HelloFresh Launches Private Label Pet Food Brand
Leading meal kit service HelloFresh is entering the ever-growing pet food space with the launch of its new, premium pet food brand The Pets Table.
The new brand, which is launching initially with food solutions for dogs, allows customers to choose one of four plans (Fresh, Air-Dried, Mixed, and Half of Fresh) for the exact caloric needs of their dog. By taking a quick quiz and inputting crucial information about a pet, including their breed, age, weight, activity level, build and more, The Pets Table is able to calculate the pet’s calorie requirements and customize meal plans that best meets their needs.
For 12 years, HelloFresh has been on a mission to change the way people eat forever. With the addition of The Pets Table, the company is aiming to change the way everyone eats forever,” said Laurent Guillemain, CEO of The Pets Table. “We’re thrilled to introduce The Pets Table and bring a healthy, convenient solution for pet parents. By leveraging HelloFresh’s world-class direct-to-consumer proficiencies, the company is uniquely positioned to disrupt the market with a high-quality, yet affordable alternative to the pet food category.”
According to pet ownership statistics from Forbes Advisor, two-thirds of households in the United States (nearly 87 million homes) own a pet, with 65.1 million households owning a dog. Since the COVID-19 pandemic, pet ownership has exploded, and HelloFresh’s launch into the pet category comes as consumers seek premium, minimally-processed pet food options.
HelloFresh, which delivered more than 490 million meals in the U.S. in 2022, said The Pets Table will benefit from HelloFresh’s manufacturing capabilities and technology infrastructure, giving consumers a high-quality product at a competitive price.
“After personally witnessing issues with the current pet food options for my own dog, my co-founders and I decided to use our experiences to solve the problems that pet parents face when feeding on a daily basis,” said Guillemain.