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Pet food and care brands are refreshing identities and, in some cases, product formulas as they compete for owners focused on ingredients, nutrition and transparency. The changes include clearer packaging, portfolio updates and recipes that brands say avoid selected ingredients; independent evidence of their effect on sales or pet health is not provided.
Pet brands are refreshing packaging, identities and product formulas to appeal to owners who pay closer attention to ingredients and nutrition, according to a GlobalPETS report. The changes span pet food and care products, with brands emphasizing clearer labels, specific ingredients and nutritional claims as they compete for attention in crowded retail stores and online listings.
Among the changes, Belgian manufacturer Versele-Laga shortened its name to Versele, while Australian brand PetLab became PawLab. Other brands reported to have made visual or packaging updates include Carnilove, My Perfect Pet, Ark Naturals and Brazilian brand Natoo. The report also cites Pooch & Mutt’s sister brand, Purr & Meow, which rebranded and reformulated products in July.
Carnilove announced a new identity and a restructured portfolio in April. Its redesign covers more than 100 products across snacks, dry food and wet food, and gives greater prominence to ingredients, protein sources and percentages, and nutritional claims. The brand also expanded its cat food options. It says its revised recipes contain no chicken meat or chicken fat, and that some recipes are made without grains or potatoes.
My Perfect Pet, a gently cooked dog and cat food producer owned by Antelope Pets, redesigned packaging to identify recipe ingredients, including proteins, vegetables, vitamins and minerals. It has also introduced eight-ounce bars intended to support measured portions. The company says its formulas exclude dried legumes, beans and chickpeas. Ark Naturals, another Antelope Pets brand focused on oral health products, updated packaging across its line in May, with messaging centered on ingredient claims and cited research.
Clearer Labels Compete for Trust
For shoppers, the changes may make it easier to compare products at a glance: brands are moving key ingredient and nutrition information toward the front of packs and simplifying how ranges are presented. That can matter in a category where owners must choose among many similar products online and in stores. Packaging is a marketing tool, however, and a more prominent claim is not by itself proof that a product is more nutritious or better suited to a particular animal.
Consultant Gert Cooreman told GlobalPETS that identity and packaging updates are a way for companies to stay relevant amid stronger competition. Yuichi Ota of YCP Group said some brands are trying to connect with owners who see themselves as caregivers rather than simply buyers. He also described regional differences: food safety is a key credibility factor in parts of Asia, while environmental credentials and clean-ingredient messaging are increasingly expected in developed markets.
The formula changes could also affect owners whose pets have dietary sensitivities, but the reported ingredient exclusions should not be treated as a health recommendation. Needs vary by animal, and a label claim alone does not establish suitability for an individual pet.
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A Wave of Brand Changes
The reported updates combine several different strategies rather than one coordinated industry initiative. Some companies have changed names or visual identities; others have redesigned labels, reorganized product lines or adjusted recipes. GlobalPETS links the activity to competition across physical shelves and digital product listings, where companies seek to make their offerings stand out.
Carnilove’s brand manager, Karolína Šifaldová, said the company wanted a more consistent presentation across markets and packaging that reflects its stated focus on pets’ natural needs. Natoo, meanwhile, launched new packaging in June to feature its certified sustainability record and Brazilian heritage to customers in the United States. My Perfect Pet said its updated packaging uses claims aligned with the Association of American Feed Control Officials’ updated Pet Nutrition Facts format and label language.
“Many brands are focusing more on refreshing their identity, packaging and communication to remain modern and relevant in an increasingly competitive market.”
— Gert Cooreman, founder of GC Consulting, speaking to GlobalPETS
Sales and Health Effects Unreported
The report does not provide sales data, consumer research or independent testing showing whether the new identities or packaging increase purchases, improve understanding or change owner perceptions. It also does not establish that the formula changes improve health outcomes. The statements about ingredient exclusions, nutritional positioning and sustainability are attributed to the brands; the available material does not independently verify each claim or provide full recipe and nutrient details.
The report’s source material ends during its description of Purr & Meow’s highlighted functional ingredients, so it does not give a complete account of the ingredients or the reformulated products. It is also unclear whether the reported changes will be adopted in every market or how quickly older packaging and formulations will be replaced.
More Product Details to Follow
For shoppers, the next practical step is to check the packaging and product information available in their market, since rollouts may differ by retailer and location. Brands may provide further details about recipes, nutritional analysis and availability as their refreshed lines reach stores. No additional launch dates or independent evaluations are included in the report.
Owners considering a diet change for a pet with allergies, a medical condition or other dietary needs should consult a veterinarian rather than rely on branding or an ingredient claim alone. Further reporting would be needed to establish how widely the updated products have reached consumers and whether the changes have measurable market or health effects.
Key Questions
Which pet brands changed their identities or packaging?
GlobalPETS reported changes involving Versele, PawLab, Carnilove, My Perfect Pet, Ark Naturals, Natoo and Purr & Meow. The changes range from name and visual updates to packaging redesigns and portfolio revisions.
What kinds of formula changes were reported?
Carnilove said it removed chicken meat and chicken fat from its formulas and introduced some recipes without grains or potatoes. My Perfect Pet said its recipes exclude dried legumes, beans and chickpeas. These are brand-reported product details, not independent health assessments.
Do the new labels prove a product is healthier?
No. Clearer ingredient information can help shoppers understand a product’s stated contents, but the report offers no independent evidence that the redesigns or formula changes improve pet health. A veterinarian can advise on an individual animal’s dietary needs.
Why are companies refreshing pet food packaging?
Industry consultant Gert Cooreman told GlobalPETS that brands are updating identity and communication to stay relevant in a competitive market. Companies also say clearer packaging helps show ingredients, product benefits and brand positioning.
Source: rss
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