Supervalu launches WholeCare Pet brand

MINNEAPOLIS Supervalu is making its customers' four-legged friends a priority with the launch of its new pet-supplies line.

The grocer's WholeCare Pet brand is a new, complete line of food products for dogs and cats, along with a variety of treats and supplies, formulated to match or exceed the quality of leading national brands, Supervalu said. The line will replace Supervalu's former private-label pet product brands, Happy Tails and NutriPlan.

"Pets will love our new WholeCare Pet line, which offers high-quality, nutritional products in a variety of fun new flavors -- all at better prices than the national brands," said Stacy Bergmann, brand manager at Supervalu. "In addition to the value, we believe that pet parents will appreciate the convenience of shopping for their entire family's nutritional needs at their neighborhood grocery store."

The products will be available nationwide at the company's family of grocery stores, including (but not limited to) Acme, Jewel-Osco, Cub Foods and more.