Petcurean Pet Nutrition partnered with Belgium-based United Petfoods, a private label pet food manufacturer, reported Pet Worldwide. Petcurean gained access to United Petfood’s 17 production facilities in Europe, exporting to 80 countries. Petcurean’s recipes will be delivered throughout Europe from these facilities starting in autumn 2022.
Petcurean Pet Nutrition is a Canadian company that produces premium pet foods for dogs and cats, according to Petfood Industry’s Top Companies Current Data. Petcurean pet foods are sold exclusively through pet specialty retailers in Canada, the United States and more than 30 countries internationally. United Petfood specializes in private labeling dry pet food, wet pet food, treats and snacks. The Belgian family business operates 30 pet food manufacturing facilities in 8 countries and sells in more than 80 countries worldwide.
Petcurean brand refresh highlights company evolution
In April 2021, British Columbia, Canada-based premium pet food manufacturer Petcurean launched a global refresh of its Now Fresh line, reported Petfood Industry’s Lindsay Beaton. The brand’s new tagline, “Fresh. Simple. Whole. For every size and stage of life.” is well in step with the company’s overall pet food goal, which is to provide top-of-the-line nutrition to dogs and cats no matter their age or health condition.
“We recognize that every pet is unique and there is no single way to feed our furry friends,” says Kambria Newton, trade marketing & communications manager for Petcurean. “That’s why Petcurean offers a diverse range of recipes to provide options for any size, breed or stage of life — whether that’s a diet based on high animal protein, moderate protein, plant-based protein, or a diet that is grain-free, grain-friendly or contains limited ingredients to address food sensitivities and adverse reactions.”
A big part of the brand refresh focuses on communication: not just of Now Fresh’s products, but of what makes the brand itself different from its competitors. In a saturated premium pet food market, succeeding at this task is no easy feat.
“Our main priority is to help pet parents understand what makes Now Fresh unique in the marketplace, and how the recipes are formulated with functional ingredients — including more than 20 nutrient-rich superfoods — to provide tailored nutrition to support the health of dogs and cats, no matter what their breed, size or age,” says Newton. “We recognize that it’s our responsibility to provide as much information as possible to pet parents, so they can make informed decisions about what is best for their cherished animal companions.”
One of the most direct ways of communication is on the shelf, which is why the Now Fresh refresh included new packaging highlighting the benefits of each recipe on the bag. Additionally, Petcurean launched a customized website and social media platforms for the brand to expand accessibility for both pet parents and retailers.
