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06/22/2021

Petco ramps up private brand pet food offering

Retailer added a premium line to its newly developed WholeHearted store brand and developed an exclusive brand with Tyson Pet Products.
Dan Ochwat
Executive Editor
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Petco Health and Wellness has added two new dog food products to its assortment of exclusives.

The retailer has launched WholeHearted Plus, a premium dog and puppy dry and wet food extension to the WholeHearted private brand that launched last October, and is introducing TrueMeals Dog Food, a brand developed with Tyson Pet Products and sold exclusively at Petco.

WholeHearted Plus dry food contains tender protein shreds along with crunchy kibble, while the wet food includes veggies and rice along with broth and meat to help support lean muscles and provide energy. True Meals Dog Food features nutrient-dense, minimally processed recipes for adult dogs and puppies. The line of complete and balanced dog foods bridges the gap between kibble and fresh dog food, providing an elevated meal experience for dogs, the retailer said.

Petco's expanded veterinary diet solutions, which are formulated to treat a variety of common issues such as digestive problems, obesity and allergies, can help optimize pets' overall health and wellbeing. At Petco's full-service vet hospitals and vaccination clinics, licensed veterinarians can partner with pet parents to find the right diet for their pets. 

WholeHearted Plus comes in dry food varieties like beef and brown rice with whole grains and a wet food product with lamb, vegetables and a brown rice stew. Dry food recipes start at $10.99 and are available in 5-pound, 30-pound and 45-pound bags. Wet food recipes start at $1.89 and are available in 12.5-ounce cans.

The True Meals foods, developed by a team of pet nutritionists and culinary experts, features baked recipes of U.S.-sourced protein such as chicken, fish, beef and vegetables, resulting in a signature texture comprised of crunchy and chewy bits and formulated with added vitamins, minerals and amino acids for an optimal balance of nutrients. Available in two varieties with specially formulated recipes for puppy, adult and small dogs, the food starts at $22.99 and is available in 4-pound, 10-pound and 20-pound convenient, resealable bags.    

Nutrition is the foundation of physical health, one of the pillars of Petco's Whole Health philosophy, an industry-leading framework created with the focus to improve pets' overall wellbeing, per the retailer, adding that it’s the only national retailer to no longer sell food and treats containing artificial colors, flavors and preservatives for dogs and cats.  Additionally, Petco committed to the complete removal of artificial colors, preservatives and flavors from food for aquatic life and small animals, such as rabbits, guinea pigs and reptiles, by the end of 2021.