Petco Debuts WholeHearted Private Brand Natural Dog Food

Petco launches exclusive WholeHearted natural dog food line. New food offering developed in-house by Petco nutrition experts features quality ingredients with Omega-3s, antioxidants and canine probiotics. For more information and full product details, visit Petco.com/WholeHearted. #WholeHeartedPets (PRNewsFoto/Petco)
Petco launches exclusive WholeHearted natural dog food line. New food offering developed in-house by Petco nutrition experts features quality ingredients with Omega-3s, antioxidants and canine probiotics. For more information and full product details, visit Petco.com/WholeHearted. #WholeHeartedPets (PRNewsFoto/Petco)

Petco today launched WholeHearted, a new private brand of natural dog food featuring thoughtfully crafted recipes with quality ingredients and healthy nutrients. The affordable product line, which is available in both wet and dry options, was developed in-house by Petco nutrition and product innovation experts and features wholesome ingredients perfect for dogs of all breeds and life stages.

“We know our customers are looking for a high-quality food with natural ingredients for their dogs, and by creating our own line we’re able to offer just that, at a great price point,” said Rebecca Frechette, Senior Vice President, Merchandising for Petco. “WholeHearted features life-changing stories from real Petco customers on every bag, celebrating the special bond they share with their pets and the important role high-quality nutrition plays in their daily lives together.”

Both wet and dry WholeHearted recipes are grain free, with no corn, wheat or soy, and include antioxidants for healthy immunity, as well as Omega-3s for a healthy skin and coat. WholeHearted’s formulas also feature essential vitamins and minerals for balanced nutrition. The dry formulas include real protein as the first ingredient and canine probiotics to support healthy digestion.

The complete line of WholeHearted dog food is available now at all Petco and Unleashed by Petco locations, and online at Petco.com/WholeHearted. The formulas include:

  • Dry Food: Chicken & Pea Recipe, Beef & Pea Recipe and Salmon & Pea Recipe
  • Wet Food: Beef & Vegetables Recipe, Chicken & Vegetables Recipe, Turkey & Sweet Potato Recipe, Lamb & Carrot Recipe and Chicken & Fish Recipe

In support of the launch, Petco invites pet parents to post a photo of their pet on Instagram and share how their pet transformed their lives using the hashtag #WholeHeartedPets. Every Monday until September 18, one lucky pet parent will be chosen to receive $100 gift card and the opportunity to be featured on future WholeHearted packaging.

Additionally, from now until November 5, customers who purchase WholeHearted will receive double PALS rewards.



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Christopher Durham

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.