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Supervalu Launches WholeCare Pet Food, Supplies Line

March 2, 2010
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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.

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