SAN DIEGO, Aug. 22, 2016 /PRNewswire/ -- Petco today launched WholeHearted, an exclusive new private label brand of natural dog food featuring thoughtfully crafted recipes with quality ingredients and healthy nutrients. The affordable product line, which is available in both wet and dry options, was developed in-house by Petco nutrition and product innovation experts and features wholesome ingredients perfect for dogs of all breeds and life stages.

"We know our customers are looking for a high-quality food with natural ingredients for their dogs, and by creating our own line we're able to offer just that, at a great price point," said Rebecca Frechette, Senior Vice President, Merchandising for Petco. "WholeHearted features life-changing stories from real Petco customers on every bag, celebrating the special bond they share with their pets and the important role high-quality nutrition plays in their daily lives together."

Both wet and dry WholeHearted recipes are grain free, with no corn, wheat or soy, and include antioxidants for healthy immunity, as well as Omega-3s for a healthy skin and coat. WholeHearted's formulas also feature essential vitamins and minerals for balanced nutrition. The dry formulas include real protein as the first ingredient and canine probiotics to support healthy digestion.

The complete line of WholeHearted dog food is available now at all Petco and Unleashed by Petco locations, and online at Petco.com/WholeHearted. The formulas include:

• Dry Food: Chicken & Pea Recipe, Beef & Pea Recipe and Salmon & Pea Recipe 
• Wet Food: Beef & Vegetables Recipe, Chicken & Vegetables Recipe, Turkey & Sweet Potato Recipe, Lamb & Carrot Recipe and Chicken & Fish Recipe

In support of the launch, Petco invites pet parents to post a photo of their pet on Instagram and share how their pet transformed their lives using the hashtag #WholeHeartedPets. Every Monday until September 18, one lucky pet parent will be chosen to receive $100 gift card and the opportunity to be featured on future WholeHearted packaging.

Additionally, from now until November 5, customers who purchase WholeHearted will receive double PALS rewards. For more information and full product details, visit Petco.com/WholeHearted as well as Facebook.com/Petco, Twitter.com/Petco and Instagram.com/Petco. 

About Petco and the Petco Foundation 
With more than 50 years of service to pet parents, Petco is a leading pet specialty retailer that focuses on nurturing powerful relationships between people and pets. We do this by providing the products, services, advice and experiences that keep pets physically fit, mentally alert, socially engaged and emotionally happy. Everything we do is guided by our vision for Healthier Pets. Happier People. Better World. We operate more than 1,470 Petco locations across the U.S., Mexico and Puerto Rico, including more than 115 Unleashed by Petco locations, a smaller format neighborhood shop; prescription services and pet supplies from the leading veterinary-operated pet product supplier, Drs. Foster & Smith; and petco.com. The Petco Foundation, an independent nonprofit organization, has invested more than $167 million since it was created in 1999 to help promote and improve the welfare of companion animals. In conjunction with the Foundation, we work with and support thousands of local animal welfare groups across the country and, through in-store adoption events, help find homes for more than 400,000 animals every year.

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SOURCE Petco