Crossing the pond: General Mills brings Edgard & Cooper to the US
The US manufacturer will also expand its Blue Buffalo offering to more retailers nationwide.
Minnesota-headquartered General Mills has announced that its European pet food brand, Edgard & Cooper, will reach the US market in July through a retail partnership with pet retailer PetSmart.
The American manufacturer states that the US launch is aimed at younger pet owners, which it identifies as the fastest-growing demographic.
“Pet parents are redefining how they feed and treat their pets, and at General Mills, we’re listening and continuing to bring trusted, high-quality natural solutions to a rapidly evolving marketplace,” says Liz Mascolo, Segment President for the North America Pet segment at General Mills.
The rollout of Edgard & Cooper’s pet food offerings will include dry food, wet food and treats formulated to support dogs of all breeds and life stages.
In April 2024, the manufacturer acquired the Belgian firm in a deal worth $436 million (€391.1M) as part of efforts to expand its pet food portfolio, despite the brand having reported financial losses at the time. According to the Belgian magazine Gondola, the deficit of the Belgian pet player reached €24 million ($26.7M) last year.
Blue Buffalo expansion
In addition to the Edgard & Cooper launch, General Mills will also introduce the ‘Love Made Fresh’ initiative under its Blue Buffalo brand, offering a range of fresh recipes designed as standalone meals or complements to its dry dog food portfolio.
This new line will roll out in stores nationwide later this year. According to the American manufacturer, this will position Blue Buffalo as the largest US pet food brand to offer options across dry, wet and fresh formats.
The expansion underscores General Mills’ strategy to meet evolving consumer demands and capture growth within the rapidly expanding $3 billion (€2.6B) fresh pet food segment.
General Mills’ North America Pet segment reported $624 million (€538M) in net sales for the third quarter of the current fiscal year, with wet pet food and pet treats posting mid-single-digit growth.
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