Petco expands WholeHearted line with new frozen options for dogs


Addresses the increase in demand high-quality, minimally processed pet food

Petco Health and Wellness Company, Inc has announced WholeHearted Fresh Recipes line is now offering frozen nutrition for dogs.

Petco's WholeHearted line (Photo courtesy of Petco).

Petco's WholeHearted line (Photo courtesy of Petco).

"Pet parents are driving one of the biggest trends the pet industry has seen as they increasingly seek out fresh, human-grade food for all members of the family," shared Petco CEO Ron Coughlin, in a company release.1

"Led by Millennial and Gen Z pet parents who are hyper focused on their pets' health and wellness, we're seeing the premiumization and pet humanization trends continue to grow. WholeHearted Fresh Recipes will help meet this demand toward high-quality food, while playing a key role in Petco's leadership in the fresh and frozen space that is expected to grow to $4 billion by 2025."

The new line of WholeHearted Fresh Recipes was co-developed with JustFoodForDogs, a fresh and frozen pet food brand and long-standing Petco vendor. The line consists of human-grade ingredients and is formulated under veterinary guidance. In tandem with WholeHearted's Whole Pet Nutrition mission, the line helps dogs achieve an ideal weight and optimum gut health. Its recipes include: chicken and vegetables, beef and vegetables, and fish and vegetables.

"With many pet parents already focused on supporting their pets' whole health by feeding them high-quality nutrition, plus the great success of our private-label pet food brand, WholeHearted, we saw a clear opportunity to invest in helping families bridge the gap between fresh, human-grade pet food recipes crafted under the guidance of veterinarians and an uncompromised, affordable price," said Petco chief merchandising officer Amy College. "We're thrilled to help more pet parents give their pets' bowl a real boost, especially during this time."

"We're thrilled to be taking our partnership with Petco to new heights with WholeHearted Fresh Recipes, added Julian Mack, CEO of JustFoodForDogs.1 "We want every dog to live a healthy, active life, and experience the power of food backed by science — our partnership with Petco plays a key role in this mission."

WholeHearted Fresh Recipes will be offered in frozen form at most Petco pet care centers in early September 2022, with refrigerated options to be available in future. Petco will continue to be the exclusive national brick-and-mortar retailer to provide JustFoodForDogs.


Petco expands popular WholeHearted line with new, human-grade fresh food for dogs. News release. August 24, 2022.Petco Health and Wellness Company, Inc. Accessed August 24, 2022.

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