Around 67% of R&D executives in the pet food industry cite regulatory complexities as a major bottleneck. Extended approval times for ingredients and stricter regulations on health claims are delaying product development. In markets like the EU and the US, ingredient approvals now take 18-24 months. New health claim substantiation regulations force companies to invest heavily in clinical validation studies. This investment is further delaying product launches and slowing down innovation in the pet food industry.
Sustainability is another key driver, with companies focusing on alternative proteins, such as insect-based or cultured proteins, and eco-friendly packaging. However, balancing sustainability with palatability and nutritional integrity remains a challenge. New sustainability certifications and low-carbon ingredient standards add additional regulatory layers for brands to navigate.
This article examines how major players, including Mars Petcare, Nestlé Purina, and J.M. Smucker, are addressing these regulatory, consumer, and sustainability challenges. It highlights how these companies are adjusting their product development timelines, refining their formulations, and collaborating with industry leaders to stay ahead in this rapidly changing landscape.
Mars, Inc. (Mars Petcare)
It is a family-owned global company, with its pet care division, Mars Petcare, having grown into the world’s largest provider of pet food and veterinary health services. The company entered the pet food industry in the 1930s, offering dozens of brands for dogs, cats, and aquarium fish. Its pet nutrition portfolio includes Pedigree, Whiskas, Royal Canin, Iams, Cesar, and Sheba.
With over 100,000 Petcare associates worldwide, Mars “takes care of half of the world’s pets” through its foods, veterinary services, and innovations in pet health.
Research Focus at Mars Petcare
Mars Petcare’s Waltham Petcare Science Institute, a research facility dedicated to advancing pet health through dietary innovations, conducts extensive research on pet dietary needs, preventive care, and emerging health solutions.
Pet Biobank Study for Personalized Nutrition and Disease Prevention
Mars Petcare launched a significant 10-year Pet Biobank study in 2022, collecting genetic, nutritional, and health data from 20,000 dogs and cats. The purpose of this study is to uncover insights that will enable more individualized nutrition and disease prevention for pets, furthering Mars’ commitment to advancing pet healthcare through scientific research.
Exploration of Novel Ingredients and Therapeutic Nutrition
Mars Petcare explores innovative ingredients and technologies to enhance the quality of pet food. The company has conducted research on supplements like pet-safe cannabidiol (CBD), finding that daily CBD use is well-tolerated in dogs. This shows Mars’ interest in therapeutic nutrition to improve pet health.
Sustainability Initiatives in Pet Food Development
Sustainability is a key area of focus for Mars Petcare. The company is investing in alternative proteins, such as insect-based and cultured proteins, and refining pet food recipes to reduce its environmental footprint. This research is part of Mars’ larger sustainability initiative to create eco-friendly pet diets.
Research on Tailored Nutrition for Digestive Health and Healthy Aging
Mars Petcare is focused on how tailored nutrition can improve pets’ digestive health and support healthy aging outcomes. This research integrates advanced analytics, including DNA testing and wearable health monitoring, to personalize nutrition and improve long-term pet health.
Recent Product Launches or Announcements
Mars’s vast brand portfolio yields continuous new pet product launches. In 2024, the company signaled plans for innovative offerings spanning mainstream and specialty segments.
Expansion of Therapeutic and Premium Diets
Notably, Mars Petcare has been expanding Royal Canin’s therapeutic and premium diets, for example, by adding production capacity for Royal Canin wet foods in Europe to support new formula rollouts.
Sustainability-Focused Product Launches
Mars has also introduced sustainability-focused products in select markets. In 2023, it launched an insect-protein cat food in the UK (brand “Lovebug”) to provide high-quality nutrition with a lower environmental impact.
Introducing New Flavor extensions and pack formats
On the mass-market side, Mars continues to refresh core lines, such as Pedigree and Whiskas, with updated recipes that emphasize natural ingredients and pet health benefits. The company’s treat brands (such as Greenies dental chews and Dreamies/Temptations cat treats) saw new flavor extensions like blueberry, sweet potato, and pack formats in late 2024, aiming to meet demand for functional treats.
Development of Prescription Diets for Specific Pet Conditions
Mars is also leveraging its veterinary expertise to develop more prescription diets under Royal Canin, addressing conditions like pet allergies and metabolic health.
While many product updates are incremental, Mars’s commitment to “better food today for a better world tomorrow” drives continuous improvement, from using more sustainable fish ingredients across its pet foods to exploring innovative formulations that cater to pets’ nutritional and wellness needs.
