Supervalu Inc., a supermarket operator based in Minneapolis, Minn., has launched a new pet food and supply line called WholeCare Pet. The company is marketing the new brand as an affordable alternative to leading national brands.

“Pets will love our new WholeCare Pet line, which offers high-quality, nutritional products in a variety of fun new flavors—all at better prices than the national brands,” Supervalu’s brand manager Stacy Bergmann said in a statement. “In addition to the value, we believe that pet parents will appreciate the convenience of shopping for their entire family’s nutritional needs at their neighborhood grocery store.”

The WholeCare Pet line replaces Supervalu’s private-label pet product brands, Happy Tails and NutriPlan, which were discontinued simultaneously with the WholeCare Pet launch. The new line features nearly 100 dog and cat products, including:

• 19 varieties of wet food for dogs and puppies, ranging from Rotisserie Chicken and Beef Filets Porterhouse Steak to Healthy Immunity and Healthy Joint formulas;
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• 11 varieties of dry food for dogs and puppies, such as Complete Nutrition and Weight Management formulas;
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• 13 varieties of dog biscuits and treats, including a dozen rawhide offerings;
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• 20 varieties of wet cat food, such as Chicken and Cheese Soufflé and Grilled Tuna.
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• Nine varieties of dry food for cats and kittens;
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• 10 cat litter offerings.

According to the company, WholeCare Pet products are formulated to match or exceed the quality of leading national brands and cost at least 15 to 30 percent less.

The WholeCare Pet line is currently being rolled out at the company’s family of grocery stores, including Acme, Albertsons, Bigg’s, Cub Foods, Farm Fresh and Shaw’s/Star Market. WholeCare Pet will also be available at select independent grocery retailers served by Supervalu’s supply-chain operation.

Supervalu is supporting the launch with an integrated marketing campaign that features banner and circular ads, direct mail, in-store displays and promotions. <HOME>