PET Food Processing - October 2019 - 38

PROCESSOR PROFILES

WellPet
FAST FACTS
Founded: 1926
Headquarters:
Tewksbury,
Massachusetts
Manufacturing:
Mishawaka, Indiana;
St. Paul, Minnesota;
Veendam, The
Netherlands
Brands:
Wellness Natural Pet
Food, WHIMZEES,
Old Mother Hubbard,
Holistic Select, Eagle
Pack and Sojos
Website:
www.wellpet.com

38

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WellPet LLC is a big player in the premium pet food
space, managing several brands of pet food, treats
and dental chews. Its diverse offerings are centralized by the company's core philosophy that uncompromising nutrition plays a vital role in helping pets
lead long and healthy lives.
The company believes this diversity across its
brands contributes to its continued success in an
increasingly crowded pet food and treat market.
By offering a holistic portfolio for pets of all sizes
and life stages, says Chanda Leary-Coutu, director
of consumer experience for the company, WellPet
brands are able to grow with and adapt to the full
spectrum of consumer trends and preferences.
Leary-Coutu says in order to ensure that a pet
food product is embraced by both the pet and the
pet owner, it is crucial to formulate products with
high-quality, natural and recognizable ingredients
that are responsibly sourced and prepared with care.
Palatability is another key part of this equation, so
WellPet aims to formulate foods that are sufficiently
healthy while still incorporating aromas and flavors
that dogs and cats instinctually crave.
WellPet supports product innovation across all its
brands. For example, WHIMZEES recently capitalized on a gap in the dental chew category for puppies. Most dental chew products on the market
were designed for dogs at least six months old, so
WHIMZEES created Puppy Chews, which can be
given to dogs as young as three months old.
As another example of the company's eye for
innovation, Wellness Natural Pet Foods launched
two lines of high-protein diets with wholesome
grains in August - one kibble diet and another
kibble diet with freeze-dried raw meat inclusions -
to add to the brand's portfolio of original, grain-free
and limited-ingredient lines.

PET FOOD PROCESSING | 2019 | www.petfoodprocessing.net

In June 2019, WellPet's WHIMZEES brand cut
the ribbon at its newest manufacturing facility in
Veendam, The Netherlands, to support continued double-digit growth of its all-natural dental
dog treats. WHIMZEES' original facility in The
Netherlands has taken a holistic approach to sustainability by improving energy efficiency, dramatically reducing waste and taking other small but effective measures to minimize its operational impact
on the environment.
During SuperZoo in August 2019, WellPet
launched the Wellness Foundation and announced

"Our brands are dedicated
to seeking new ways to bring
excitement to mealtime and
meet the unique needs of
each pet and family."
Chanda Leary-Coutu, director of
consumer experience, WellPet

the foundation's first partnership with Best Friends
Animal Society, a national organization advocating for animal welfare and humane animal shelter
practices. To raise awareness for the foundation and
its first partnership, the Wellness brand released a
co-branded dog biscuit, product called Bestie Bars,
under its CORE line.
Going forward, the Wellness Foundation will
advocate for pet adoption, ethical breeding and
overall companion animal welfare by partnering
with and supporting other pet-focused organizations such as the Human Animal Bond Research
Institute (HABRI), Pet Sustainability Coalition
(PSC) and TerraCycle.
http://www.wellpet.com http://www.petfoodprocessing.net
PET Food Processing - October 2019

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