Blue Buffalo launches fresh pet food category in US

Blue Buffalo announced the national launch of its Love Made Fresh line, marking the brand's entry into the fresh pet food category. The products are available in retail stores including Walmart, Target, Kroger and Meijer.

The launch positions Blue Buffalo as the largest U.S. pet food brand offering dry, wet and fresh feeding options, according to the company. The fresh pet food category is valued at $3 billion.

Love Made Fresh is available in two formats: scoop-and-serve resealable tubs in Chunky Chicken Stew and Chunky Beef Stew varieties, and slice-and-serve rolls in Chicken and Beef recipes with carrots and peas. The products contain vitamins, minerals and nutrients.

Love Made Fresh will be available in a Scoop & Serve Tub or Slice & Serve RollsBlue Buffalo"At the heart of Love Made Fresh is a simple truth: There are countless ways pet parents show love for their dogs, and we believe mealtime should live up to that same level of care," said Nicole Ayers, business unit director for Growth Accelerators, North America Pet, General Mills. "Love Made Fresh helps pet parents turn everyday feeding moments into fresh acts of love. We're excited to extend our legacy of loving pets like family and feeding pets like family with our entry to the fresh pet food category."

According to Blue Buffalo survey research from April 2025, 80% of pet parents combine fresh food with other types of dog food, primarily kibble.

According to Petfood Industry's Top Pet Food Companies, Blue Buffalo, the maker of Blue Natural Veterinary Diet, is dedicated to partnering with the veterinary profession and providing the best science-backed care for pets. Founded in 2003, Blue was created with a focus on high-quality, science-led nutrition that veterinarians expect and the natural nutrition that pet owners seek. Since 2018, Blue Buffalo has been a part of the General Mills family. Blue Buffalo is manufactured in the U.S. through a hybrid network of owned and contracted facilities.