Shelf-Stable Raw Pet Food Is Here | Pets and Trends Newsletter

Editor’s Pick 🌟

The Secret to Winning with PMax and Search

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Expert Insights 🧠

Clean Labels, Smarter Formulations: How GRAS Reform Is Reshaping the Pet Food Industry

The pet food industry is no longer playing catch-up with human wellness trends—it’s setting its own. As consumers grow more informed and discerning, the demand for transparency, traceability, and natural ingredients is rapidly reshaping what quality looks like in pet nutrition.

At the center of this shift are potential changes to GRAS (Generally Recognized as Safe) designations—a regulatory backbone that has historically allowed certain additives into pet food without pre-market FDA approval. That framework is now under scrutiny, and pet food brands that lean into reform rather than resist it will gain a trust advantage in a market where skepticism is growing.

This isn’t just regulatory housekeeping—it’s a strategic moment for brand differentiation. Emerging players in the DTC pet space are already responding, reformulating ahead of policy and building loyalty through transparency-first messaging. Consumers are rewarding brands that act proactively, not reactively.

Consider innovators like Marsapet, leveraging novel proteins such as FeedKind, a fermented, land-free protein that bypasses the sustainability and allergen concerns tied to traditional meat sources. This kind of ingredient innovation doesn’t just meet evolving safety standards—it elevates the product narrative around environmental impact and pet well-being.

So what’s the opportunity for pet care brands?

- Use potential GRAS reform as a credibility accelerator: Communicate how your brand goes beyond compliance to prioritize pet health.

- Treat transparency as a value proposition: Highlight where ingredients are sourced, how they're processed, and why they’re included.

- Rethink product innovation beyond ingredients: Look at format (freeze-dried, fresh, subscription-ready), packaging (biodegradable), and partnerships (vet-backed endorsements) as part of the new premium standard.

Consumers today aren’t just buying food—they’re buying peace of mind. As regulatory frameworks tighten and natural ingredient demand grows, brands that embed trust and science into their product and marketing DNA will lead the next generation of pet care.

Sector Spotlight 🎥

PET NUTRITION INNOVATION

GentleDry Technology Introduces Shelf-Stable Raw Pet Food with 95% Nutrients

Red Dog Blue Kat has launched Everyday Raw Anywhere, an innovative shelf-stable raw pet food using GentleDry Technology to retain 95% of nutrients and reduce carbon emissions by 75%. This product caters to eco-conscious pet owners, offering flexible feeding options, including a complete meal, meal topper, or protein-rich snack. Available from Spring 2025, it enhances sustainable practices and market differentiation.

GLOBAL COMMERCE

Brazilian Pet Companies Shine at Global Pet Expo 2025 in Orlando

The Global Pet Expo 2025 will showcase six Brazilian pet companies, backed by Instituto Pet Brasil and ApexBrasil, highlighting Brazil's significant position in the global pet market. As the third-largest pet sector globally, Brazil's innovative approaches in nutrition and pet care, utilizing local biodiversity paired with advanced technology, offer strategic insights for marketers eyeing international expansion. Attendees can explore diverse products including pet food, supplements, and wellness accessories, essential for understanding Brazil's market-driven strategies in the pet industry.

ECOMMERCE EXPANSION

Butcher's Naturals Expands Premium Dog Treats Availability with Target Partnership

Butchers Naturals expands its distribution by partnering with Target, making its premium single-source protein dog treats accessible nationwide. This strategic move enhances brand visibility and caters to pet owners seeking high-quality, limited-ingredient treats, aligning with market trends emphasizing natural pet products. The collaboration reflects Target's commitment to quality, providing marketers a case study in effective retail partnerships.

PET MARKETING CAMPAIGNS

Pet Valu's Playtime Campaign Highlights Enriching Pet-Owner Interactions Through Play

Pet Valu's Playtime campaign underscores the need for interactive play between pets and their owners, leveraging educational resources and product suggestions to provide practical solutions that enhance pet wellbeing and owner satisfaction. By addressing the modern challenge of prioritizing screen time over pet interaction, the campaign promotes shared activities that improve physical health and emotional connections. This initiative is relevant for marketing professionals looking to explore engagement strategies in the pet industry.

PET INDUSTRY INNOVATION

Cesar Millan and Xcel Brands Launch Pet Brand Focused on Trust and Love

Cesar Millan and Xcel Brands have collaborated to launch "Trust-Respect-Love by Cesar Millan," a pet brand that marries Millan's expertise in canine psychology with Xcel's media prowess. This venture introduces premium, purpose-driven pet products aimed at fostering stronger pet-owner relationships, positioning the brand as a leader in pet care innovation. With plans to launch in Spring 2026, the brand leverages social commerce channels, targeting pet owners globally with educational and product-focused content.

Influencer Corner 📣

Optimization Hub ⚙️

CHECKOUT OPTIMIZATION

Optimize Your Checkout Process for Superior Sales and Customer Satisfaction

Checkout optimization is critical for reducing eCommerce cart abandonment, with best practices including transparent upfront costs, diverse payment options, and a smooth guest checkout process. High cart abandonment is linked to hidden fees, complex navigation, and lack of trust signals. Implementing clear, secure, and streamlined checkout processes increases conversion rates significantly.

SEARCH INNOVATION

Generative AI Enhances Consumer Decisions With Smart, Predictive Tools

Generative AI is transforming consumer decision-making by aiding complex choices like luxury trips and financial investments through recommendations and comparison tools. Brands can gain competitive benefits by integrating AI in search strategies, focusing on Google's E-E-A-T principles, and utilizing AI for content creation and optimization. Early adoption of AI-driven strategies enhances brand discovery and engagement in a digitally evolving marketplace.

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