Tractor Supply Company, a farm and ranch store chain based in Brentwood, Tenn., has launched a premium private label dog food, 4health. The company is marketing 4health as an affordable pet food that provides dogs of all ages and sizes with nutritional ingredients for optimal health.

“At Tractor Supply, we understand how our customers feel about their dogs as a member of their families,” said Ken Wilmes, vice president, divisional merchandise manager at Tractor Supply. “We’re excited that, in many cases, we will save our customers money and also improve the quality of nutrition for their pets.”

The 4health brand is offered in all of Tractor Supply’s more than 900 locations nationwide. Formulas include Puppy Formula, Small Bites Formula for small breeds, Performance Formula for adult dogs with active lifestyles, Large Breed Formula for large breeds, Chicken & Rice Formula and Lamb & Rice Formula. Each formula has meat listed as its first ingredient, and none of the formulas use poultry by-product meal or artificial colors or flavors, according to the company.

Tractor Supply is targeting budget-conscious consumers with the launch of 4health. The 4health brand costs up to 20 percent less than national brands, according to the company.

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