Chewy has launched Chewy Made, a consolidated brand bringing together the company's previously separate private label lines under one name with refreshed packaging.
The new brand encompasses food, treats, litter, waste management products and everyday pet essentials formerly sold under American Journey, Tiny Tiger, True Acre Foods, and Bones & Chews. Chewy says upcoming additions will include natural and premium food offerings and a wider range of daily pet essentials.
"Pet parents come to Chewy because they trust us to deliver on what pets need," said Allen Hughes, president of retail at Chewy. "We've built brands our customers rely on, and Chewy Made makes it even easier to recognize the products created by Chewy, backed by the care, expertise, and standards we bring to everything we do."
The consolidation is intended to expand Chewy's private brands portfolio and increase its participation in consumables. The full Chewy Made collection is available at chewy.com/chewy-made.
