Pet Food Processing - November 2023 - 35

COMPANY PROFILE
bowl
I
beyond the
By Nicole Kerwin | nkerwin@sosland.com
It all began in 2015, when The J.M. Smucker Company
made its first foray into the pet food market by acquiring
Big Heart Pet Brands for $5.8 billion. In just eight short
years since, the company has established itself as a leader
in the pet food industry, building a foundation of iconic,
lucrative brands.
But with humanization becoming ever-more present
and younger generations soon dominating pet ownership,
the company began to reevaluate its pet food strategy.
The J.M. Smucker Company shocked the industry
by divesting several of its pet food brands in February
2023, making its intentions clear - zero in on cat food
and dog snacks.
" We know pets is this mega category - it has a ton of
different nooks and crannies where you can compete, "
said Judd Freitag, vice president of marketing for pet food
and snacks at The J.M. Smucker Company. " We're really
happy with the focus that is provided with our portfolio
within dog treats and mainstream cat food. We think the
space is going to continue to be ripened for growth. We
have a real reason to believe that we can win. "
According to Freitag, the divestiture made perfect
sense for The J.M. Smucker Company, as it provided the
company with a strong foundation ripe for significant
growth potential.
" We strongly believe that we win where we lead, " he
shared. " Within dog food, we were always going to be
kind of a No. 4 or No. 5 player within that space, and
there are companies that execute really well from those
strategic positions. But we were not necessarily built that
way, we're built to lead. Our position within these categories
gave us the confidence that these are the right
spaces for us that have a ton of growth potential. "
All about taste and fun
As Freitag and everyone else in the industry knows, humanization
is driving the pet food and treat space, but humanization
may have only just begun. Consumers are dediwww.petfoodprocessing.net
| November 2023 | PET FOOD PROCESSING 35
According to the
company, the
humanization
movement is evolving
beyond flavors and
textures and becoming
more about experience,
as pet parents celebrate
human holidays with
their pets through
nutritional offerings.
Photos by The J.M. Smucker Company
The J.M. Smucker Company
provides a peek behind its
pet food and treat strategy
coming off the heels of a
significant divestiture.

http://www.petfoodprocessing.net

Pet Food Processing - November 2023

Table of Contents for the Digital Edition of Pet Food Processing - November 2023

Pet Food Processing - November 2023 - Intro
Pet Food Processing - November 2023 - FCa
Pet Food Processing - November 2023 - FCb
Pet Food Processing - November 2023 - 1
Pet Food Processing - November 2023 - 2
Pet Food Processing - November 2023 - 3
Pet Food Processing - November 2023 - 4
Pet Food Processing - November 2023 - 5
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Pet Food Processing - November 2023 - 7
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https://www.nxtbook.com/sosland/pfp/pet-food-processing-november-2024
https://www.nxtbook.com/sosland/pfp/pet-food-processing-september-2024
https://digital.petfoodprocessing.net/sosland/pfp/pet-food-processing-july-2024
https://digital.petfoodprocessing.net/sosland/pfp/pet-food-processing-may-2024
https://digital.petfoodprocessing.net/sosland/pfp/pet-food-processing-march-2024
https://digital.petfoodprocessing.net/sosland/pfp/pet-food-processing-january-2024
https://digital.petfoodprocessing.net/sosland/pfp/pet-food-processing-november-2023
https://digital.petfoodprocessing.net/sosland/pfp/pet-food-processing-september-2023
https://digital.petfoodprocessing.net/sosland/pfp/pet-food-processing-july-2023
https://digital.petfoodprocessing.net/sosland/pfp/pet-food-processing-may-2023
https://digital.petfoodprocessing.net/sosland/pfp/pet-food-processing-march-2023
https://digital.petfoodprocessing.net/sosland/pfp/pet-food-processing-december-2022
https://digital.petfoodprocessing.net/sosland/pfp/pet-food-processing-october-2022
https://digital.petfoodprocessing.net/sosland/pfp/pet-food-processing-september-2022
https://digital.petfoodprocessing.net/sosland/pfp/-pet-food-processing-june-2022
https://digital.petfoodprocessing.net/sosland/pfp/pet-food-processing-march-2022
https://digital.petfoodprocessing.net/sosland/pfp/pet-food-processing-december-2021
https://digital.petfoodprocessing.net/sosland/pfp/pet-food-processing-october-2021
https://digital.petfoodprocessing.net/sosland/pfp/pet-food-processing-september-2021
https://digital.petfoodprocessing.net/sosland/pfp/pet-food-processing-june-2021
https://digital.petfoodprocessing.net/sosland/pfp/pet-food-processing-march-2021
https://digital.petfoodprocessing.net/sosland/pfp/2020_12_01
https://digital.petfoodprocessing.net/sosland/pfp/2020_10_01
https://digital.petfoodprocessing.net/sosland/pfp/2020_09_01
https://digital.petfoodprocessing.net/sosland/pfp/2020_06_01
https://digital.petfoodprocessing.net/sosland/pfp/2020_03_01
https://digital.petfoodprocessing.net/sosland/pfp/2019_12_01
https://digital.petfoodprocessing.net/sosland/pfp/2019_10_01
https://digital.petfoodprocessing.net/sosland/pfp/2019_09_01
https://digital.petfoodprocessing.net/sosland/pfp/2019_06_01
https://digital.petfoodprocessing.net/sosland/pfp/2019_03_01
https://digital.petfoodprocessing.net/sosland/pfp/2018_12_01
https://digital.petfoodprocessing.net/sosland/pfp/2018_09_01
https://digital.petfoodprocessing.net/sosland/pfp/2018_06_01
https://digital.petfoodprocessing.net/sosland/pfp/2018_03_01
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