Collaboration Drives Mars Petcare’s Innovation Strategy
Collaboration plays a key role in Mars Petcare’s approach to innovation. In 2024, the company partnered with food-tech investors and suppliers to promote sustainability breakthroughs in pet nutrition. Mars teamed up with Big Idea Ventures, AAK (a plant-based oils specialist), and Bühler (a food technology firm) to create the “Next Generation Pet Food” program – a startup incubator focused on developing sustainable proteins and fats for pet diets.
Launch of the “Next Generation Pet Food” Program
Announced in August 2024, this initiative invites startups worldwide to explore low-carbon protein ingredients, such as cultured or upcycled proteins, and new processing technologies. Through this partnership, Mars Petcare offers its R&D expertise and industry mentoring. The program aims to reduce the environmental impact of pet food production while enhancing nutritional value.
Commitment to Sustainable Sourcing and Regenerative Agriculture
Mars Petcare is also engaged in partnerships to advance regenerative agriculture, particularly for the sourcing of pet food crops. This includes working with farmers and NGOs like WWF to ensure that fish and grains used in pet food are sourced sustainably.
Academic Collaborations and Research Grants
Through initiatives such as the Waltham Foundation, Mars Petcare awards research grants to universities and institutes. These grants support global studies focused on pet nutrition and health, further contributing to developing innovative and evidence-based solutions in pet care.
These external collaborations – whether with startups, suppliers, or academia – complement Mars’s internal R&D, allowing the company to co-develop breakthrough solutions (from eco-friendly ingredients to veterinary innovations) that it can eventually integrate into its pet food brands.
Nestlé Purina PetCare
Nestlé Purina PetCare is the pet products arm of Nestlé S.A. and one of the world’s leading pet food companies.
Today, Nestlé Purina produces a wide range of pet foods for dogs and cats (and related pet care products), with best-selling brands including Purina ONE, Pro Plan, Fancy Feast, Friskies, Beneful, and Purina Chow. The company operates globally across North America, Europe, Latin America, and Asia, manufacturing pet nutrition products tailored to various life stages and needs.
Purina is primarily known for its emphasis on science-based nutrition. It established one of the first pet nutrition research centers in 1926 and has introduced many industry “firsts” (such as kibble forms and specialized diets).
While primarily focused on cat and dog nutrition, Purina’s offerings span dry food, wet food, treats, and supplements for virtually all breeds and ages. With consistently strong growth (Purina was Nestlé’s largest growth contributor in early 2024), Nestlé Purina PetCare remains a cornerstone of the global pet food industry.
Purina’s Focus on R&D for Innovative and Health-Centered Pet Nutrition
Purina places a strong emphasis on R&D to create innovative, health-focused pet nutrition. The company operates several research centers and the Purina Institute, which drive advancements in molecular nutrition, microbiome science, and preventive health for pets.
Advances in Pet Microbiome Research
One notable area of research for Purina is the pet microbiome. The company has studied how diet influences gut bacteria and immune function, resulting in products like Purina Pro Plan, which contains probiotics and microbiome-targeted formulas. Nestlé reported that Purina is significantly expanding its microbiome-focused pet food lineup, applying scientific expertise to develop new offerings.
Research on Age-Related Health Issues
Purina also dedicates significant research to age-related health concerns in pets. For example, the company spent over a decade studying brain aging in dogs, which led to the creation of the MCT-rich Bright Mind diets designed to improve cognitive function in older dogs.
Allergy and Disease Management Innovations
Another key focus for Purina is allergy and disease management. The company’s research led to Pro Plan LiveClear, the first cat food specifically designed to reduce cat hair and dander allergens. Purina continues to explore how nutrition can support pets with conditions such as diabetes, kidney disease, and urinary problems. The company frequently collaborates with veterinary schools to further its research in these areas.
Partnership with the University of California, Davis for Urinary Stone Disease
In 2024, Purina announced a five-year partnership with the University of California, Davis, to study and improve treatments for urinary stone disease in dogs and cats. This collaboration underscores Purina’s commitment to advancing the science of pet health and disease management.
Investment in Sustainability and Alternative Proteins
Purina is also investing in sustainability science, with a focus on developing pet foods that use alternative proteins, such as insect-based diets. These alternative proteins were launched in Europe as part of Purina’s effort to contribute to Nestlé’s environmental goals. Additionally, the company is working to improve the recyclability of its packaging, furthering its commitment to sustainability.
