Natural petfood challenger Edgard & Cooper is poised to make its US debut, rolling into superstore chain PetSmart.
The brand will officially launch in the States in early July, offering three ranges for dogs – dry meals, wet meals and treats – through its exclusive partnership with PetSmart, North America’s leading petcare retailer.
The move follows Edgard & Cooper’s acquisition by General Mills in April 2024 and would give the brand access “to a petfood market worth over $50bn”, it said.
“American dog owners will soon discover what pet parents across Europe already love: a vibrant range of natural dry food, wet food, and treats made with fresh meat, nourishing fruits and vegetables, and recipes pets genuinely enjoy.”
One per cent of US sales will be donated to the Edgard & Cooper Foundation, which supports global initiatives aimed at improving the wellbeing of dogs and cats – with a focus on stray and street animals in vulnerable regions.
“We’ve always dreamed of bringing Edgard & Cooper to the US,” said co-founder Louis Chalabi. “What began back in 2014 as a mission to create natural, nutritious food for pets is now reaching even more pet parents around the world.”
Pet owners were “redefining how they feed and care for their pets”, added Liz Mascolo, General Mills North America segment president for petcare. “We’re committed to delivering trusted, high-quality solutions in a rapidly evolving marketplace. These strategic moves position us to lead in both scale and innovation across the petfood aisle, with offerings that resonate strongly with the fastest-growing demographic in our categories – young pet parents. We’re excited to help Edgard & Cooper shine in the US.”
Edgard & Cooper was founded in Belgium in 2016 by Chalabi, Koen Bostoen and Jürgen Degrande, and landed in the UK two years later. It is now available in about 16 markets globally, claiming to be the first European petfood brand to have added packaging made from 100% biodegradable materials.
After being snapped up last spring by General Mills for an undisclosed sum, the B Corp-certified Edgard & Cooper continues to operate independently from its home base in Kortrijk, Belgium. It aims to “provide maximum nutrition from natural ingredients” for dogs and cats through a portfolio of meals and treats.
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