Pet Valu expands into freezer section with Performatrin Culinary

Company introduces its frozen, raw and gently cooked recipes for pet parents looking for minimally processed dog food.

2 Lisa Selfie December 2020 Headshot
Performatrin Culinary raw chicken dinner adult dog food
Performatrin Culinary raw chicken dinner adult dog food
CNW Group | Pet Valu Canada Inc.

Adapted from a press release.

Pet Valu, Canada's leading specialty retailer of pet food and pet-related supplies, introduced Performatrin Culinary, a line of minimally processed, high quality, easy-to-serve, frozen nutrition for dogs.

Made with fresh, human-grade ingredients with added vitamins and minerals, Performatrin Culinary's initial offering consists of eight raw and seven gently-cooked recipes such as Beef Risotto and Pork Feast, providing dogs with healthy, humanized meal and snack options.

"Culinary pet food, including frozen raw, frozen gently cooked and freeze-dried raw formats, is one of our fastest growing categories, with an increasing number of devoted pet lovers seeking out less processed foods for their pets," said Matthew Shanks, vice president of Proprietary Brands at Pet Valu. "Made using unique recipes that were developed exclusively for Pet Valu by our in-house nutritionist, Performatrin Culinary taps into this need with meals and snacks that are delicious, convenient and compellingly priced to help dogs thrive."

Gently-cooked meals, snacks made with fresh, human-grade ingredients

Performatrin Culinary Gently Cooked meals and snacks are made in a Canadian facility that also produces food for human consumption. All gently-cooked meals and snacks are made using fresh, human-grade ingredients, cooked slowly at low temperatures and flash frozen to lock in nutrients and keep their delicious, fresh taste. Formulated to support healthy digestion, healthy skin and coat, immune health and strong teeth and bones, the gently-cooked meals can be eaten as a complete and balanced meal or as a topper. 

Made in small batches, Performatrin Culinary Frozen Raw meals are a great alternative for pet parents looking for less processed food, said the company. Containing approximately 90% meat, triple-ground bones and organs, and approximately 10% fruit, vegetables, vitamins and minerals, Performatrin Culinary Frozen Raw meals are designed to provide the convenience of a raw diet without having to mix, measure or chop the ingredients. The raw meals are also available in Butcher's Select variety packs making it easy for pet parents who prefer to rotationally feed their dog different proteins.

All Performatrin Culinary gently-cooked and raw recipes are complete and balanced to Association of American Food Control Officials (AAFCO) standards. The meals and snacks do not contain gluten, wheat, corn, soy, artificial preservatives, colors or flavors. They are packaged in easy-to-serve, preportioned patties for frozen raw and zip-sealed pouches for gently-cooked meals and snacks so pet parents simply thaw and serve, noted Shanks.

"The introduction of Performatrin Culinary is grounded in Pet Valu's unwavering passion to provide the best quality foods for devoted pet lovers so their pets thrive," said Shanks. "In addition to offering convenient, healthy meals and snacks for dogs, our Performatrin Culinary offering provides customized solutions, such as our Gently Cooked Tummy Calmer recipe, a complete and balanced meal for pet parents who have dogs with sensitive stomachs."

Pet Valu has 794 corporate-owned or franchised locations across Canada. In May, the company reported solid financial results for the first quarter of 2024, demonstrating growth in revenue and adjusted EBITDA. System-wide sales increased by 3.9% to $352.9 million compared to the prior year, driven by same-store sales growth of 0.8%; revenue grew by 4.2% to $260.8 million, reflecting the growth in system-wide sales. Adjusted EBITDA increased by 15.9% to $56.6 million, representing 21.7% of revenue.

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