The meal kit subscription service expands its portfolio with the launch of The Pets Table in the US.
Berlin-headquartered meal kit company HelloFresh has launched a new private-label personalized pet food service called The Pets Table, expanding its portfolio to include home-delivered, subscription-based premium pet food.
For now, the service will be available in all US states, excluding Alaska and Hawaii, to target the rapidly growing premium dog food market.
“We’ve launched with a personalized D2C subscription model as we believe this is the most convenient option for pet parents—it allows us to react rapidly to customer feedback, and we have proven expertise and capabilities in this area”, a HelloFresh spokesperson tells GlobalPETS.
The new brand leverages HelloFresh’s technological infrastructure, uniquely positioning the parent company to disrupt the market with affordable, high-quality dog food with human-grade fresh and air-dried recipes.
The Pets Table will focus on pet health and longevity through meals adjusted to the Association of American Feed Control Officials (AAFCO) Dog and Cat Food Nutrient Profiles.
The private-label pet food brand currently offers four plans—fresh, air-dried, mixed, and half of fresh—and the company looks forward to developing a premium range of treats.
The HelloFresh Group is currently positioned in 18 international markets with 6 brands intended for human consumption. Their Q1 sales for 2023 generated €2 billion ($2.2B), corresponding to a 5.3% revenue growth compared to the first quarter of 2022.
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