Round-up: Pet brands boost shelf visibility

The pet care industry continues to see shifts as major brands expand their retail presence and partnerships. From new product offerings at Walmart to increased availability on platforms like Chewy, companies are finding new ways to reach pet owners and meet the growing demand for high-quality, accessible pet products.

GlobalPETS explores the latest developments in retail and pet supplies, including updates from The Pets Table, JustFoodForDogs, Kaley Cuoco’s Oh Norman! and Hemp Heros.

Walmart adds new offerings

The Pets Table, a premium pet food brand offered by meal kit company Hello Fresh, has recently launched at the American retail corporation Walmart. The food brand advertises itself as a healthy, lightly-cooked dog food option, offering air-dried and frozen products.

Now, their products are available at 201 Walmart locations, though only 2 of its offerings (chicken & sweet potato and salmon & whitefish with pumpkin) are in stores. Beef & berries and lamb & beef with brown rice are available online.

“By launching at Walmart, we are taking a significant step to expand our accessibility and presence where our beloved pet parents shop,” says Laurent Guillemain, CEO of The Pets Table.

German-based firm Hello Fresh first broke into the pet food industry in 2023 with pet food delivery options. Now, the company is shifting The Pets Table away from a solely direct-to-consumer model with the new retail channel.

Shortly after The Pets Table announced its partnership with Walmart, another pet food company, 360 Pet Nutrition, launched in select Walmart locations.

360 Pet Nutrition sells freeze-dried raw pet food. It did not disclose how many locations would carry its products.

JustFoodForDogs at PetSmart

Californian-based JustFoodForDogs is expanding its product range by introducing additional fresh-frozen meals at PetSmart locations across the US.

The new offerings include popular recipes such as Chicken & White Rice and Beef & Russet Potato, adding to the brand’s portfolio of minimally processed dog food options.

In addition to its fresh-frozen meals, the company has introduced the JustFresh™ line, a shelf-stable product designed to provide the benefits of fresh ingredients in a convenient format.

New partnerships at Chewy

Kaley Cuoco’s pet wellness brand, Oh Norman!, has launched its product line on leading online retailer Chewy.Named in honor of Cuoco’s late dog Norman, the company offers a range of eco-friendly and ethically sourced products, including supplements, grooming items and treats.

This new partnership makes the brand’s products more accessible to pet owners nationwide. “To see our products where so many pet parents shop with confidence is incredibly exciting. It means we’re giving dogs the healthiest, happiest lives possible, one order at a time!” says Cuoco.

Another introduction to Chewy’s digital shelves is the organic Dublin-based health retailer Hemp Heros. CEO and Founder David Hartigan recently announced that the company’s pet product range is now available on the pet retailer’s site.

“With over 20 million customers across the US, we are super excited to help even more furry family members with our products,” Hartigan says. “As an Irish business that is fully self-funded, this is a massive milestone.”

Boosts for UK companies

British pet care brand Henry Wag partnered with Jolly Pets, an American firm that distributes pet toys to retailers nationwide. Henry Wag’s brand offers clothing, home goods and travel accessories for outdoorsy dog owners.

The announcement was made ahead of the Global Pet Expo in March. In a statement, Founder Grantley Rogers called the event “a huge milestone for the brand and a significant personal achievement.”

DotDotPet, a British company specializing in gummy supplements and grooming products, recently secured a new retail partnership with Pet Place stores, a retailer in North Wales. The brand focuses on clean packaging and premium materials as a marketing strategy, and now it will appear on shelves in more stores.