PetSmart has entered an exclusive partnership with General Mills to introduce Edgard & Cooper to the U.S. market, making the European pet food brand available in stores nationwide and online.
The brand, which serves over one million pets across Europe, said it offers a complete dog food portfolio manufactured with fresh meat recipes, whole fruits and vegetables, and no meat meal ingredients. The product line includes dry and wet food options along with treats featuring proteins such as chicken, venison, and duck.
General Mills said the launch addresses growing consumer demand for premium pet nutrition products. According to American Pet Products Association data, 54% of dog owners and 47% of cat owners express interest in premium pet food options that extend beyond basic nutritional requirements.
"People have become more mindful about what they eat, and as a result, we are seeing pet parents become more conscious of what goes into their pets' bowls too," said Erika Tervelt, vice president of consumables merchandising at PetSmart. "We are committed to meeting these needs with more innovative and quality pet food options. Partnering with General Mills to bring Edgard & Cooper into PetSmart stores expands our selection of premium natural food and makes it easier for pet parents to find pet nutritious options that meet the highest standards."
The partnership represents General Mills' strategy to expand its pet food portfolio through acquired European brands. Edgard & Cooper products are formulated to support digestive health and coat condition across different dog breeds and life stages.
"Launching Edgard & Cooper in the U.S. through our exclusive PetSmart retail partnership is a pivotal moment for the brand," said Nicole Ayers, business unit director for growth accelerators, North America Pet, General Mills. "We're excited to introduce American pet parents to Edgard & Cooper's nutritious recipes made with real, recognizable ingredients — the same approach that has resonated so strongly across Europe. Together with General Mills' scale and PetSmart's reach — plus our digital-first, social-led marketing approach — we're excited to bring a new standard of premium pet nutrition to households nationwide."
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.
