Petco Adds Frozen Options to Wholehearted Brand

The private label line formulated alongside JustFoodForDogs will now feature three new premium frozen meal options.
Zachary Russell
Associate Editor
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Petco Wholehearted

Pet retailer Petco has announced the expansion of its WholeHearted private label dog food line with new, human-grade frozen options.

Formulated alongside premium pet food producer JustFoodForDogs, the new line of WholeHearted Fresh Recipes is comprised of human-grade ingredients and formulated under veterinary guidance to help support pets' ideal weight, urinary and gut health, joint support, and skin and coat protection. The meals, which include chicken and vegetables, beef and vegetables, and fish and vegetables, begin at just $6.79.

"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."

Petco Wholehearted

WholeHearted Fresh Recipes will be available in frozen form at most Petco pet care centers in early September, with refrigerated options planned for the future. The new items can be found online and in-store alongside the retailer's other private label products. Petco is the exclusive brick-and-mortar retailer of JustFoodForDogs.

“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."


Founded in 1965, Petco currently operates more than 1,500 pet care centers across the U.S., Mexico and Puerto Rico.