Recent Product Launches or Announcements
Nestlé Purina had an eventful 2024, marked by numerous product innovations and expansions across its portfolio. The company planned to launch over 100 new pet products in the U.S. alone, capitalizing on expanded production capacity to cater to growing consumer demand.
Expansion of Purina ONE True Instinct Line
Purina continued to focus on premium, science-driven segments, particularly with its Purina ONE True Instinct line. This line introduced new recipes fortified to support gut health, leveraging prebiotic fiber blends designed to benefit pets’ microbiomes and overall digestive wellness.
Enhancements to Pro Plan Veterinary Diets
Purina’s Pro Plan Veterinary Diets brand, which focuses on therapeutic diets, introduced significant enhancements in 2024. In May 2024, Purina announced that its full range of veterinary formulas, addressing conditions like renal function and allergies, would be made available through major online retailers. The company also launched new supplements targeting joint health and anxiety, complementing the therapeutic diets.
New Addition to Pro Plan Brand
Purina’s flagship Pro Plan brand expanded in early 2024 with the introduction of Pro Plan Complete Essentials. This new variety features tender meaty pieces combined with kibble, designed to enhance palatability for picky eaters, meeting the needs of pets with discerning tastes.
Fancy Feast Launches Gourmet Broths and Filets
On the wet food side, Purina’s Fancy Feast brand tapped into the trend of cat meal complements with the release of single-serve gourmet broths and filets. These new offerings are intended to be used as toppers, providing an indulgent addition to regular cat meals.
Expansion of Beggin’ and Friskies Party Mix Treats
In the treats segment, Purina continued to innovate with its Beggin’ dog treats and Friskies Party Mix cat treats. These product lines saw the introduction of limited-edition flavors in 2024, keeping the offerings fresh and exciting for pets and their owners. One such example was the Halloween special, Pumpkin edition.
Nestlé Purina’s Collaborations to Advance Pet Nutrition Science and Pet Health Initiatives
Nestlé Purina continues to foster collaboration to drive innovation in pet nutrition science and support pet health initiatives. In late 2024, the company made a significant academic contribution by donating $4.5 million to three top U.S. veterinary schools. These schools included Cornell, UC Davis, and Colorado State, which funded multi-year research and education programs.
Academic Partnerships for Canine and Feline Health Research
This investment established specialized programs at each institution, focusing on critical areas of pet health. Cornell’s program (CHAMP) will focus on canine healthy aging and mobility, while UC Davis will expand research into gastrointestinal health in both canines and felines. Colorado State will fund annual grants to support emerging companion-animal researchers. These academic collaborations are designed to generate valuable scientific insights that can guide future Purina products and enhance veterinary care.
Support for Pet Tech Innovations through the Pet Care Innovation Prize
Purina’s commitment to innovation extends beyond academia. Through its Pet Care Innovation Prize program, the company collaborates with industry and startup innovators. In 2024, Purina held its 8th annual Pet Care Innovation Prize, selecting and mentoring pet tech startups working on everything from smart wearables to new treat formats. Purina provides support and potential investment to bring novel pet care solutions to market.
Collaboration with Morris Animal Foundation and Petco Love
In addition to innovation-driven collaborations, Purina continues its philanthropic efforts through partnerships with organizations like the Morris Animal Foundation and Petco Love. These collaborations support research into pet cancer, helping to advance scientific understanding and improve the lives of pets affected by the disease.
Global Veterinary Collaboration and Nutritional Breakthroughs
The Purina Institute continues to collaborate with veterinary specialists worldwide to validate nutritional breakthroughs, regularly publishing joint research in reputable journals and presenting it at veterinary conferences. These efforts contribute to the growing body of knowledge in pet nutrition and health.
Through academic grants, startup incubators, and charitable research sponsorships, Purina leverages external collaborations to complement its internal R&D. These strategic partnerships accelerate progress in pet nutrition, health, and wellness, ultimately benefiting pets globally.
The J.M. Smucker Company
The J.M. Smucker Company entered the pet food business in the 2010s and rapidly became one of North America’s top pet food manufacturers. Smucker’s pet portfolio grew through acquisitions of Big Heart Pet Brands (2015) and Ainsworth Pet Nutrition (2018), bringing classic pet food names under its umbrella.
Today, Smucker’s pet division produces popular dog and cat foods and treats, primarily for the U.S. market. Key brands include Meow Mix (a leading dry cat food), Milk-Bone (an iconic dog biscuit and treats brand), Pup-Peroni (soft dog treats), Nature’s Recipe (natural dog food), 9Lives (cat food), and others.
