SAN DIEGO — On Aug. 24, Petco Health and Wellness Company, Inc., announced the expansion of its pet food line WholeHearted to include a line of fresh/frozen formulas for dogs. The WholeHearted Fresh Recipes line was co-developed with JustFoodForDogs, a long-standing partner of Petco.
"We're thrilled to be taking our partnership with Petco to new heights with WholeHearted Fresh Recipes," said Julian Mack, chief executive officer of JustFoodForDogs. "We want every dog to live a healthy, active life, and experience the power of food backed by science — our partnership with Petco plays a key role in this mission."
WholeHearted Fresh Recipes are formulated with human-grade ingredients and developed using veterinarian expertise. The new line boasts an assortment of recipes to target specific health concerns in dogs, including weight management and gut health. The fresh/frozen line will include three varieties: chicken and vegetables, beef and vegetables, and fish and vegetables.
According to Petco, the new line represents its continued investment in artificial-free pet nutrition as a response to significant demand from consumers for high-quality minimally processed pet foods.
"With many pet parents already focused on supporting their pets' whole health by feeding them high-quality nutrition, plus the great success of our private-label pet food brand, WholeHearted, we saw a clear opportunity to invest in helping families bridge the gap between fresh, human-grade pet food recipes crafted under the guidance of veterinarians and an uncompromised, affordable price," said Amy College, chief merchandising officer, Petco. "We're thrilled to help more pet parents give their pets' bowl a real boost, especially during this time."
The WholeHearted Fresh line will be available in frozen varieties for $6.79 at Petco’s Care Centers beginning early September with refrigerated options to follow.
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