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05/03/2021

Walmart grows pet category, debuts premium private label pet food

The retailer has rolled out Pure Balance Pro+ dog and cat food that is vet-formulated and joins a move to grow its overall pet assortment to meet the increasing rate of pet households.
Dan Ochwat
Executive Editor
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dog food bags

In honor of National Pet Month — and the fact that more than 11 million U.S. households adopted a new dog or cat during the pandemic — Walmart is growing its position in the pet category, debuting Pure Balance Pro+, a new private brand of dog and cat food that is vet-formulated and exclusive to the retailer.

The retailer announced the brand in a blog post from Melody Richard, vice president, pets, Walmart U.S., saying the line is focusing on nutrition, yet still meeting a lower price point compared with other premium brands. The new store brand will also be joined by a larger assortment of pet treats and accessories from national brand and exclusive brand partners such as pet beds that contain recycled mattresses and on-trend apparel with tie-dye. Additionally, Walmart will stock exclusive supplements from Milk Bone that can aid a dog’s digestion and pet beds will include items from the retailer’s exclusive Vibrant Life line.

“We’ve seen strong growth across durables, specifically with beds and crates as customers welcome new kittens and pups to the family,” Richard said. “And we’ve seen a great response to our expanded offering of pet services which we expect to continue as more people return to the office. Since launching last November, customers have really loved the convenience and affordability of Walmart Pet Care. You can find personalized pet insurance through Walmart Pet Insurance, book a pet sitter with Rover or easily fill your pooch’s prescription with Walmart PetRx.”

The sleek Pure Balance Pro+ line of foods joins Walmart’s existing private brands such as the venerable Ol’ Roy brand of dog food and Special Kitty foods and products.