Petco Launches Private Label Pet Kitchenware Products
Private label pet assortments continue to grow and Petco has taken another step to offering its shoppers a unique product line with the recent launch of Reddy Kitchen.
The new line is touted by the pet products retailer as a multifunctional kitchenware collection that includes items for pet food storage, food preparation, mealtime and cleanup. Products in Reddy Kitchen are now available in stores and at Petco.com.
According to the retailer, the line is designed to allow products to fit into the style of a home’s kitchen.
Jennifer Kovacs, vice president of Design, Collaborations and Omni Experience at Petco, recently spoke with Store Brands to share insight on the new product line.
STORE BRANDS: Kitchenware products in the pet category. It’s an interesting idea. What were the motivating factors that drove the development of the new products in the line?
JENNIFER KOVACS: Pet nutrition has drastically evolved over the years. Beyond traditional kibble, offerings include fresh/frozen food, freeze-dried food, toppers, broths, and diets formulated to target health issues and/or stage of life. As nutrition options have expanded, this necessitated a way to make preparing, feeding and storing food a more seamless experience for both pets and pet parents. This is where Reddy Kitchen comes in.
STORE BRANDS: Products in the line have a similar look and feel to items that we normally see around most kitchens. Are there any special features of the items that make them more friendly for use with pet food?
KOVACS: Yes. Reddy Kitchen products are thoughtfully designed to meet the unique needs of pets’ various diets such as dry kibble, canned wet food and fresh/frozen food. Some examples from the line include:
- The Airtight Food Storage Container has feet on each side, a scoop, and a lid that can be opened and closed with just one hand. Designed to live inside or outside the pantry or garage because it blends in with the contemporary home aesthetic, these storage containers are stackable for multiple pet households.
- The Thaw and Store Container is microwave-safe and contains a vent within the lid, plus a scoop for easy, clean storage. When developing our storage options for various kinds of fresh and frozen food, we evaluated storage needs, serving needs, and the need to keep food fresh. Typical food storage options for humans do not meet all these criteria.
- Even the collection’s accessories are customized to a dog’s food needs. The food scoops, fit for both wet and dry food, have rubber edges made to access tight corners, and the spatulas serve as both a scraper and a feeder, with one side featuring a textured finish for a sensory feeding experience
- Built for an effortless prep-to-serve experience, the cutting boards are foldable, allowing for the prepared food to easily pour directly from board to bowl. The treat jars are transparent so pet parents can easily see when it’s time to refill.
STORE BRANDS: Did Petco receive/use any feedback from shoppers when developing the assortment?
KOVACS: We are constantly looking at consumer trends, insights and shopping patterns to understand how we can better meet the needs of pets and pet parents. Our product design team approached the development of Reddy Kitchen with an empathic design in mind. We closely examined our own dogs at mealtime and identified specific needs that were unmet throughout the process. Paired with customer insights and competitive analysis in both human and pet products, the team identified a gap in the pet space.
From the prep and serve phases to the store phase, we outlined the key steps of a dog feeding experience and then curated the Reddy Kitchen line to help make the mealtime journey as easy as possible. As with all our products, we track customer feedback in real-time across all our locations nationally and through petco.com to adjust, adapt and continue building innovation.
STORE BRANDS: Products in the line are not only functional but have a strong aesthetic appeal. How important is “fashion” to the look of products in the line?
KOVACS: Aesthetic appeal was critical for us in the development of Reddy Kitchen. Before the launch, nothing else in the market fulfilled this customer need and looked beautiful in the kitchen or pantry. Pet parents are looking for items that not only serve their pets’ mealtime needs but also fit their home aesthetic.
The Reddy Kitchen line is available in four colors – ivory, black, blush, and sage green – to complement contemporary home interiors. We've received positive customer feedback thus far.
STORE BRAND: How long has the Reddy brand been in existence at Petco?
KOVACS: Launched in 2018, Reddy is Petco’s premium lifestyle and fashion brand that offers high-quality, innovative and functional products for dogs and cats.
STORE BRANDS: When looking at the development of private label products across Petco, will we see more development in 2024?
KOVACS: Private label brands such as Reddy have been and continue to be a priority for Petco as we offer 360-degree solutions for pet health and wellness. The needs and preferences of customers are always evolving, and we evolve right along with them.
STORE BRANDS: What level of growth did Petco see with its private label assortment in 2023?
KOVACS: We receive positive customer feedback on our owned brand offerings, which continue to be a growth category for us. Petco stays on the pulse of customer needs and trends to inform innovation across every pet category.
