NEW YORK — Better Choice Company Inc., on July 19 announced it has integrated TruDog, a freeze-dried raw pet food brand, into its Halo pet food line. As part of the integration, TruDog’s freeze-dried raw meals, treats and toppers have been rebranded under the Halo portfolio.

At the beginning of July, Halo began incorporating TruDog into its product lines. According to TruDog, its pet food and treat formulas will stay the same under rebranding, but will now feature Halo’s signature purple packaging, for which the brand won an award for in May 2022.

“We are proud to announce that the gradual sunset and integration of the TruDog brand underneath the broader Halo umbrella has occurred on schedule, with no disruptions in our ability to supply loyal TruDog customers and subscribers with the same high-quality food, toppers, chews and treats — now in Halo branded packaging,” said Scott Lerner, chief executive officer of Better Choice Company. “We have received very positive feedback from a number of legacy TruDog customers and have already observed an increase in the purchase of Halo Holistic and Halo Elevate kibble by this same customer cohort.”

TruDog's freeze-dried raw pet food products under Halo's brandSource: Halo

TruDog’s raw pet products include complete-and-balanced Meal Bites, available in beef, turkey, turducken and whitefish recipes; toppers, available in Skin & Coat and Protein varieties; treats, available in Chicken Hearts, Beef, Turkey and Duck recipes; and Bully Sticks, Jerky Medallions and Green Tripe Chews.

“The transition of the TruDog brand to Halo couldn’t come at a better time, as it allows our direct-to-consumer platform to benefit fully from the launch of our multi-million-dollar media campaign and newly revamped consumer facing website,” Lerner said. “In addition, we are looking forward to exploring the opportunity to expand the Halo Freeze-Dried Raw offering into other channels, including pet specialty and international, now that they are sold underneath the broader Halo brand.”

TruDog’s website and social media accounts have also been rebranded and incorporated into the Halo brand.

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