Wegmans Launches Simply from Nature Pet Food

\"WegmansWegmans has introduced a new line of Private brand pet food that features products with many of the same characteristics of food customers feed theory own families. The sub-brand Wegmans Simply from Nature is focused on health and wellness, free of artificial colors, flavors or preservatives, corn, wheat or soy, as well as all natural, weight control, etc. Recent painful pet food recalls informed the product development so Wegmans developed the best pet food possible, and researched all the suppliers. Since pet foods were increasingly purchased at specialty retailers, the retailer used brands at pet specialty retailers as benchmarks.\"comparisonChart\"

Wegmans launched Simply from Nature, with 13 items and more planned to come. The labeling makes it very easy for customers to see what the product is, showing an actual picture of the protein featured. The front label clearly states that chicken (or lamb or turkey) is the #1 ingredient and, that where possible, it’s made with no gluten containing ingredients. There are nine items in bagged dry dog food ranging from 5 lb. to 30 lbs., featuring chicken and brown rice, or lamb and brown rice, for instance. There are four canned wet food items, 13.2 oz., grain-free, and where possible, made with organic chicken or turkey. The products are manufactured in facilities in the U.S. or Canada.

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.