New PetSmart brand unites health and philanthropy

Pet lovers can now feed their own pets a wholesome meal and serve one up to a pet in need at PetSmart.

The retailer has launched a new natural pet food line called Good Natured. But the natural formulation of the food is not the only special feature of this new brand: It also has a charity component. For every bag of food purchased, PetSmart will donate a meal to a pet in need through PetSmart Charities or PetSmart Charities Canada.

“At PetSmart, we know pet parents want the best for their pets. That’s why we are thrilled to launch this wholesome, quality food that is also affordable,” said Eran Cohen, chief customer experience officer, PetSmart. “Good Natured’s natural formulation is a great match for pet parents who want to serve up a healthy option to their own pet, while also providing a wholesome, nutritious meal to pets in need.”

PetSmart says the Good Natured line is a value-priced, natural, wholesome pet food. It features quality, real ingredients, with meat as the first ingredient, and is free from corn, wheat, soy, artificial preservatives, colors or flavorings to keep pets healthy and strong. Dry and wet food options are available for cats and dogs, and the largest package size is available for under $30.

Donations from every purchase of Good Natured food will benefit thousands of PetSmart’s shelter partners, freeing up the shelters' funds for adoption and other programs. PetSmart expects donations from customer purchases of Good Natured products to reach 250,000 pounds of food – equivalent to 500,000 meals – in the first year of sales.