Innovafeed launches “Powered by Hilucia” co-branding initiative 

USA – Innovafeed, a leader in sustainable insect-based ingredients, has announced strategic partnerships with U.S. pet food companies Jiminy’s and Arch, marking the launch of its new “Powered by Hilucia” cobranding initiative. 

This initiative is set to revolutionise the pet food industry by introducing Jiminy’s Good Grub Dog Food and Arch’s Insect and Plant Recipe Dog Food, featuring Innovafeed’s innovative insect-based protein and oil. 

These products aim to educate consumers about the environmental and nutritional benefits of incorporating insect-based ingredients into pet diets.

The “Powered by Hilucia” label, derived from the scientific name of the Black Soldier fly, Hermetia illucens, represents Innovafeed’s commitment to sustainability and high-quality nutrition. 

The Hilucia brand, soft-launched earlier this year, combines Innovafeed’s advanced industrial technology with the natural benefits of insect protein. 

According to Innovafeed, Hilucia Protein and Oil for Pets boast a superior nutritional profile with 60% protein content and essential fatty acids, offering a healthier alternative to traditional pet food ingredients.

The products bearing the “Powered by Hilucia” label will be available on Jiminy’s and Arch’s websites, Amazon, and through major pet food retailers across the U.S. Specific retail partners are expected to be announced in the coming weeks. 

Innovafeed’s partnership with Jiminy’s and Arch is just the beginning, with plans to expand the “Powered by Hilucia” initiative to more brands soon.

Sean Madison, Director of Global Pet Food & North American Growth at Innovafeed, emphasised the importance of consumer education in adopting insect-based pet food. 

He noted that the Hilucia brand serves as both an educational tool and a symbol of Innovafeed’s pioneering approach to sustainable pet nutrition. 

“Our consumer research shows that simple education is crucial for adopting insect-based pet food, and once pet parents overcome that initial hurdle, they keep coming back,” Madison explained.

The educational aspect of this initiative extends beyond the on-pack label. Innovafeed, Jiminy’s, and Arch plan to offer consumers detailed explanations of the ingredients and their benefits on the back of the pack and through various marketing channels. 

These efforts are supported by research conducted by Innovafeed, which found that a brief educational prompt increased the percentage of U.S.-based dog and cat owners likely to feed their pets insect-based food from 23% to 32%.

Anne Carlson, CEO of Jiminy’s, expressed excitement about the partnership, highlighting the plan to engage consumers through innovative content on social media platforms like TikTok. 

“We’re thrilled to announce our partnership with Innovafeed and are committed to going beyond traditional on-pack cobranding,” Carlson said. “This will elevate our consumer conversation, fostering meaningful, informative engagement with our audience.”

The collaboration offers significant benefits for Innovafeed and its partners as well as the broader insect pet food industry. 

Jiminy’s and Arch will leverage Innovafeed’s expertise in insect-based ingredients, research, and strategic initiatives, like the Hilucia Pet Council, which brings together brands, academics, and experts to share best practices and drive the industry forward.

Gabriel Huertas del Pino, cofounder and CEO of Arch Pet Food, echoed this sentiment, stating, “We’re beyond excited to partner with Innovafeed and to benefit from their expertise, high-quality products, and positive impact to create an insect-based pet food that redefines pet nutrition for the betterment of both the pet and planet.”

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