New name, same standards for WellPet in 2022 – Pet Food ProcessingPets
Source: Wellness Pet Company
TEWKSBURY, MASS. — After 100 years in the pet food and treat business, WellPet, LLC is changing its name to Wellness Pet Company, or Wellness Pet for short. The new name comes as a revitalization of the company’s vision of providing premium natural nutrition to support shared wellness “between pets and a new generation of pet parents.”
The company believes Millennial and Gen Z pet owners are the primary components driving growth in the premium natural category. Gen Z pet owners are expected to make up 58% of all pet owners in the United States by 2025, according to Packaged Facts. With this shift, Wellness Pet expects increased demand for premium nutrition from credible brands offering functional health solutions for dogs and cats.
“We felt this was the ideal time to re-introduce Wellness Pet, a company focused squarely on serving the next generation of pet parents at the beginning of their life-long pet parenting journey,” said Reed Howlett, chief executive officer of Wellness Pet Company. “Our relationships with pets are about more than just companionship. Pets provide a mutually beneficial emotional connection that makes each of our lives better every day, and proper, science-driven natural nutrition is one of the foundational elements needed to keep them healthy, happy, and well. Pet parents and their pets are at the center of all that we do, and we believe that natural, premium nutrition focused on proven health outcomes is the foundation of creating this mutual wellbeing. We’re here to make a difference for even more pets and their families.”
Wellness Pet Company has been backed by private equity firm Clearlake Capital Group L.P. since November 2020, when Clearlake acquired the company from its former private equity owner, Berwind Corporation.
“We see so much potential for Wellness Pet Company as a purpose-driven organization that continues to provide pet parents around the world with the quality products they deserve,” said José E. Feliciano, co-founder and managing partner, and Arta Tabaee, managing director, of Clearlake. “We look forward to supporting the Company’s strategic growth with the help of our Operations, People and Strategy playbook — O.P.S.® — while supporting initiatives important to pet parents, such as a continued commitment to natural nutrition, a science-driven approach, and sustainability.”
Wellness Pet operates several well-known brands in the industry, including its flagship Wellness Natural Pet Food brand as well as WHIMZEES, Old Mother Hubbard, Holistic Select, Sojos and Eagle Pack. The new company name will become effective in early 2022. The company’s headquarters in Tewksbury and its manufacturing standards and capabilities will not change as a result of the rebranding.
Additionally, Wellness Pet will continue investing in sustainable solutions including more recyclable packaging and e-commerce shipping options, reducing manufacturing emissions, and supporting diversity, equity and inclusion in the workplace.
Wellness Pet recently opened a new Boston office that will be dedicated to developing nutritional solutions for this next era of pet ownership.
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New pet food, treat and supplement products introduced between January and June 2022.