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General Mills Broadens Pet Food Portfolio Amid Growing Demand
General Mills announced Monday that it would roll out a new line of fresh pet food under its Blue Buffalo brand, as well as introduce a newly acquired company to the U.S. market.
The Blue Buffalo “Love Made Fresh” portfolio would feature a range of formats and recipes and work either as a standalone food or a complement to dry dog food. General Mills officials noted that the fresh pet food segment is a $3 billion market, and that the launch would make Blue Buffalo the largest U.S. pet food brand to offer dry, wet and fresh food.
In addition, the company announced a partnership with pet care retailer PetSmart to bring Edgard & Cooper, the European pet food brand acquired early last year, to the U.S. That launch will span dry and wet food, as well as pet treats.
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