General Mills accelerates growth through expansion

General Mills has announced two new product launches in the North American pet segment: With Blue Buffalo and Edgard & Cooper, the company aims to meet the changing preferences of pet owners and accelerate the company's growth in the pet food sector.

Blue Buffalo is entering the fresh pet food market with the nationwide launch of Love Made Fresh, offering pet owners more options for feeding their pets naturally. Blue Buffalo's natural food will be available in various formats and with a variety of recipes. With this launch, Blue Buffalo will be the largest US pet food brand offering dry, wet and fresh food solutions, according to a press release from General Mills.

Following the acquisition of Edgard & Cooper, a leading European premium pet food brand, in April 2024, General Mills will launch the brand in the US in July this year through an exclusive retail partnership with PetSmart, a leading omni-channel retailer of pet products. The US launch will showcase Edgard & Cooper's fresh approach to pet food, with recipes made from real, recognisable ingredients such as fresh chicken, venison and duck, combined with nutritious fruits and vegetables. The range includes dry food, wet food and treats and is suitable for dogs of all breeds and life stages. The nationwide launch at PetSmart will leverage Edgard & Cooper's digitally-driven, social media-based marketing approach, which has proven to be a driver of the company's rapid growth in Europe, and further strengthen PetSmart's position in the super-premium segment.