Walmart aims for premium pet food, services market

Mass premiumization of pet food reached a new level as the ultimate in big box stores, Walmart introduced a line of premium pet foods, PRO+, to the retailers’ Pure Balance line.

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Photo by Jonathan Weiss, BigStock.com
Photo by Jonathan Weiss, BigStock.com

Mass premiumization of pet food reached a new level as the ultimate in big box stores, Walmart introduced a line of premium pet foods, PRO+, to the retailers’ Pure Balance line. Walmart’s premium pet food will launch as a price point lower than similar brands, according to the company.

For example, Pure Balance Pro+ Chicken and Oatmeal Recipe Weight Management Formula Dry Dog Food sells for US$9.88 for eight pounds on Walmart’s website. It is marketed as formulated by veterinarians and containing no added corn, wheat or soy, with chicken as the first ingredient. Walmart claims the “low calorie chicken and oatmeal recipe dog food supports fat metabolism in body, healthy weight and joint health.”

  • Low calorie formulation with natural fiber sources to help support a healthy weight
  • #1 ingredient real chicken
  • No fillers, artificial preservatives, colors or flavors

Pure Balance Pro+ Chicken and Oatmeal Recipe Weight Management Formula Dry Dog Food ingredientsChicken, Chicken Meal (Source of Glucosamine), Ground Grain Sorghum, Dried Peas, Oatmeal, Pearled Barley, Canola Meal, Brewers Dried Yeast, Natural Flavor, Dehydrated Alfalfa Meal, Dried Plain Beet Pulp, Pea Fiber, Chicken Fat (Preserved with Mixed Tocopherols), Sodium Tripolyphosphate, Fish Oil (Preserved with Mixed Tocopherols), Salt, Calcium Carbonate, Taurine, Choline Chloride, Dried Cranberries, Dried Carrots, Dried Blueberries, Minerals (Zinc Sulfate, Ferrous Sulfate, Copper Sulfate, Manganous Oxide, Sodium Selenite, Calcium Iodate), Vitamins (Vitamin E Supplement, Niacin Supplement, Vitamin A Supplement, Thiamine Mononitrate, d-Calcium Pantothenate, Pyridoxine Hydrochloride, Riboflavin Supplement, Vitamin D3 Supplement, Biotin, Folic Acid, Vitamin B12 Supplement), Citric Acid (Preservative), Mixed Tocopherols (Preservative), L-Carnitine, Rosemary Extract

Walmart expansion of pet products and services

Walmart announced the release in a blog post from Melody Richard, vice president of Walmart U.S. pet division, who owns one Black Russian Terrier and three cats.

With the release of a premium pet food line, Walmart seems to be working towards making their stores a one-stop-shop for pet owners, even if most of that shopping is online. The company introduced expanded health services for pets last year.

“We’ve seen a great response to our expanded offering of pet services which we expect to continue as more people return to the office,” Richard wrote. “Since launching last November, customers have really loved the convenience and affordability of Walmart Pet Care. You can find personalized pet insurance through Walmart Pet Insurance, book a pet sitter with Rover or easily fill your pooch’s prescription with Walmart PetRx.”

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