In 2023, Smucker refocused on its core pet franchises. It withdrew several secondary brands (like Nutrish, Kibbles ’n Bits, 9Lives, and Gravy Train) to concentrate on labels with a market-leading position.
As a result, Smucker’s pet business today centers on cat nutrition (Meow Mix) and dog snacks/treats (Milk-Bone and Pup-Peroni), which reach millions of pet-owning households together.
Although smaller in global footprint than Mars or Nestlé, J.M. Smucker Co. remains a heavyweight in the pet food industry, especially in the U.S. mass-market channel, and continues to invest in growing its pet brands.
Smucker’s Product-Focused and Marketing-Driven Pet R&D Approach
Smucker’s pet R&D strategy is distinct from its competitors, focusing heavily on product innovation and aligning with consumer trends. The company places a strong emphasis on enhancing the palatability, quality, and consumer appeal of its pet products, particularly through core recipe improvements and the development of new flavors or formats for its established brands.
Innovative Enhancements to the Milk-Bone Dog Treats Lineup
One of Smucker’s key innovations is in the Milk-Bone dog treats range, which the company has positioned as a driver for growth. This initiative includes developing new treat textures and formulations, such as softer chews, dental biscuits, and functional treats enriched with vitamins. By building on Milk-Bone’s established reputation, Smucker is tapping into modern pet wellness trends to stay relevant and competitive.
Ongoing Improvements to Meow Mix Cat Foods
Similarly, Smucker continues to invest in improving Meow Mix cat foods, concentrating on enhancing taste and nutritional value. The goal is to maintain Meow Mix’s standing as a leading grocery-brand cat food by aligning with evolving consumer preferences.
Responding to Consumer Trends of Natural Ingredients and Humanization
In response to the growing demand for natural ingredients, Smucker has worked on refining formulas across its brands, including Meow Mix and 9Lives. The company has reduced artificial colors and preservatives while introducing more real protein into the recipes. Additionally, Smucker’s R&D efforts reflect the humanization trend in pet food, with innovations like meat jerky-style treats and cookies for dogs, designed to appeal to pet owners looking for human-like snacks for their pets.
Packaging Innovations for Improved Freshness and Convenience
Packaging plays a crucial role in Smucker’s pet product strategy. The company has introduced innovations such as resealable bags for treats and easy-open wet food cups to enhance convenience and extend shelf life, ensuring that products maintain their freshness and appeal to busy pet owners.
Commitment to Sustainability in Pet Food Production
Smucker is increasingly focusing on sustainability, particularly in the sourcing of ingredients for its pet foods. The company is exploring more sustainable sourcing options and collaborating with suppliers on regenerative agriculture initiatives, especially for the grains used in its pet kibble, reinforcing its commitment to environmental responsibility.
Recent Product Launches and Announcements
Following the restructuring of its pet brand portfolio, Smucker has been actively rolling out new products across its core brands to drive growth. The company has outlined an exciting innovation pipeline for fiscal 2025, with a particular focus on dog treats and cat food.
Fun Collaboration with Milk-Bone: PEEPS® Marshmallow Flavored Dog Treats
One of the standout launches in 2024 was the limited-edition Milk-Bone PEEPS® Marshmallow Flavored Dog Treats, which were introduced as a festive Easter treat. These crunchy biscuits, shaped like the iconic Peeps chicks and bunnies, allowed pet owners to share a fun, holiday-themed experience with their dogs.
Expanding the Milk-Bone Line with New Varieties
Smucker continued to innovate within the Milk-Bone brand, introducing new varieties like Milk-Bone Bene-Sticks and Milk-Bone Birthday Cake biscuits in 2024. These offerings tap into the functional and celebratory treat niches, expanding the brand’s appeal. Smucker reported that innovation within the Milk-Bone line was a key driver of growth, with new products contributing to an 11% sales increase for Milk-Bone in Q4 2024.
Introducing Meow Mix Tasty Layers for Enhanced Cat Palatability
For the Meow Mix brand, 2024 marked the nationwide rollout of Meow Mix Tasty Layers. This dual-texture dry cat food, which combines crunchy kibble with a flavorful center, had been previously test-launched and aims to enhance palatability for cats, a key factor in driving repeat purchases.
Nature’s Recipe Expands with Easy-to-Digest Options for Dogs
In the premium pet food segment, Smucker’s Nature’s Recipe brand introduced a new grain-free Easy-to-Digest Lamb & Oatmeal recipe to cater to dogs with sensitive stomachs. This expansion aligns with the growing demand for specialized, easily digestible diets for pets with gastrointestinal sensitivities.
