In this article:
- PetSmart is making an exclusive deal with fresh and frozen dog food brand Nom Nom.
- The pet food retailer is banking on increasing fresh and frozen pet food sales.
PetSmart is taking a fresh turn with its new partnership.
The pet supply retailer is joining forces with Nom Nom, a fresh and frozen dog food brand. The partnership could indicate PetSmart’s prediction that fresh and frozen pet food will become the next big trend for pet owners. Shoppers can find Nom Nom products at select PetSmart locations and on the store’s website.
Nom Nom bills itself as “real good food for dogs” that is reportedly made by board certified veterinary nutritionists. Options for furry friends include beef mash, chicken cuisine, pork potluck, and turkey fare. The foods include fresh meat, rice, and vegetables. Pet parents can purchase the food at a $9.99 to $23.99 price range, according to size.
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PetSmart offers other fresh and frozen pet food brands, such as Freshpet and Instinct. But the deal with Nom Nom marks PetSmart’s first exclusive partnership with a direct-to-consumer fresh and frozen brand. In a press release, the CEO of Nom Nom Nate Philips said: “Our partnership with PetSmart lets even more people access the pet health benefits that Nom Nom’s fresh food can provide.”
Nom Nom was founded in 2014. In January 2022, it was announced that food manufacturer Mars would acquire the company for $1 billion.
PetSmart’s agreement with Nom Nom comes as spending on fresh and frozen pet food increases. Amazon searches for fresh and frozen pet food grew 111% from April 2020 to March 2021. In discussing the deal, Executive Vice President and chief customer officer Stacia Andersen said “there is a great opportunity in the fresh pet food market which accounted for nearly $1.5 billion in sales last year alone and is projected to grow 25-30% annually over the next few years.”
Dry kibble is still the top dog. Ninety-four percent of U.S. dog owners have been feeding their dogs dry dog food for the past decade. Still, more and more fresh and frozen dog food brands, such as Nom Nom, are becoming available. This is the first time that Nom Nom’s food will be on actual shelves.