Italian cooperative and retailer Coop plans to launch around 200 new SKUs across four pet food lines.
The move strengthens its existing ‘Amici di casa Coop’ program and aims to compete effectively with specialty pet stores, the retailer said.
The new products cater to dogs and cats, with dedicated lines and a variety of options beyond food, including accessories and snacks.
Developed with the University of Milan, the new products use high-quality ingredients and are free of preservatives and artificial colors.
Some products feature insect flour-based protein in snacks and ‘superfood’ ingredients such as spirulina and blueberries.
Four new lines of pet food cater to specific needs and preferences.
Product Scope
The Plat du Jour range focuses on gourmet flavours, such as lamb strips in sauce for dogs and chicken mousse for cats, with single serving options for kittens and sterilized adults.
Amici Speciali expands beyond its classic offerings with dental chews, stick-like “treats,” and even raw ham bones in various sizes.
Spesotti offers budget-friendly staples in larger formats, while the premium Es!go line caters to pets with specific needs.
Products are enriched with vitamins, minerals, and ‘superfood’ ingredients like omega 3, chicory pulp, and vitamin E. Specific formulas address sensitive stomachs, weight management, and frequent digestive issues. health.
The new products are already appearing in Coop stores and dedicated to ‘Amici di casa Coop’ locations.
This launch marks a significant step in Coop’s private brand range, which aims to offer over 5,000 new products within three years.
According to Coop estimates, the animal market will be worth €6.8 billion in 2023, including food (€4.3 billion), veterinary visits (€1.3 billion) and other costs (€1.1 billion).