Maintaining Continuity with Nutrish and Investments in Manufacturing
Although Smucker withdrew the Nutrish brand, it continued to produce Nutrish recipes under a licensing arrangement in 2024 to ensure ongoing availability for consumers. Additionally, the company made significant investments in its manufacturing operations, including upgrading a Milk-Bone treats factory to support new production lines and future product innovations.
Hill’s Pet Nutrition (Colgate-Palmolive)
Hill’s Pet Nutrition is a specialized pet food company renowned for its science-led approach to dog and cat nutrition. Founded over 80 years ago by veterinarian Dr. Mark Morris Sr., Hill’s began by formulating a special diet for a guide dog with kidney disease in 1939. The success of that and other therapeutic diets led to the creation of Hill’s Prescription Diet line and later the broader Science Diet range in 1968. Colgate-Palmolive acquired Hill’s in 1976, supporting its expansion worldwide.
Today, Hill’s Pet Nutrition offers premium pet foods in more than 80 countries, primarily through pet specialty retailers and veterinary clinics. The company’s products include Science Diet (Science Plan) for everyday life-stage and breed-specific nutrition, Prescription Diet for veterinary therapeutic needs (e.g. renal care, weight management), and newer lines like Healthy Advantage and Bioactive Recipe.
Vets frequently recommend Hill’s diets, and the brand invests heavily in clinical nutrition research. With a reputation built on quality and trust, Hill’s has become a top-five global pet food player and a leader in veterinary nutrition.
Hill’s Pet Nutrition’s Commitment to Science and Research in Pet Nutrition
Hill’s Pet Nutrition focuses on science and research in the field of pet nutrition. The company operates a Pet Nutrition Center in Topeka, Kansas, where hundreds of dogs and cats participate in palatability and nutrition studies. These studies play a pivotal role in informing Hill’s formulations, ensuring that each product provides optimal nutrition for pets’ health and well-being.
Advancing Pet Microbiome Research and ActivBiome+ Technology
Hill’s has been a leader in pet microbiome research for over a decade, examining how diet influences gut flora and overall health. This research led to the development of Hill’s proprietary ActivBiome+ prebiotic technology, a blend of fibers that specifically nourishes beneficial gut bacteria. By 2025, ActivBiome+ was incorporated into many of Hill’s diets, as it demonstrated positive benefits for digestion, kidney function, and immune health, aligning with Hill’s commitment to precise nutrition for disease prevention and management.
Clinical Nutrition and Disease Management
A key focus of Hill’s R&D is clinical nutrition, particularly for disease management. Hill’s continuously updates its Prescription Diet formulas, informed by the latest clinical trials. Notable innovations include improvements to its Prescription Diet k/d formula for kidney support, and the introduction of new multi-benefit diets designed for pets with multiple concurrent conditions. Recently, Hill’s launched a Prescription Diet Multi-Organ formula aimed at pets with simultaneous organ issues, as well as a Brain Care + j/d diet that combines cognitive support and joint care, addressing the needs of aging pets.
Oral Health and Weight Management Research
Hill’s R&D also targets critical aspects of pet health such as oral health and weight management. The company has conducted comprehensive studies on the efficacy of dental kibble and energy metabolism to refine products like its t/d dental diet and Metabolic diet. These innovations are designed to help manage and maintain healthy weight and dental function in pets.
Collaboration with Veterinary Universities and Sustainability Initiatives
Hill’s actively collaborates with veterinary universities to advance research in key areas, such as feline urinary health and canine dermatology. In addition to clinical nutrition, Hill’s has made significant strides in sustainability, collaborating on the development of cultured meat proteins for pet food. This collaboration aims to reduce reliance on traditional meat sources, contributing to more sustainable pet food production.
Hill’s Innovation in Therapeutic and Everyday Pet Food Lines
Hill’s Pet Nutrition continues to push the boundaries of innovation within both its therapeutic and everyday pet food lines. At the January 2025 VMX veterinary conference, the company unveiled a suite of new and enhanced products slated for release in 2024–2025, many of which leverage cutting-edge microbiome science.
Upgraded Prescription Diet Formulas with ActivBiome+ Prebiotics
Several of Hill’s Prescription Diet formulas were upgraded to include the proprietary ActivBiome+ prebiotic blend, offering added health benefits. Notable updates include the enhancement of Prescription Diet i/d Stress for Cats, a gastrointestinal care diet, to better manage digestive issues related to stress. Additionally, a new i/d formula designed explicitly for Puppies/Kittens was launched to support young pets with gastrointestinal sensitivities.
