CHICAGO — Sustainable pet treat company Shameless Pets teased its rebrand on March 20 to reflect its mission in supporting US farmers and advancing sustainability. The new look will be showcased at Global Pet Expo from March 26 to 28 in Orlando, Fla., and will officially begin shipping out in April and May. 

Food waste is a significant problem in the United States with approximately 73.9 million tons of food going to waste, representing 31% of the total food supply and accounting for 8% of all human-caused greenhouse gas (GHG) emissions, according to research shared by Shameless Pets. To tackle this issue, the company upcycles surplus food from harvests, as well as produce that doesn’t meet retail standards, to create pet treats. 

“We’re determined to do good for pets, our planet, and people — and do it deliciously,” said James Bello, founder and chief executive officer of Shameless Pets. “Our rebrand reflects our commitment to high-quality, sustainable treats that benefit pets, farmers and the environment. We partner with renewable energy manufacturers, use 88% post-consumer recycled (PCR) materials in our packaging, and source each ingredient with intention and responsibility.

“Doing good for our planet shouldn’t come with the expense of not enjoying treating our pets — we want to make sure our products are a win-win,” he added. “Join our tasty revolution where every bite benefits farmers, our food system, and the pets and planet we love. Together, we can make a positive impact by consuming all that we grow, while feeling great about the treats we give our best friends.”

Shameless Pets tapped the expertise of Marketing By Design (MBD), based in Beverly, Mass., to help transform the look of its entire portfolio, which includes pet snacks, soft-baked treats, dental sticks, crunchy biscuits, responsibly sourced protein jerkies and crunchy cat treats. The new look highlights the company’s commitment to sustainably made products, showcasing farm-fresh ingredients. 

“This transformation wouldn't have been possible without the talent and dedication of our design partners at MBD and their ability to translate our vision,” said Jean Lizotte, chief growth officer. “We are grateful to the team and excited about the future of our brand with this fresh new look.”

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