Supervalu Launches WholeCare Pet Food, Supplies Line

March 2, 2010
/ Print / Reprints /
/ Text Size+

Minneapolis-based Supervalu announced the launch of the WholeCare Pet brand, a complete line of food products, treats and supplies for dogs and cats. The WholeCare Pet line, which will replace Supervalu’s Happy Tails and NutriPlan store brand lines, will be available nationwide in the company's Acme, Albertsons, bigg's, Cub Foods, Farm Fresh, Hornbacher's, Jewel-Osco, Shaw's/Star Market, Shop 'n Save and Shoppers Food & Pharmacy stores, as well as in select independent grocery retailers served by Supervalu’s supply chain operation.

"Pets will love our new WholeCare Pet line, which offers high-quality nutritional products in a variety of fun new flavors - all at better prices than the national brands," said Stacy Bergmann, brand manager, Supervalu. "In addition to the value, we believe that pet parents will appreciate the convenience of shopping for their entire family's nutritional needs at their neighborhood grocery store."

WholeCare Pet products are formulated to match or exceed the quality of leading national brands such as Purina Beneful, Pedigree, Friskies cat food, Milk-Bone dog biscuits, Pup-Peroni and TIDY CATS, Supervalu said, at an everyday savings of at least 15 percent to 30 percent. The WholeCare Pet line features nearly 100 dog and cat products, the retailer added, including 19 varieties of wet dog and puppy food, 11 types and sizes of dry dog and puppy food, 13 varieties of dog biscuits and treats, 20 varieties of wet cat food, nine types and sizes of dry cat and kitten food, and 10 cat litter offerings.

Did you enjoy this article? Click here to subscribe to Private Label Buyer.

You must login or register in order to post a comment.



Image Galleries

August 2014 New Food Products

This month’s new food products are organic coffee, hatch green chili tzatziki, cultured soy, kernel cooking oils, snack seasoning, thin Swiss cheese, tea and lemonade blend, crispy fish shapes, mole rojo braising sauce, sausage & cheese pita pocket, and chicken club pizza.


Coming with a clear, comprehensive plan was the key to success for Longo Brothers Fruit Markets when the grocer decided to roll out a two-tier private label strategy, Jenny Longo and Robert Koss tell PLBuyer editor Chris Freeman in this podcast.

More Podcasts

Private Label Buyer Magazine

PLB August 2014 cover

August 2014

The August 2014 issue of Private Label Buyer includes articles on non-food grocery items, as well as category insights on store brand spreads, healthcare, and personal care. Check it out today!

Table Of Contents Subscribe

Private Label Segments

Which segment of private label will see the biggest growth over the next year?
View Results Poll Archive

Clear Seas Research

Clear Seas ResearchWith access to over one million professionals and more than 60 industry-specific publications,Clear Seas Research offers relevant insights from those who know your industry best. Let us customize a market research solution that exceeds your marketing goals.

PLB Marketplace


facebook_40px twitter_40px  youtube_40pxlinkedin_40pxgoogle+ icon 40px