General Mills doubles down on pet nutrition with Edgard & Cooper, fresh Blue Buffalo launches

USA – General Mills is ramping up its pet food presence in the United States with the highly anticipated partnership to launch Edgard & Cooper, a European premium pet food brand in the US, now available exclusively through PetSmart stores and its website. 

The move marks Edgard & Cooper’s official debut in the U.S. market and is part of the Minnesota-based food giant’s wider strategy to lead in the fast-growing premium pet nutrition space.

The exclusive partnership between General Mills and PetSmart was announced this month and is set to strengthen the retailer’s premium pet food portfolio while helping General Mills tap into rising consumer demand for natural, high-quality pet food.

“Launching Edgard & Cooper in the United States through our exclusive PetSmart retail partnership is a pivotal moment for the brand,” said Nicole Ayers, business unit director for growth accelerators for General Mills’ North America Pet sector. 

“We’re excited to introduce American pet parents to Edgard & Cooper’s nutritious recipes made with real, recognisable ingredients, the same approach that has resonated so strongly across Europe.”

Bringing fresh innovation to U.S. shelves

Founded in Europe, Edgard & Cooper is known for its fresh meat recipes crafted without meat meal, as well as its use of whole fruits and vegetables. 

The brand’s offerings include dry and wet food and treats formulated with proteins like fresh chicken, duck and venison, and feature ingredients that support digestion and promote healthy coats.

Loved by more than 1 million pets across Europe, Edgard & Cooper now aims to win over American pet parents, a demographic that is becoming increasingly conscious about pet nutrition.

“People have become more mindful about what they eat, and as a result, we are seeing pet parents become more conscious of what goes into their pets’ bowls too,” said Erika Tervelt, vice president of consumables merchandising at PetSmart. 

“Partnering with General Mills to bring Edgard & Cooper into PetSmart stores expands our selection of premium natural food and makes it easier for pet parents to find pet-nutritious options that meet the highest standards.”

Fresh Blue Buffalo offering joins the lineup

In a parallel move, General Mills is also entering the refrigerated pet food segment with the upcoming launch of “Love Made Fresh,” a fresh version of its trusted Blue Buffalo dog food brand. 

The fresh range will include multiple recipes and formats designed for standalone use or to complement traditional kibble.

“The reason why it’s growing and the reason we’re interested in it … is the humanisation of the pet food category,” explained Liz Mascolo, segment president of General Mills’ North America Pet business. “We talk with pet parents, and they’re looking for food that looks, smells and feels like real human food.”

Mascolo noted that U.S. pet owners are increasingly mixing pricier fresh food with more affordable dry options, creating an opportunity for Blue Buffalo to offer flexible, natural feeding solutions.

General Mills expects its “Love Made Fresh” products to hit store shelves nationwide later this year.

Aggressive Growth Strategy in Pet Nutrition

General Mills, which entered the pet food business in 2018 with its US$8 billion acquisition of Blue Buffalo, is leveraging consumer-centric insights and innovation to drive expansion in a U.S. market currently valued at US$53 billion, including a US$3 billion (and growing) fresh pet food segment.

The company believes that the segment alone could reach US$10 billion over the next decade.

“Pet parents are redefining how they feed and treat their pets, and at General Mills, we’re listening,” Mascolo said.

“These moves position us to lead in both scale and innovation across the pet food aisle, with offerings that appeal to the fastest growing demographic in the category; young pet parents.”

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