Petfood Industry - January 2018 - 20

20 | www.PetfoodIndustry.com

➥WELLPET: FOCUS ON FREEZE-DRIED, RAW MEAT PREMIUM PET FOOD
compete on what it competes on, which is convenience and
having products shipped to homes," she says.

The future of WellPet in the specialty
space
According to Kent, WellPet will continue to focus on pet
specialty.
"From a product innovation standpoint, a lot of people are competing
in the dog space, but we have a lot of
really exciting innovations coming
under cat," she says. "We believe that
WellPet sees a lot
if we can get natural cat to be a similar
of footholds in the
percentage as natural dog of total food,
specialty cat food
it will be about a 1.6-billion-dollar
space, which Kent
opportunity. At the moment, we're
says is a 1.6-billionthe No. 1 natural wet cat brand in the
dollar opportunity the
marketplace, so you'll see us continue
company won't pass
to expand there."
up. Photo courtesy WellPet
Of course, there's the fourth

WellPet is focused on the "fourth
category" - the company's name for
the fresh/frozen/freeze-dried and raw
segments - with its Wellness CORE
RawRev kibble-plus diets.
Photo courtesy WellPet

category, which WellPet intends to continue innovating in.
"We don't think anybody's cracked the code on the fourth
category for cat, so you'll see us really accelerating how we
think in that space," says Kent. "Again, under dog, I think
a lot of that activity is going to come in the fresh/raw/frozen
space, so you'll see us continuing to evolve what we offer in
the fourth category for dog. Particularly it's very hard to get
people to change their habits, so if we're able to develop products that don't necessarily require a change in the pet parent's
behavior, that keeps it simple, keeps it clean, I think that's
how we can really drive the fourth category even faster than
it's growing at the moment." ■

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January 2018

Industry


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Table of Contents for the Digital Edition of Petfood Industry - January 2018

Petfood Industry - January 2018
Contents
Top 2018 pet food trends: clean label, full transparency
Industry News
New Products
WellPet: focus on freeze-dried, raw meat premium pet food
3 pet food trends that continue to redefine the industry
Top pet health trends impacting pet nutrition research
Addressing health issues in older dogs with pet food
What to expect from FSMA pet food safety inspections
Petfood Forum Asia: innovation for rising pet food markets
How to convene a GRAS panel for novel pet food ingredients
Agar-agar: Gelling agent option for canned dog and cat foods
US pet food market to reach US$27 billion in 2018
Marketplace
Advertiser’s Index
Petfood Industry - January 2018 - CT1
Petfood Industry - January 2018 - CT2
Petfood Industry - January 2018 - Petfood Industry - January 2018
Petfood Industry - January 2018 - Cover2
Petfood Industry - January 2018 - 1
Petfood Industry - January 2018 - Contents
Petfood Industry - January 2018 - 3
Petfood Industry - January 2018 - Top 2018 pet food trends: clean label, full transparency
Petfood Industry - January 2018 - 5
Petfood Industry - January 2018 - Industry News
Petfood Industry - January 2018 - 7
Petfood Industry - January 2018 - 8
Petfood Industry - January 2018 - 9
Petfood Industry - January 2018 - New Products
Petfood Industry - January 2018 - 11
Petfood Industry - January 2018 - 12
Petfood Industry - January 2018 - 13
Petfood Industry - January 2018 - 14
Petfood Industry - January 2018 - 15
Petfood Industry - January 2018 - 16
Petfood Industry - January 2018 - 17
Petfood Industry - January 2018 - WellPet: focus on freeze-dried, raw meat premium pet food
Petfood Industry - January 2018 - BB1
Petfood Industry - January 2018 - BB2
Petfood Industry - January 2018 - 19
Petfood Industry - January 2018 - 20
Petfood Industry - January 2018 - 21
Petfood Industry - January 2018 - 3 pet food trends that continue to redefine the industry
Petfood Industry - January 2018 - 23
Petfood Industry - January 2018 - 24
Petfood Industry - January 2018 - 25
Petfood Industry - January 2018 - 26
Petfood Industry - January 2018 - 27
Petfood Industry - January 2018 - 28
Petfood Industry - January 2018 - 29
Petfood Industry - January 2018 - Top pet health trends impacting pet nutrition research
Petfood Industry - January 2018 - 31
Petfood Industry - January 2018 - Addressing health issues in older dogs with pet food
Petfood Industry - January 2018 - 33
Petfood Industry - January 2018 - 34
Petfood Industry - January 2018 - 35
Petfood Industry - January 2018 - What to expect from FSMA pet food safety inspections
Petfood Industry - January 2018 - 37
Petfood Industry - January 2018 - 38
Petfood Industry - January 2018 - 39
Petfood Industry - January 2018 - 40
Petfood Industry - January 2018 - 41
Petfood Industry - January 2018 - Petfood Forum Asia: innovation for rising pet food markets
Petfood Industry - January 2018 - 43
Petfood Industry - January 2018 - How to convene a GRAS panel for novel pet food ingredients
Petfood Industry - January 2018 - 45
Petfood Industry - January 2018 - 46
Petfood Industry - January 2018 - 47
Petfood Industry - January 2018 - Agar-agar: Gelling agent option for canned dog and cat foods
Petfood Industry - January 2018 - 49
Petfood Industry - January 2018 - US pet food market to reach US$27 billion in 2018
Petfood Industry - January 2018 - 51
Petfood Industry - January 2018 - 52
Petfood Industry - January 2018 - 53
Petfood Industry - January 2018 - Marketplace
Petfood Industry - January 2018 - 55
Petfood Industry - January 2018 - Advertiser’s Index
Petfood Industry - January 2018 - Cover3
Petfood Industry - January 2018 - Cover4
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