section 21E of the Securities Exchange Act of 1934, as amended, regarding expectations, beliefs, plans, objectives, goals, strategies, future events or performance and underlying assumptions and other statements other than statements of historical fact. Although Petco believes that the expectations and assumptions reflected in these statements are reasonable, there can be no assurance that such expectations will prove to be correct. Forward-looking statements are subject to numerous risks and uncertainties, including risk factors that Petco identifies in its filings with the Securities and Exchange Commission, and actual results may differ materially from the results discussed in such forward-looking statements. Petco undertakes no obligation to update publicly any forward-looking statements it may make, whether as a result of new information, future events or otherwise, except as required by law, regulation or other relevant legal authority. requires it.
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SOURCE Petco Health and Wellness Company, Inc.