Freshpet partners with Petco to offer fresh pet food subscription plans

Secaucus-based refrigerated pet food maker Freshpet Inc. is teaming up with Petco Health and Wellness Co. Inc. to offer a direct-to-doorstep customizable plan of fresh and healthy meals for pets.

The new e-commerce brand, which the companies said is the first subscription-based pet food service from a brick-and-mortar retailer, aims to make the process of obtaining high-quality food options easier for dog owners.

Available exclusively on Petco.com, Freshpet Custom Meals are crafted by veterinary nutritionists; preservative-free; made with natural chicken, beef, salmon or eggs and real fruits and vegetables; and steam-cooked to retain its nutrients. Meals are also kept refrigerated until they reach owners’ homes, the companies said.

After completing a short questionnaire on their dog’s attributes, sensitivities and health goals, owners will receive a personalized meal plan – which start at $3 a day – along with feeding guidelines based on breed, age, body type, activity level and more. Owners can then select their preferred delivery window for the food to be sent via Petco’s delivery services.

Freshpet Custom Meals are now available regionally across 15 states, including New York, California, Texas and Florida, and will launch nationwide later this year.

Scott Morris, co-founder and president of Freshpet, said, “It’s exciting to see the demand for fresh pet food continue to grow. As shoppers seek healthier, real food for their pets, they’re also looking for solutions that provide added convenience. Our partnership with Petco allows us to deliver on both – creating customized healthy meal plans delivered to consumers’ doorsteps.”

Amy College, Petco’s chief merchandising officer, described the offering as “a breakthrough in the way pet parents can provide their pets with the very best nutrition.”

“We’re thrilled to partner with Freshpet, the leader in fresh pet food, to bring Freshpet Custom Meals to life through our differentiated, seamless omnichannel ecosystem, as part of our ongoing commitment to pets’ high-quality nutrition and complete health and wellness,” she said.

Founded in 2006, Freshpet manufactures, markets and distributes fresh, natural pet food and pet treats that are made from fresh meats, vegetables and fruits that are free of preservatives, additives and artificial ingredients.

Petco – which operates more than 1,500 locations across the U.S., Mexico and Puerto Rico – offers merchandise, grooming, training, companion animals and a growing network of on-site veterinary hospitals and mobile veterinary clinics. The San Diego-headquartered company also has a digital presence online at petco.com and through its Petco app.

In announcing the partnership, the companies cited Nielsen IQ, Packaged Facts and Earnest credit card data showing that the fresh and frozen pet food category is expected to grow three-to-four times its current value, to $6 billion in the next four years. Direct-to-consumer sales are expected to drive much of that growth.