Martha Stewart ventures into pet nutrition with Chewy
USA- American celebrity entrepreneur Martha Stewart and media company Marquee Brands recently announced the launch of Martha Stewart Pet Food, exclusively available through e-commerce retail giant Chewy.
Stewart is leveraging her passion for home cooking and healthy nutrition, as well as her love for pets, to create Martha Stewart Pet Food.
The brand specializes in wholesome formulas prepared in the United States and made with premium, air-dried animal proteins, prebiotic fiber, and essential vitamins and minerals, offering complete and balanced meals to cats and dogs.
“My pets mean the world to me, which is why I insist on feeding them delicious whole ingredients like real chicken, fish, cage-free eggs, and nutrient-dense grains and vegetables,” Stewart said.
“Proper nourishment should always be a priority, and with my new line of pet food available at Chewy, you can ensure your beloved pets’ dietary needs are met.”
Developed exclusively for Chewy, Martha Stewart Pet Food offers premium dry kibble formulas and each recipe was reviewed by veterinarians and is inspired by Stewart’s culinary expertise.
The formulas include air-dried inclusions, which are soft textured pieces that provide a boost of protein; premium proteins, including chicken, beef, or fish as the first ingredient; and whole ingredients, including fruits, vegetables, and grains that offer functional benefits to support brain, eye, skin, digestive, and skin and coat health.
According to Marquee Brands, each formula is free from corn, wheat, soy, artificial preservatives, or colors, making them ideal for pets with food sensitivities.
The launch of Martha Stewart Pet Food includes six products, two for cats and four for dogs. Formulas include Chicken & Brown Rice, and Salmon & Oatmeal Recipe Cat Food. They also include Chicken & Brown Rice, Salmon & Quinoa, Beef & Chickpea, and Chicken & Whitefish Puppy and Dog Food, all with vegetables.
Martha Stewart’s pet food line is banking on the rise in the premiumization trend in pet food that has been informing growth in this industry.
According to Euromonitor International in 2017, premium pet food sales stood at US$34.9 billion worldwide and by 2027, that number could climb to US$59.2 billion.
Moreover, in the Americas, almost 80% of pet owners perceive pets as beloved family members, in line with a trend towards the humanization of pets, which informs the kind of food these pets eat.
Therefore, having your pets’ food made a celebrity chef is a great selling point for Martha Stewart’s brand.
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