Pet Food Market Trends / Pet Food Company Profiles
on August 20, 2014

Chicken Soup for the Soul expands petfood distribution

Petfood brand hopes to reach more pet parents with new packaging, a pet rescue message and added protein

When asked how his decade-old petfood company, Chicken Soup for the Soul Pet Food, has changed over the past several years, CEO Chris Mitchell points to the very recent past as a starting point for growth rebranding and a new strategy.

“The biggest change happened about a year ago when we brought the sales and marketing, promotion, product development and customer service areas of our petfood business in-house, in part to better integrate the pet business with the parent company and to ensure that we continue to meet our high quality standards,” he explains. “This allows our petfood business to benefit from the press, marketing and social media attention that the parent brand garners on a regular basis with over 3 billion media impressions and over a million Facebook fans. Bringing these areas in-house is a big change that we feel will benefit both consumers and our distribution and retail partners.”

Over the last several months, Chicken Soup has completely redesigned their packaging, bringing it more in line with current industry standards as well as the look and feel of their bestselling book series of the same name. “We (now) feature rescued shelter animals with their story and a Chicken Soup for the Soul story on every product,” Mitchell says. And it’s not just the outside of the dog and cat food bags that’s different. “We increased the protein in most of our formulas and replaced some of the millet with peas," he says. "We also added a new product…

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