Edgard and Cooper launches in US
Alongside this, one of General Mill’s other brands Blue Buffalo is entering fresh pet food with the national launch of ‘Love Made Fresh’
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General Mills has announced that Edgard and Cooper has launched the brand in the US following its acquisition in April 2024.
The brand will launch this July through an exclusive retail partnership with omni-channel pet retailer PetSmart.
This US launch will feature Edgard and Cooper’s recipes made with real, recognizable ingredients like fresh chicken, venison and duck, combined with nutritious fruits and vegetables.
The range spanning dry food, wet food and treats is designed to support dogs of all breeds and life stages. The national PetSmart launch will leverage Edgard and Cooper’s digital-first, social-led marketing approach.
Liz Mascolo, segment president, North America Pet, General Mills, said: “Pet parents are redefining how they feed and treat their pets, and at General Mills, we’re listening and continuing to bring trusted, high-quality natural solutions to a rapidly evolving marketplace. These moves position us to lead in both scale and innovation across the pet food aisle, with offerings that appeal to the fastest growing demographic in the category — young pet parents.”
Alongside this, one of General Mill’s other brands Blue Buffalo is entering fresh pet food with the national launch of ‘Love Made Fresh’.
Blue Buffalo’s ‘Love Made Fresh’ will feature multiple formats and a variety of flavorful recipes, designed to be a standalone fresh solution or a perfect companion to its portfolio of dry dog food.
