GREEN BAY, WIS. — Carnivore Meat Company’s Vital Essentials has debuted a rebrand on its pet food products, highlighting the brand’s commitment to providing pets with premium quality butcher-cut proteins to support health and wellness. The rebrand officially launched June 15 and includes a brand revitalization and new packaging.
During Global Pet Expo 2023, Vital Essentials teased the rebrand, showcasing its new packaging and fresh identity.
Since 2009, Vital Essentials has served as one of the pioneers in the raw, freeze-dried and frozen pet food categories, according to the brand. Its offerings range from complete-and-balanced diets to treats and supplements for cats and dogs that are formulated with butcher-cut proteins.
“I've always believed in the importance of minimally processed, premium protein, for the health of dogs and cats,” said Lanny Viegut, chief executive officer of Carnivore Meat Company. “We wanted to make it easier for uncompromising pet owners to feed their pets the protein they need and this rebrand does just that, it brings the butcher shop to the pet shop.”
The rebrand includes new brown kraft paper and twine packaging, reminiscent of that from a butcher shop. It also includes a view-through windows shaped like animals to further highlight the use of animal-based proteins in each product.
According to Vital Essentials, the rebrand goes beyond looks to include a renewed focus on creating deeper connections with the brand’s customers and consumers.
“There are so many brands out there, but we believe that only Vital Essentials offers the Butcher Cut protein pets need,” Viegut said. “As we say in our offices, there are no shortcuts, only butcher cuts — and we’re committed to helping our retailer partners bring the best quality protein to their customers.”
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