The Innova brand was launched in 1993 by Natura Pet Products, which allowed the petfood brand to be sold only by independent specialty pet stores. The company's policy change aims to increase brand awareness and availability, as well as meet increased consumer demand for natural petfoods, according to Jim Wall, vice president of sales for Natura. PetSmart will carry a range of Innova products for both dogs and cats, including dry foods, canned foods and treats.
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