EAST LONGMEADOW, MASS. — W.F. Young announced Aug. 15 it has partnered with BSM Partners, a full-service innovation firm for pet industry players, to develop ongoing innovation pipelines for its pet care brands. This includes the company’s The Missing Link® brand, as well as its other companion animal and equine brands.

“W.F. Young has its eyes on the future — and with the help of BSM Partners, our products will reflect our unwavering dedication to innovation,” said Jaime McKinley, president of W.F. Young. “Reaching potential customers with our unique brand can be achieved through learning, guidance, and development. We are excited to partner with BSM in creating a strategy that will let the world know what W.F. Young has to offer for years to come.”   

BSM Partners will provide research, consulting and strategy services for W.F. Young as it looks to innovate its product offerings. BSM Partners’ marketing and product service teams will also help W.F. Young identify both short- and long-term opportunities in the market through market data analytics, and will advise the pet care company as it looks to formulate and review new product innovations.

“W.F. Young has a clear vision of its next phase in the pet segment,” said Nate Thomas, co-founder and partner at BSM Partners. “We are thrilled about the partnership and look forward to helping the company flourish. We thrive on supporting products we believe in, and our aligned goals in providing animals with the best in health and wellness make this an exciting venture.”  

W.F. Young recently celebrated its 130th year in business with a rebrand that aims to reflect the company’s successful “rich history and promising future,” McKinley stated. The rebrand includes a new logo, color scheme and imagery.

Read more about product development, ingredients and formulation.