In a strategic move to capture a growing segment of the pet food industry, General Mills has announced the launch of a fresh version of its Blue Buffalo dog food line. The company anticipates rising consumer demand for natural, human-grade pet meals and projects the fresh pet food market will grow to $10 billion in retail sales over the next decade. With pets increasingly viewed as family members, owners are seeking higher quality, more natural options that mirror their own dietary choices. This new product aligns with that trend, offering minimally processed meals without preservatives. General Mills plans to roll out the fresh Blue Buffalo line in stores later this year, while also introducing European brand Edgard & Cooper to U.S. PetSmart locations.
New Chapter in Pet Nutrition: General Mills Steps Into Fresh Food Arena
Earlier this year, General Mills revealed its plan to expand its North American pet food offerings by launching a fresh variant of the well-known Blue Buffalo brand. The Minnesota-based food giant, which acquired Blue Buffalo in 2018, is now targeting the fast-growing fresh pet food sector, a category expected to surge from $3 billion to $10 billion in retail sales over the next ten years. According to Liz Mascolo, President of General Mills’ North America pet business, the decision stems from a shift in how people view their pets—more like family than ever before. Consumers are now looking for pet meals that resemble real, human-grade food in texture, aroma, and appearance. The fresh dog food will be available in refrigerated or frozen formats and designed to complement traditional dry kibble. In addition to the Blue Buffalo rollout, General Mills is set to bring premium European pet brand Edgard & Cooper to U.S. shelves via PetSmart stores this July.
The expansion into fresh pet food underscores a broader cultural transformation—one where pets are no longer seen as just animals but as cherished companions deserving of high-quality care and nutrition. General Mills' decision to enter this space isn't just about profit; it's a reflection of shifting consumer values and expectations. As more households celebrate their pets with rituals once reserved for humans, such as birthday parties, the demand for premium pet products will continue to rise. This move by General Mills signals not only a savvy business strategy but also an acknowledgment of evolving relationships between humans and their four-legged friends. For consumers, it means greater access to fresh, wholesome pet food options that align with their own health-conscious lifestyles. And for the pet industry, it marks another milestone in the ongoing journey toward treating pets not as possessions, but as part of the family.