Blue Buffalo is launching "Love Made Fresh, which will feature multiple formats and a variety of recipes.General Mills
Blue Buffalo will enter the fresh pet food category with its "Love Made Fresh" product line. The new offering will include multiple formats and recipes designed to serve as either standalone fresh food or as a complement to dry kibble products. The fresh food line will arrive in stores nationwide later this year, positioning Blue Buffalo to compete in what General Mills describes as a $3 billion fresh pet food subcategory. With this launch, Blue Buffalo will offer products across dry, wet and fresh feeding formats.
Edgard & Cooper comes to the U.S.
General Mills also announced the U.S. launch of Edgard & Cooper, a European premium pet food brand it acquired in April 2024. The brand will debut in the U.S. market in July through an exclusive retail partnership with PetSmart.
Edgard & Cooper's U.S. product range will include dry food, wet food and treats made with ingredients including fresh chicken, venison and duck combined with fruits and vegetables. The products are formulated for dogs of all breeds and life stages.
"Pet parents are redefining how they feed and treat their pets, and at General Mills, we're listening and continuing to bring trusted, high-quality natural solutions to a rapidly evolving marketplace," said Liz Mascolo, segment president, North America Pet, General Mills. "These moves position us to lead in both scale and innovation across the pet food aisle, with offerings that appeal to the fastest growing demographic in the category — young pet parents."
The launches align with General Mills' broader growth strategy as the company seeks to expand its presence in premium pet food segments. The moves also come as pet food manufacturers increasingly target younger consumers who are willing to spend more on premium and fresh pet food options.
Blue Buffalo's "Love Made Fresh" portfolio will be available in stores nationwide later this year. Edgard & Cooper's U.S. product information is available at us.edgardcooper.com.
According to Petfood Industry's Top Pet Food Companies, General Mills is a North American manufacturer and marketer of consumer foods and pet food; entering the pet food market in 2018 with the acquisition of Blue Buffalo. Blue Buffalo is manufactured in the U.S. through a hybrid network of owned and contracted facilities. In April 2024, the company acquired Edgard & Cooper, one of Europe's leading independent premium pet food brands.