Launch of Prescription Diet Multi-Organ for Dogs and Cats
A major product launch in 2024 is the Prescription Diet Multi-Organ, designed for both dogs and cats. This innovative diet is the first of its kind to nutritionally manage multiple organ issues simultaneously, such as kidney and heart conditions, making it a significant advancement in therapeutic pet nutrition.
Introduction of Prescription Diet Brain Care + j/d
Hill’s also introduced Prescription Diet Brain Care + j/d, a dual-purpose diet combining nutrients for cognitive health (Brain Care) with joint support (j/d). This formula is designed to help senior pets remain mentally sharp while maintaining their mobility, addressing the needs of aging pets.
ActivBiome+ Formula for Science Diet Lineup
In the Science Diet range, Hill’s announced that all core dry dog and cat foods would be updated with the ActivBiome+ Multi-Benefit formula. This update is designed to support digestion, immunity, and overall vitality in healthy pets, emphasizing Hill’s commitment to research-backed innovations.
Expansion of Science Diet Perfect Digestion Range
Hill’s also expanded its Science Diet Perfect Digestion range, which features specific prebiotic fiber blends aimed at promoting digestive health. Alongside this, the company introduced new flavors in Science Diet for picky eaters, including a savory stew wet food for adult dogs, which further enhances palatability.
Development of Prescription Diet for Critical Care
On the veterinary side, Hill’s revealed it is developing a Prescription Diet for Critical Care, designed to provide nutritional support for hospitalized pets. This product is expected to launch in late 2024, aligning with Hill’s ongoing efforts to address complex pet health needs.
Collaborations by Hill’s Pet Nutrition
Bond Pet Foods Collaboration to Develop Sustainable Protein for Hill’s Pet Foods
Hill’s Pet Nutrition is actively advancing nutritional innovation through strategic partnerships, notably with Bond Pet Foods, a Boulder-based biotech startup. This collaboration, which began in late 2021, focuses on developing cultured animal proteins for pet food, providing a sustainable alternative to traditional meat sources.
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Fermentation-Derived Chicken Protein for R&D Testing
A significant milestone in this partnership was reached in early 2024 when Bond shipped 2 metric tons of fermentation-derived chicken protein to Hill’s for R&D testing. Unlike traditional farming methods, this protein is produced through a yeast fermentation process, reducing its environmental footprint. Hill’s R&D teams will use this protein to formulate and test pet diets, aiming to deliver the nutritional benefits of meat while minimizing the environmental impact.
Joint Development Agreement for Additional Cultured Proteins
Hill’s and Bond have signed a second joint development agreement to create additional cultured proteins, signaling a long-term collaboration that will further incorporate sustainable proteins into Hill’s product offerings. Hill’s has praised Bond’s technology for meeting its rigorous quality standards, aligning with the company’s science-driven ethos of providing high-quality, nutritionally balanced pet food.
Veterinary Community Collaborations and Shelter Partnerships
Beyond its collaboration with Bond, Hill’s works closely with the veterinary community to advance pet nutrition. The company sponsors numerous clinical trials at universities to validate the efficacy of its diets, such as a trial on the effectiveness of a new weight loss diet at the University of Tennessee. Hill’s also supports shelter organizations through its Food, Shelter & Love program, providing food and collaborating on research to improve nutrition for shelter pets.
Expansion and Collaborative Growth in Europe
In 2022–2023, Hill’s expanded its production capacity in Europe through the acquisition of an Italian facility, Nutriamo, and partnerships with co-manufacturers. This move reflects Hill’s commitment to a collaborative approach to growth and increasing its global production capacity to meet the growing demand for high-quality pet nutrition.
Professional and Educational Collaborations
Hill’s is also involved in professional collaborations to further the field of pet nutrition, including continuing education for veterinarians. The company partners with veterinary associations to host nutrition symposiums, helping to keep veterinary professionals informed on the latest developments in pet nutrition science.
Blue Buffalo Co., Ltd (General Mills)
Blue Buffalo is a premium pet food company known for its “natural” and wholesome approach to dog and cat nutrition. Founded in 2002 by the Bishop family (inspired by their Airedale, “Blue,” who battled cancer), Blue Buffalo rapidly grew as a pioneer of pet foods with no by-product meals, artificial additives, or common fillers.
The brand’s focus on real meat and quality ingredients resonated with pet owners, making Blue Buffalo one of the leading premium pet food brands in the U.S. General Mills acquired Blue Buffalo in 2018, extending its distribution and resources globally.
