BOULDER, COLO — “I and love and you” expanded its offerings at retail giant Walmart, offering more ultra-premium nutrition for cats. The company’s pates, stews, shreds, kibble and treats for cats will be available at more than 1,400 Walmart locations throughout the United States.

According to data from Packaged Facts and shared by “I and love and you,” most cat parents believe that felines are often treated as second-class citizens in the pet space compared to canines. David Sprinkle, research director at Packaged Facts, expressed this exact sentiment during Packaged Facts’  “U.S. Pet Market Outlook 2023” presentation at Global Pet Expo 2023, as well as revealing the number of cat-owning households has steadily increased while those with dogs decreased from 2018 to 2022.

“[The cat population] is inching up; the percentage of households that have cats has always been very stable,” he shared. “[It’s important that] cat parents get the products and services they need, and to keep in mind that they’re the growth market.”

Additionally, the premium segment within the cat nutrition space continues to fall far behind the same category within dog nutrition. About 8% of cat food and treat sales come from ultra-premium products, compared to 24% of dog food and treat sales, according to data divulged by “I and love and you.” To address this, “I and love and you” is dedicated to ensuring an even split between its products for dogs and cats, as well as expanding its retail presence to meet a variety of consumers.

“If you walk down any grocery pet food aisle today, the quality and variety of products offered for dogs versus cats is striking,” said Michael Meyer, chief executive officer of “I and love and you.” “We know cat consumers are searching for products by benefit, flavor and variety, and our robust line offers them high-quality food with functional benefits in every product, plus an amazing variety of flavors, textures and packaging types. With this exciting expansion and collaboration with Walmart, we are delivering to cat consumers… full stop.”

The retail expansion includes a Walmart-exclusive launch of the company’s new Treat Meow™ “Squeeze & Thank You” lickable cat treat. “I and love and you” debuted the new cat treat at Natural Products Expo West this past March, among other innovations.

The function-forward treats are available in three varieties: Immune Support formulated with sustainably sourced seafood; Digestion Support formulated with cage-free chicken; and Skin & Coat Support formulated with wild-caught tuna. The treats contain prebiotics, pumpkin, zinc, Omega fatty acids, vitamins and minerals to offer functional health benefits.

Treat Meow™ “Squeeze & Thank You” cat treats are currently available at Walmart and will be available  at other grocery stores and online retailers later this year.

Alongside its offerings for cats, “I and love and you” is also expanding the retail presence of its Irresist-A-Bowls™ dog food line, which also debuted at Natural Products Expo West. The “pantry-fresh, skillet” meals will be available at select Walmart locations and online via

Read more news from pet food manufacturers.