Blue Buffalo has rolled out its new Love Made Fresh line across the U.S., marking its move into the fast-growing fresh pet-food category. The range is now on shelves at Walmart, Target, Kroger, Meijer, and other national chains.
The new line gives dog owners more ways to mix fresh and dry food. It comes in two forms — a resealable Scoop & Serve Tub and a Slice & Serve Roll — both made with chicken or beef, carrots, and peas. The tub format aims for easier storage and less waste, while the roll allows simple cutting and portioning.
General Mills, owner of Blue Buffalo, said the launch expands the brand’s reach into a $3-billion category that’s been growing faster than most parts of pet care. The company already sells dry and wet food, so this fresh range makes it one of the few major brands to cover all feeding types.
For retailers, the move brings another branded player into refrigerated cases usually dominated by Freshpet and smaller local labels. It may also reshape how pet food is displayed — closer to where shoppers buy their own fresh meals — and push grocery buyers to adjust space and logistics for cold-chain handling.
Fresh pet food has been drawing more attention as owners look for natural and minimally processed options. The challenge for supermarkets will be keeping the right balance between cost, shelf life, and premium positioning.
The Love Made Fresh line is available now in most national supermarkets and select regional stores. Early sales results will show whether shoppers are ready to make fresh feeding part of their weekly grocery basket.
