LONGMEADOW MASS. — On Oct. 25, Dave’s Pet Food, LLC, a family-owned, premium pet food company, announced the launch of its first major rebrand in its 22-year history. The rebrand includes a new logo, refreshed labeling, a new website and product innovations.
According to Dave’s Pet Food, the rebrand comes at a time when pet parents are seeing the value of feeding their four-legged companions more premium and natural products, with the industry moving toward high-quality nutrition that carries functional health benefits. However, these premium nutritional products often come with a high price tag.
“For many pet owners, premium means pricey,” said Dave Ratner, founder and chief executive officer of Dave’s Pet Food. “After being a retailer for many, many years and knowing what was available on shelf, I decided to challenge that convention. From the start, my vision for Dave’s Pet Food was to make the best, most delicious and nutritious pet food possible and offer it at a price that wouldn’t break the monthly budget. I firmly believe you can, and should, have both available to you as an owner. They shouldn’t be mutually exclusive.”
Consumers are experiencing price increases for nearly every item on the shelf, including rising prices on pet foods and treats, as well as those that offer premium nutritional benefits. Dave’s Pet Food strives to offer more affordable premium products to consumers to not only support pets, but also their owners, according to the company.
“This rebrand comes at a time when being able to afford nutritious food that will keep your pet healthy and happy could be a deal-breaker when it comes time to welcome a pet into the family,” Ratner said. “We’re living in a time when more than 6 million pets enter shelters, looking to be adopted. If the price and the quality of our food can tip the decision to move forward with adoption, that’s what keeps us motivated to offer products that are inclusive rather than exclusive.
“I see so much potential for Dave’s Pet Food because of what I hear directly from customers in the store,” he added. “They aren’t willing to compromise when it comes to quality, but they’re faced with the reality of sticker shock when they look at some of the more well-known premium brands. I want to eliminate that moment of ‘should I?’ or ‘shouldn’t I?’ when it comes time to putting product into their shopping cart — virtual or in-store. With Dave’s, premium is right-priced.”
To support its commitment to affordability in premium pet nutrition, the company has unveiled a significant rebrand, which officially launched with a new website. The new platform includes a “special features” section to help educate consumers on upcoming label changes and Dave’s Pet Food’s products.
A new logo is also included, which will begin to roll out on redesigned packaging labels throughout 2024. Additionally, new labels will launch for Dave’s Pet Food’s 95% Meat, Limited Ingredient formulas, its Naturally Healthy formulas, and its Stewlicious line throughout the next year. The company will also launch a new line of semi-moist and freeze-dried therapeutic treats.
“These are big changes for the brand,” Ratner said. “I wish I could get them all on shelf today, that’s how excited I am about sharing our new look with both retailers and pet owners. I went into this project thinking evolution, but in many cases, like the 95% Meat label, it’s a full-on revolution.
“Though the packaging is for pets, I see the design direction as very human,” he added. “It feels like it comes from a small, involved, caring company instead of a big, faceless, corporate brand. It’s very Dave.”
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