Freshpet, Petco Health Launch Customized Fresh Pet Food Subscription Delivered To Pet Parents' Doors

Freshpet Inc FRPT and Petco Health and Wellness Company Inc WOOF have partnered to produce and deliver fresh, customized subscription meal plans directly to pet parents’ doors.
Called Freshpet Custom Meals, the plans which veterinary nutritionists craft for dogs will be available to order exclusively on Petco.com.
The initiative results from increasing consumer interest in direct-to-doorstep fresh, personalized pet meal plans, said both companies.
According to Nielsen IQ, Packaged Facts and Earnest credit card data, the fresh/frozen pet food category is expected to grow three to four times its current value, reaching up to $6 billion in the next four years.
“As shoppers seek healthier, real food for their pets, they’re also looking for solutions that provide added convenience,” said Freshpet Cofounder and President Scott Morris.
Pet parents will receive a personalized meal plan with specific feeding guidelines based on the pet’s breed, age, body type, activity level, and more after a questionnaire on their dog’s attributes.
Freshpet Custom Meals recipes are made with natural chicken, beef, salmon, or eggs, real fruits, and vegetables and do not have any powdered meat meals or preservatives.
The subscription meal plan starts at $3 per day.
The offering has launched regionally across 15 states, including California, Texas, Florida and New York, and will be available nationally through Petco.com later in 2023.
Price Action: FRPT shares closed higher by 3.95% at $61.38 on Tuesday. WOOF shares closed higher by 3.56% at $10.17 on Tuesday.