Petco adds to WholeHearted line

Focusing on more active dogs in need of a high-protein diet, Petco has debuted a line extension under its WholeHearted store brand called WholeHearted Active Performance.

The products come in two varieties — chicken and rice and beef and rice — and are available in stores and online. Petco’s WholeHearted brand has been around since 2016 and includes a range of wet food and treat products for both dogs and cats.

The latest WholeHearted Active Performance dog products emphasize the retailers focus on health and wellness and contain hand-picked probiotics to aid in digestion, as well as added nutrients to help promote powerful joints and healthy skin and coat. The products are formulated without corn and list meat as the top ingredient — focusing on supporting active dogs that need to maintain strong muscles. Petco touted that 89% of WholeHearted Active Performance's protein comes from animal sources. The private brands are sold at a value too, starting at $9.99 for a 5-pound bag.

"We are committed to improving the lives of pets and pet parents, and that means providing them with more specialized, high-quality nutrition offerings that meet their specific needs at an affordable price point," said Nick Konat, Petco chief merchandising officer. "Featuring a top-notch formulation and unique ingredient panel, WholeHearted Active Performance will help fuel active dogs while giving them the nutrients they need to help maintain healthy lifestyles."

Petco operates more than 1,500 locations across the United States, Mexico and Puerto Rico.