FRANKLIN, TENN. — In early 2021, Nutro will debut an updated packaging design and brand that aims to be bold and modern to the eye, as well as clearly and simply communicate product attributes to pet owners.
Part of what the company is calling its “Nutro refresh” will also rebrand its core dry dog food products, previously known as Wholesome Essentials, as NUTRO Natural Choice. This line includes four formulas — chicken, lamb, beef, and venison — all formulated with brown rice.
The Nutro Natural Choice Chicken and Brown Rice Recipe is formulated with chicken, brewers rice, chicken meal, whole grain brown rice and whole grain barley. The Lamb and Brown Rice Recipe features deboned lamb, chicken meal, brewers rice, whole grain brown rice, rice bran and split peas. The Beef and Brown Rice Recipe includes beef, whole grain brown rice, whole grain sorghum, pork meal, whole grain barley, brewers rice and split peas. Finally, the Venison Meal and Brown Rice Recipe includes venison meal, whole grain brown rice and split peas.
Nutro has also revamped 19 dog food formulas spanning various animal proteins, breed sizes and life stages, as well as limited-ingredient dry dog foods. The updated recipes feature non-GMO ingredients including brown rice, tomato, egg and kale. They will incorporate high-quality animal protein meals such as chicken, lamb, beef or venison as the first ingredient in each recipe.
The rebranding is designed to embody the brand’s philosophy: Feed Clean™. This includes no artificial ingredients, chicken by-product meal, corn, wheat or soy proteins. The philosophy is shaped around simple, purposeful and trustworthy nutrition, according to Nutro.
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