General Mills Expands Blue Buffalo Line with Fresh, Wholesome Pet Food Options!

General Mills is stepping into the fresh pet food market with its new line, Love Made Fresh, featuring various formats and recipes. This exciting launch was announced on June 23, and these products will be available in stores nationwide later this year.

In addition, General Mills is planning to introduce products from its recent acquisition of Edgard & Cooper, a high-end European pet food brand. Starting in July, these products will be available in the U.S. through an exclusive partnership with PetSmart.

General Mills made a big move in the pet food industry in 2018 when it acquired Blue Buffalo for $8 billion. This was their first major entry into this market. In their fiscal year 2024, the pet food segment generated $2.4 billion, though this was a 4% drop from the previous year. The fresh pet food segment is viewed as "dynamic," with an estimated total of $3 billion.

Edgard & Cooper offers a variety of products, including dry food, wet food, and treats, all made from real ingredients like chicken, venison, and duck, alongside nutritious fruits and vegetables. Their launch at PetSmart will leverage a strong digital marketing approach that has fueled their rapid growth in Europe.

According to a recent survey by the American Pet Products Association (APPA), pet owners are increasingly seeking quality food for their pets, with over 68% of households in the U.S. owning a pet. This growing trend highlights the demand for fresh, nutritious options in pet food.

Expert opinions suggest that the shift towards fresh ingredients can cater to health-conscious consumers who are more likely to spend on premium pet food. As the market continues to evolve, the focus on transparency and quality in pet food will likely remain a top priority for brands.

For more information about the latest trends in pet food, check out the APPA’s 2023 Report.

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