General Mills is expanding its presence in the pet food industry by introducing a fresh version of its Blue Buffalo brand, aiming to compete with established fresh pet food companies like Freshpet and The Farmer’s Dog. This strategic move comes as the company anticipates significant growth in the U.S. fresh pet food market, projecting an increase from approximately $3 billion to $10 billion in retail sales over the next decade.
Fresh pet food is characterized by minimal processing and the absence of preservatives, often being suitable for human consumption. Liz Mascolo, President of General Mills' North America pet division, attributes the growth in this category to the increasing humanization of pets. Pet owners are increasingly seeking high-quality, human-like food options for their animals, treating them as family members.
The new Blue Buffalo fresh products are expected to hit retail shelves later in 2025. In addition to this, General Mills plans to introduce the European premium pet food brand Edgard & Cooper to U.S. PetSmart stores in July. The company acquired Edgard & Cooper last year, and the brand had reported 100 million euros in sales at that time.
Since entering the pet food market in 2018 with its $8 billion acquisition of Blue Buffalo, General Mills' pet division has reported a 1% rise in net sales over the nine months ending February 23. This growth reflects the company's successful integration of Blue Buffalo and its ability to adapt to evolving consumer preferences in the pet food sector.
The introduction of fresh pet food options by major companies like General Mills signifies a broader trend in the pet food industry towards products that emphasize quality, sustainability, and the humanization of pets. As consumer demand for premium pet food continues to rise, established brands are increasingly focusing on innovation and quality to meet the evolving needs of pet owners.
