The 3 Moves That Decide Who Wins Peak 2025

Plus: Wellness pet company unveils rebrand and national campaign

Author

Avinash Duggempudi
October 08, 2025 • Estimated Reading Time: 5 minutes

Here's what's happening this week in the world of pet eCommerce and brand growth:
- Wellness Pet rebrands with a national omnichannel push
- Earthborn hits 2 million bags recycled with TerraCycle
- New Orleans institute levels up sanitation and hygienic design
- Blue Buffalo leans into football WAGs to sell treats
- Gourmet dog burger shows premiumization still has headroom

⏱️The 3 Moves That Decide Who Wins Peak 2025

Every brand talks about “winning Peak.” Few actually do. In this short video, Fospha’s Aidan Gadd breaks down the 3 moves that decide who comes out on top in Peak 2025.

📌WEEKLY MUST-KNOWS

Wellness Pet rolled out a refreshed brand identity and the Feed Well. Be Well. platform across broadcast, digital, social, e-commerce and point of sale. The move reframes value around mutual wellbeing and standardizes creative for scale, setting up cleaner performance reads across channels. Driven by Wellness Pet and agency Colossus, the shift affects retail partners and DTC conversion strategies heading into Q4.

Earthborn Holistic’s ReBorn program with TerraCycle has diverted 260,649 pounds of packaging since 2015 and now tops 2 million bags recycled. Beyond ESG optics, retail drop-off drives repeat visits and brand preference, while all dog food packs use 25% recycled content via ISCC mass balance. This raises the bar on circular packaging for mid-market pet brands and retailers.

Avanti Pet Care, part of Avanti Feeds, debuted Avant Furst dog food in India and plans a Hyderabad manufacturing facility, expanding beyond its 2025 cat launch. Manufactured with Thailand’s Bluefalo Group, the line will add wet food and treats. Rising APAC capacity and brand ambition point to new sourcing options and future competitive pressure in premium nutrition.

⚡QUICK READS

Blue Buffalo Taps Olivia Culpo For Football-Themed Campaign: Blue Buffalo activated Olivia Culpo and NFL WAGs to push Nudges treats through football season, signaling bigger spend on tentpole influencer moments that drive social-to-shelf lift.(More)

Years.com Launches Wild Boar Quarter Pounder For Dogs: UK fresh-food brand Years.com adds a gourmet burger SKU, reinforcing premiumization and menu theatrics that can fuel PR, AOV and LTO-driven repeat.(More)

Pet Wants Assembles New Leadership To Accelerate Franchise Growth: The franchise named new heads of marketing, operations and development, pointing to heavier investment in omnichannel tech and centralized demand gen for local owners.(More)

Raw Pet Food Market Forecast Signals Fast Growth: A new report pegs raw pet food at 10.16% CAGR through 2032, highlighting a premium segment to watch despite supply chain complexity and higher COGS.(More)

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