Freshpet

Freshpet appoints activist investor’s director nominee to board

Pet food company Freshpet has announced it has reached an agreement with Jana Partners to appoint Timothy McLevish to its board. McLevish was one of Jana Partners’, an activist investor in the company, nominations to the board of directors. He has been appointed to the audit committee of the board…

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Asda launches dedicated ‘pet zone’ in selected stores

Asda has launched a ‘pet zone’ in selected stores, and will trial a number of partnerships with six brands within its Gateshead, Eastlands, Minworth, West Bridgford and Caerphilly stores. The dedicated zone will include a wider range from brands such as Lily’s Kitchen, Freshpet and Denzel’s, alongside an range of…

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Clean eating pets

Clean eating or eating clean refers to a diet where one consumes foods in its whole and natural state, avoiding refined sugars and processed foods in a bid to become healthier overall. Some versions of the diet encourage the omission of dairy, gluten and grains or even promote the consumption…

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Humanisation in the pet food industry

As more owners consider their small companions as to be their direct equals and impose their own lifestyles and preferences onto them, this change in ideology has trickled into the pet trade and led to a ‘humanisation’ process of the manufacturing industry. Pet owners now aim to give them a…

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Freshpet tricks children into eating pet food for advert

American manufacturer Freshpet secretly fed pet food to children from the UK without telling them in its latest marketing ploy to introduce the company to British consumers. Freshpet described the advert as “the best way to introduce the UK to the family” despite authorities warning that dog food was not…

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Freshpet appoints new European senior marketing manager

US chilled pet food brand, Freshpet, has announced plans to strengthen its UK leadership team. The company has appointed Hannah Edwards as senior marketing manager. Freshpet was founded nine years ago in the US to bring chilled, fresh, batch cooked pet food to dogs and cats. Hannah will lead its…

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US pet food company partners with Tesco

US chilled pet food brand Freshpet is working in partnership with Tesco. Freshpet’s range of fresh, natural, less-processed pet food will be available in 300 Tesco stores nationwide, merchandised in unique Freshpet branded chiller cabinets for the pet aisle . Freshpet Co-Founder and Europe’s MD, Cathal Walsh explains: “Freshpet started ten…

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