Supervalu launches new pet line

MINNEAPOLIS Supervalu announced that it has launched a new line of food products for dogs and cats, along with a variety of treats and supplies.

The WholeCare Pet line, which will replace Supervalu’s two former private-label pet product brands, Happy Tails and NutriPlan, will be available nationwide at the company’s family of grocery stores.

“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,” said Stacy Bergmann, brand manager for Supervalu. “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 new WholeCare Pet line will feature 19 varieties of wet dog and puppy food, 11 types and sizes of dry dog and puppy food, 13 varieties of dog biscuits and treats, 20 varieties of wet cat food, nine types and sizes of dry cat and kitten food and 10 cat litter offerings.

Supervalu said it is supporting the launch of the WholeCare Pet brand with an integrated marketing communications campaign that features banner and circular ads, direct mail, in-store displays and promotions.