Dollar General Debuts Premium Private Brand Pet Food

Dollar General has rebranded its private brand line of dog and cat food, positioning its new Nature’s Menu assortment as premium products at a value price.

Developed in response to consumer insights, the new selection of reformulated products feature dry pet foods crafted with natural ingredients including real beef, lamb or farm-raised, cage free chicken as the top ingredient.

“Our team of brand managers and buyers strive to ensure each private brand item we develop focuses on the needs of our customers and their families. Such is the case with Nature’s Menu,” said Jackie Li, senior vice president of private brands and global sourcing at Dollar General.  “Nature’s Menu is made by a family-owned and operated company in the United States and, like other Dollar General private brands, is backed by our 100% satisfaction guarantee.”

The new pet foods contain vegetables and wholesome grains and are free from corn, soy, wheat, fillers, animal by-products, artificial colors, flavors and preservatives, according to the company. Nature’s Menu dry pet food products are enhanced with prebiotics and probiotics to help support healthy digestion, and they feature added vitamins, minerals and other trace nutrients including Omega 3 and 6 Fatty Acids for healthy skin and coats.

Nature’s Menu dry pet food is available chain-wide in 5-pound and 15-pound dog foods in Chicken, Lamb or Beef with Brown Rice; a 5-pound Chicken and Brown Rice puppy food; and a 3.5-pound Chicken and Brown Rice cat food. Prices range from $7 to $20 per bag.

This summer, Nature’s Menu will expand with the debut of a newly reformulated wet pet food, made in the U.S.. Additional details will be shared when available.