HelloFresh Launches The Pets Table, A Premium Pet Food Brand in the US

As HelloFresh aims to be the world’s leading, fully integrated food solutions group, the addition of The Pets Table – a premium pet food brand – is an important step in diversifying our portfolio. Developed in partnership with veterinarians, The Pets Table offers human-grade fresh and air-dried recipes customized for the exact caloric needs of each dog.

Entering the high-potential pet food category

Leveraging the company’s direct-to-consumer expertise across geographies, brands and verticals, HelloFresh is well positioned to enter the pet food category.

Since the onset of COVID-19, pet ownership has steadily grown with 78% of pet parents having acquired their pets during the pandemic and roughly 66% of US households owning a pet. A growing number - now about half of US pet owners - say their pets are as much a part of their family as a human member. Pet parents are willing to invest in healthy and nutritious options for their loved ones. The current total pet food sales are more than $57B in the US³, proving this to be a high-potential market.

“For 12 years, HelloFresh has been on a mission to change the way people eat forever. With the addition of The Pets Table, the company is aiming to change the way everyone eats forever,” said Laurent Guillemain, CEO of The Pets Table. “We’re thrilled to introduce The Pets Table and bring a healthy, convenient solution for pet parents.”

The Pets Table will benefit from HelloFresh’s manufacturing capabilities and technology infrastructure. Thanks to our extensive operational network throughout the US, The Pets Table is able to procure from top quality suppliers, utilize logistics partners, optimize costs, and deliver a competitive price for customers.

(The Pets Table recipes are made with fresh ingredients - no preservatives or fillers)

About The Pets Table

What makes The Pets Table unique?

  • Health & Longevity: Providing pets with a wholesome, minimally-processed diet is core to the brand. The Pets Table team spent nearly two years developing recipes using fresh ingredients and with vets to ensure they meet standards set by the AAFCO’s (Association of American Feed Control Officials) Dog Food Nutrient Profile for all life stages.

  • Quality & Convenience: We believe that pets deserve the same high-quality food that humans enjoy, which is why The Pets Table team worked to find the best suppliers and nutritious ingredients for their meal options. To launch, The Pets Table will offer 4 different plans for dogs including Fresh, Air-Dried, Mixed, and Half of Fresh options, all at a competitive price.

  • Personalization & Care: Personalized plans help differentiate The Pets Table and ensure pets are getting the right, unique meals. By taking a quick quiz and inputting crucial information about a pet, including their breed, age, weight, activity level, build and more, The Pets Table is able to calculate the pet’s calorie requirements and customize meal plans that best meets their needs.

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