Edgard & Cooper Enters 1,700 PetSmart Stores

Plus: Natural vet diets move into regulated care with VetCare

Author

Rafe Houston
September 03, 2025 • Estimated Reading Time: 5 minutes

Here's what's happening this week in the world of pet eCommerce and brand growth:
- Edgard & Cooper lands in 1,700 PetSmart stores
- Arden Grange debuts PARNUT-compliant VetCare diets
- At-home canine gut tests fuel subscription care
- Shelter drives spur August adoption spikes and traffic
- Pet-safe odor control opens new home-care aisle

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📌WEEKLY MUST-KNOWS

PetSmart will roll Belgian brand Edgard & Cooper into 1,700 U.S. stores, bringing Europe’s fresh-meat transparency playbook stateside. Expect packaging candor and recipe authenticity to tighten as U.S. shoppers benchmark against this imported standard. Impacted: premium category leaders, retail buyers and brand creative teams.

VETERINARY NUTRITION
Arden Grange Launches VetCare

Arden Grange introduced VetCare, a PARNUT-compliant line of natural wet and dry diets targeting GI, allergy, joint, renal and weight conditions. This move puts “natural” squarely into regulated vet diets and challenges incumbents with grain-free, science-led formulations in multiple pack sizes. Veterinary channel buyers, condition-specific DTC brands and formulators are directly affected.

Pooch and Mutt launched a £69.99 at-home microbiome test with AI analysis via BIOME9, paired with tailored supplements sold individually or by subscription. The play extends pet food into diagnostics and recurring care, creating first-party data moats and higher LTV. Affects DTC health brands, retailers exploring services and CRM teams.

⚡QUICK READS

Clear The Shelters Campaign Drives Adoptions: NBC10 reports hundreds of August adoptions in Philly, signaling a reliable seasonal CSR hook that can drive store traffic and local partnerships for pet brands and retailers. (More)

Pet-Safe Home Fragrance Targets Odor Problem: Ease-E Melts launches pet-safe odor-eliminating melts, sprays and carpet fresheners in the UK, highlighting growth at the pet-home care intersection and co-brand or private-label plays. (More)

Louboutina Turns IRL Moments Into Revenue: Profile of NYC’s ‘hugging’ Golden Retriever shows influencer monetization shifting into events, licensing and corporate wellness, suggesting experiential campaigns can outperform static posts for brand lift. (More)

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