Blue Buffalo’s product range spans multiple lines tailored to different pet needs and preferences: Life Protection Formula (its flagship chicken-and-rice recipes), Wilderness (high-protein, grain-free diets), Basics (limited-ingredient diets for sensitive pets), Freedom (100% grain-free), Carnivora (raw-inspired), Natural Veterinary Diet (prescription line for specific health issues), and True Solutions (functional foods targeting issues like digestion or mobility).
They also produce a variety of treats and toppers. Blue Buffalo’s offerings are exclusively for dogs and cats. The brand has expanded globally beyond the U.S., entering markets like Canada, Japan, and parts of Europe via e-commerce.
As part of General Mills, Blue Buffalo benefits from the parent company’s extensive supply chain and R&D capabilities. However, it continues to operate with a distinct identity centered on natural ingredients and the tagline “Love them like family. Feed them like family.”
Blue Buffalo’s Focus on Natural Nutrition and Holistic Pet Health
Blue Buffalo’s research and product development are deeply rooted in natural nutrition and holistic pet health. While not traditionally as research-intensive as some of its competitors, Blue Buffalo, now under General Mills, has significantly ramped up its investment in nutritional science to enhance its pet food offerings.
Functional Nutrition and True Solutions Line
A major focus area for Blue Buffalo is functional nutrition. The brand’s True Solutions line, developed in consultation with veterinarians and PhD nutritionists, addresses specific health concerns, including digestive care, skin and coat health, and weight control. These solutions are formulated with natural ingredient blends designed to address common health issues in pets.
Ingredient Research for Optimal Nutrition
Blue Buffalo has invested in ingredient research to identify the best natural sources of nutrients. One of its key areas of focus has been studying alternative grains and novel proteins that improve digestibility for sensitive pets. This research is a crucial component of the brand’s commitment to offering high-quality, natural food options tailored to pets with unique dietary needs.
Increased Innovation with General Mills’ Backing
In 2024, with General Mills’ backing, Blue Buffalo accelerated its innovation pace. The company noted a higher level of product innovation aimed at driving growth, focusing on areas such as palatability, nutrient fortification, and ingredient sourcing. For example, Blue Buffalo has conducted tests on various natural flavor coatings and kibble textures to ensure its foods are delicious without relying on artificial flavors.
Nutrient Fortification with Natural Sources
Blue Buffalo also prioritizes the fortification of its recipes with natural ingredients. A key feature of this is the inclusion of antioxidants from fruits such as blueberries and cranberries, which the brand refers to as “LifeSource Bits.” These ingredients enhance the nutritional profile of Blue Buffalo’s products, contributing to improved overall pet health.
Life-Stage Research for Tailored Nutrition
Blue Buffalo conducts life-stage research to formulate diets for puppies, adult pets, and seniors. By studying the nutritional needs at each life stage, Blue Buffalo ensures that its recipes are tailored to support pets’ health and wellness as they age. This research is further enhanced by General Mills’ expertise in pet nutrition , which helps refine their formulations.
Safety and Balance of Grain-Free Formulas
In response to growing concerns about grain-free diets in recent years, Blue Buffalo has worked closely with veterinary cardiologists to ensure that its grain-free formulations are both safe and balanced. The company continues to monitor veterinary science and update its formulas to ensure they meet the latest standards for pet health.
Sustainability and Sourcing of Ingredients
Blue Buffalo is beginning to explore sustainable agriculture practices while maintaining its commitment to natural ingredients. With General Mills’ partnerships with farmers on regenerative agriculture, Blue Buffalo is looking to extend these practices to the sourcing of ingredients used in its pet foods. This commitment to sustainability helps ensure that Blue Buffalo can continue to deliver on its promise of high-quality, natural nutrition while reducing its environmental impact.
Blue Buffalo’s Efforts to Drive Growth with New Product Launches
Despite a slight sales dip in fiscal 2024, Blue Buffalo has been actively rolling out new products to stimulate growth. Throughout late 2023 and into 2024, the company introduced a series of innovative offerings across all product categories. These innovations reflect Blue Buffalo’s continued commitment to meeting the evolving needs of pets and their owners, particularly in the premium pet food space.
Expansion of High-Protein Wilderness Line
For dogs, Blue Buffalo expanded its popular high-protein Wilderness line by introducing the Wilderness Premier Blend with Salmon. This new dry food option features salmon as the primary protein, enhanced with Omega 3 & 6 fatty acids to support skin and coat health. This addition caters to pet owners seeking premium, protein-rich meals for their dogs.
