Petco Expands WholeHearted to Cat Food

Petco expands exclusive WholeHearted product line with new cat formulas (PRNewsfoto/Petco)

This past week Petco announced an expansion of its private brand, WholeHearted, with a newly-launched line of cat food and treats. This affordable, high-quality product line features thoughtfully crafted recipes with quality ingredients and healthy nutrients for cats of all life stages.

WholeHearted celebrates the powerful bond pet parents share with pets and the important role nutrition plays in their daily lives together. WholeHearted features real life-changing stories from Petco customers on every bag.

“We’ve seen how much our customers love WholeHearted for their dogs and we couldn’t be any more excited to now offer that same great, quality nutrition to cats,” said Rebecca Frechette, Petco executive vice president, chief merchant officer. “Every pet deserves nutrient-packed, wholesome and thoughtfully made meals and we believe these recipes offer all of that for an affordable price.”

WholeHearted formulas are power-packed to provide maximum nutritional benefits with Omega-3 fatty acids for healthy skin and coat, feline probiotics to help maintain digestive health, antioxidants for immunity, and essential vitamin and minerals.

The WholeHearted product line, which first launched in 2016, is offered exclusively at Petco, Unleashed by Petco, and

The dry and canned wet food formulas, treats and Healthy Benefits dry formulas are available now in stores and online. The Healthy Benefits Dry Formulas include:

  • Easy Digestion – Contains multiple fiber sources and contains live active cultures to help support the feline’s digestive process.
  • Weight Control – Uses L-Carnitine to help metabolize fat into energy. It also partners with high-quality chicken protein to help maintain and support strong and lean muscle mass.

On Nov. 22, WholeHearted will expand its cat assortment with wet pouch recipes and Healthy Benefits wet formulas.

Life is better with your pet by your side. And a complete wholesome diet means more great times with them. Share your #WholeHeartedPets moment on social media—the adventures, the cuddles and the laughter—for a chance to be featured on a future bag, can or pouch of WholeHearted.

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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.