Supervalu Bids Happy Trails to Happy Tails, Makes Room for WholeCare Pet

MINNEAPOLIS — Supervalu launched its new WholeCare Pet brand of dog and cat food and supplies here Tuesday. The line will replace its Happy Tails and NutriPlan store brands, according to the retailer.

MINNEAPOLIS — Supervalu [2] launched its new WholeCare Pet brand of dog and cat food and supplies here Tuesday.

The line will replace its Happy Tails and NutriPlan store brands, according to the retailer.

WholeCare Pet comprises close to 100 SKUs including 19 varieties of wet dog and puppy food in flavors like Rotisserie Chicken and Porterhouse steak; 11 types of dry dog food geared toward High Performance, Complete Nutrition and Weight Management; and 20 types of wet cat food in Chicken and Cheese Souffle, Turkey Florentine and other varieties.

“WholeCare Pet products are formulated to match or exceed the quality of leading national brands, such as Purina Beneful, Pedigree, Friskies cat food, Milk-Bone dog biscuits, Pup-Peroni and Tidy Cats — at everyday savings of at least 15% to 30%,” according to Supervalu.

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