New Limited-Ingredient Option for Sensitive Dogs
In the limited-ingredient segment, Blue Buffalo’s Basics line introduced a Salmon in Gravy Topper. This wet food topper is designed as a single-protein, grain-free addition to meals, making it ideal for dogs with food sensitivities. The simplicity and nutritional focus of this topper reflect Blue Buffalo’s commitment to providing safe and healthy options for pets with dietary restrictions.
Tastefuls Portfolio Expansion for Cats
For cats, Blue Buffalo expanded its Tastefuls portfolio, known for its meat-first recipes, with the launch of Tastefuls Purées. These lickable puree treats come in single-serve pouches and can be used between meals or as a topper. Made from only five natural ingredients, these creamy treats come in a mess-free twist-cap pouch, tapping into the growing trend of interactive squeeze treats for cats.
Introduction of Functional Treats and Dental Care Products
Blue Buffalo also made waves in the pet treats aisle with the launch of BLUE BeneBars dog treats. These nutrition bars combine proteins, grains, and fruits, with each formula targeting specific health benefits, such as immune support, digestion, or skin and coat health. In addition to these, the company introduced BLUE Dental Chews – a dental treat with a unique nubbed shape featuring 50+ nubs and ridges designed to help scrape plaque and promote oral hygiene while chewing.
Blue Buffalo’s Collaborations and Strategic Partnerships
Blue Buffalo, alongside its parent company General Mills, has focused on collaborations primarily aimed at philanthropic endeavors and portfolio expansion. These collaborations reflect the brand’s commitment to both improving pet health and broadening its reach within the premium pet food market.
Ongoing Partnership with Petco Love to Combat Pet Cancer
A key collaboration for Blue Buffalo is its longstanding partnership with Petco Love (formerly Petco Foundation) in the fight against pet cancer. This collaboration is marked by a joint campaign during Pet Cancer Awareness Month in May, aimed at raising awareness and funds for cancer research. In 2024, the partnership provided a $100,000 matching grant to the Morris Animal Foundation’s “Stop Cancer Furever” initiative, which funds groundbreaking pet cancer research. To date, Blue Buffalo has contributed over $7 million to cancer research, supporting studies focused on new diagnostics and treatments for both canine and feline cancers.
Acquisitions Expanding Blue Buffalo’s Portfolio
On the strategic front, General Mills has expanded Blue Buffalo’s portfolio through acquisitions. A noteworthy move was the acquisition of Whitebridge Pet Brands’ North American business in late 2023, which brought the Tiki Pets (natural cat food) and Cloud Star (treats) brands into the fold. This acquisition not only strengthens Blue Buffalo’s portfolio but also paves the way for future product synergies. For instance, Blue Buffalo could potentially collaborate with Tiki Pets to develop new wet cat food innovations.
Retail and R&D Collaborations
Blue Buffalo also engages in retail collaborations, particularly with pet specialty retailers like Petco and PetSmart, to release exclusive products or host promotional events. These collaborations help Blue Buffalo maintain strong relationships with key retail partners, ensuring its products are available to a wide range of pet owners. Additionally, in terms of R&D, Blue Buffalo has worked closely with veterinary experts in the formulation of its Natural Veterinary Diet line. Through collaborations with vet clinics, these prescription diets are trialed in practice to ensure their efficacy in addressing specific pet health concerns.
Supporting Community and Shelter Initiatives
Philanthropy plays a significant role in Blue Buffalo’s collaborations. The company has supported various community initiatives, such as teaming up with pet shelters to donate food and fund studies on shelter pet nutrition and stress. These efforts align with General Mills’ broader philanthropic goals, showcasing Blue Buffalo’s commitment to improving the well-being of pets, even in shelter environments.
Industry Association Memberships and Collaboration
Blue Buffalo is also an active member of several industry associations, including the Pet Food Institute and the Global Animal Partnership for Animal Welfare (GAPFA). Through these associations, Blue Buffalo collaborates with other pet food companies on important industry issues such as pet food safety standards and sustainability initiatives. These collaborations help Blue Buffalo stay at the forefront of industry trends and reinforce its commitment to high-quality, sustainable pet nutrition.
Strengthening Brand Mission Through Strategic Collaborations
Whether through charitable initiatives or strategic business moves, Blue Buffalo’s collaborations play a critical role in furthering its brand mission. The company’s efforts to improve pet lives through natural nutrition are supported by these diverse collaborations, which help it engage with both the pet care community and its growing consumer base.
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