PetSmart will carry Innova brand petfood products on its store shelves beginning in May.
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.
2 top trends for 2021 according to the pet food industry
New shelter data casts doubt on whether the pet population and pet ownership are truly growing.
Shelter pet adoption numbers down in 2020, but high rate
While the pandemic caused unprecedented suffering worldwide in 2020, the disruptions to dogs, cats and other pets adoption numbers may normalize in 2021.