NEW YORK — Meal kit company HelloFresh announced its first foray into the pet food market on Aug. 1 with the launch of its premium pet food brand: The Pets Table. The new brand will offer customized, human-grade fresh and air-dried meals for dogs on a subscription basis.

According to HelloFresh, the addition of The Pets Table serves as an important milestone for the company as it works to further diversify its portfolio and become the world’s leading, fully integrated food solutions group. The company will utilize its direct-to-consumer (DTC) expertise to support the new pet food brand.

With pet ownership rising and the humanization of pets continuing to spread throughout the globe, more consumer dollars are going toward premium pet nutrition products. This makes the pet food and treat industry a high-potential market for many CPG companies.

“For 12 years, HelloFresh has been on a mission to change the way people eat forever,” said Laurent Guillemain, chief executive officer of The Pets Table. “With the addition of The Pets Table, the company is aiming to change the way everyone eats forever. We’re thrilled to introduce The Pets Table and bring a healthy, convenient solution for pet parents. By leveraging HelloFresh’s world-class DTC proficiencies, the company is uniquely positioned to disrupt the market with a high-quality, yet affordable alternative to the pet food category.”

According to HelloFresh, pet food lends itself well to a DTC, subscription business model, as pet parents make regular purchases on nutritional products for their four-legged companions and see a convenience in home delivery. According to research from Statista and shared by HelloFresh, the online share of pet food sales is estimated to grow nearly 20% by 2025.

“After personally witnessing issues with the current pet food options for my own dog, my co-founders and I decided to use our experiences to solve the problems that pet parents face when feeding on a daily basis,” Guillemain said.

The Pets Table will first offer nutritional solutions for dogs. The brand will leverage HelloFresh’s manufacturing capabilities, technological infrastructure and extensive operational network to create and deliver its products.

The Pets Table will offer four dog food plans to consumers, allowing customization to help meet a dog’s individual dietary needs. All plans seek to support dog health and longevity through minimally processed diets, which use fresh ingredients and meet standards set by the Association of American Feed Control Officials (AAFCO). HelloFresh and The Pets Table spent almost two years developing its dog food formulas in collaboration with veterinarians.

All the dog meals are formulated with superfoods, vitamin A, postbiotics and other beneficial ingredients to support overall health and wellness and appease the pickiest of eaters, according to The Pets Table.

The Pets Table by HelloFreshSource: The Pets Table

The food plans include Fresh, Air-Dried, Mixed, and Half of Fresh, providing dogs with a variety of nutritional formats. Pet parents can take a quiz through The Pets Table, to provide information on their dog’s breed, age, weight, activity level, body build and more. Using this data, The Pets Table will calculate a pet’s exact calorie requirements and offer a more customized meal plan.

Alongside its goal to offer customizable, premium dog food, The Pets Table also strives to provide pet parents with affordable, competitive pricing. The Fresh Plan is $1.65 per meal and offers fresh/frozen formulas made without preservatives or fillers; the Air-Dried plan is $0.99 per meal and offers an alternative to traditional kibble; the Mixed Plan is $1.55 per meal and offers a split between fresh and air-dried meals; and the Half of Fresh is $1.15 per meal and provides a “mini” version of the Fresh Plan, offering 50% of a dog’s calorie requirements.

Meals include Chicken Casserole with Green Beans, Beef Stew with Carrots, Turkey Casserole with Broccoli, Chicken & Sweet Potato, and Beef & Berries. Each formula supports specific areas of dog health and wellness, including gut, skin and coat, eye, immunity health and more.

Read more about new pet food and treat products.