Petco launches private-label natural dog food brand

SAN DIEGO — Petco has launched WholeHearted, an exclusive private-label brand of natural dog food.

The affordable product line, which is available in wet and dry options, was developed in-house by Petco nutrition and product innovation experts, and features wholesome ingredients 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, SVP, 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, to promote a healthy immune system, as well as Omega-3s. 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 at all Petco and Unleashed by Petco locations, and online at The formulas include:

  • Dry food: Chicken and pea, beef and pea and salmon and pea
  • Wet food: Beef and vegetables, chicken and vegetables, turkey and sweet potato, lamb and carrot and chicken and fish


Login or Register to post a comment.