General Mills (NYSE:GIS) today announced two new launches within its North America Pet segment with initiatives from Blue Buffalo and Edgard & Cooper, designed to meet evolving pet parent preferences and accelerate the company’s growth in pet feeding.
Blue Buffalo — the most loved and trusted natural pet food brand in the U.S. — is entering fresh pet food with the national launch of “Love Made Fresh,” offering pet parents more ways to love and feed their pets like family.
Using its trusted nutritional philosophy and superior ingredients, Blue Buffalo will meet a growing trend of pet parents looking for fresh pet food, as well as a preference for mixing fresh with kibble and other formats.
Blue Buffalo’s “Love Made Fresh” will feature multiple formats and a variety of flavorful recipes, designed to be a standalone fresh solution or a perfect companion to its portfolio of dry dog food. Arriving in stores nationwide later this year, this new fresh portfolio reflects General Mills’ commitment to meet the evolving expectations of pet parents and unlock growth in a dynamic $3 billion fresh pet food sub-category. With this launch, Blue Buffalo will represent the largest U.S. pet food brand to offer solutions across dry, wet and fresh feeding.
Following its April 2024 acquisition of Edgard & Cooper, a leading European premium pet food brand, General Mills will launch the brand in the U.S. this July through an exclusive retail partnership with PetSmart, a leading omni-channel pet retailer.
GIS shares sprinted 31 cents out of the gate Monday to $53.31.
