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Pet food companies are refreshing brand identities and packaging while changing product ranges and recipes to better communicate ingredients and nutrition. The moves reflect competition for owners who want clearer product information, but the source report does not establish how the changes have affected sales or pet health.
Pet food brands are updating their identities, packaging and recipes to make ingredients and nutrition claims more visible as they compete for owners who pay closer attention to what their animals eat. The changes include portfolio revisions at Carnilove, packaging redesigns at My Perfect Pet and Ark Naturals, and a refreshed identity for Purr & Meow, according to GlobalPETS.
The updates range from visual changes to product and formula adjustments. Belgian company Versele-Laga became Versele, while Australian brand PetLab renamed itself PawLab. Carnilove, My Perfect Pet, Ark Naturals and Brazil-based Natoo also introduced identity or packaging refreshes. Gert Cooreman, founder of consulting firm GC Consulting, told GlobalPETS that brands are updating how they present themselves to stay relevant in a crowded market, both on store shelves and online.
Carnilove, a premium brand owned by VAFO Praha, announced a new identity and simplified portfolio in April. The redesign covers more than 100 products across snacks and dry and wet food, with labels giving greater prominence to main ingredients, protein sources and percentages, and specific nutrition claims. The company also expanded its cat food options and says its recipes are now free of chicken meat and chicken fat; some recipes are made without grains or potatoes.
My Perfect Pet, a gently cooked dog and cat food brand owned by California-based Antelope Pets, redesigned packaging to identify ingredients, proteins, vegetables, vitamins and minerals more clearly. It also introduced eight-ounce bars intended to guide measured portions. Its formulas exclude dried legumes, beans and chickpeas. Ark Naturals, another Antelope Pets brand, updated packaging across its oral-health range in May, with messaging centered on science-backed ingredient claims. Natoo introduced new packaging in June to foreground its sustainability certification and Brazilian heritage in the US market. UK-based Purr & Meow rebranded and reformulated products in July, emphasizing functional ingredients in its Primal and Superfoods ranges, including a focus on gut health.
Clearer Labels in a Crowded Market
For owners comparing pet foods, the changes could make it easier to see what a recipe contains and how a company positions its product. Ingredient visibility, protein sources and portion formats are practical details at the point of purchase, while clearer claims may help shoppers distinguish among products that otherwise look similar. The report describes brands’ intentions; it does not show whether consumers find the new labels more useful or whether the changes affect purchasing.
The redesigns also reflect how companies are positioning pet food in relation to owners’ care decisions. YCP Group partner Yuichi Ota told GlobalPETS that some brand refreshes aim to connect with owners in that role. He said priorities can differ by market: food safety is a major credibility factor in Asia, while ecological credentials and clean-ingredient messaging are increasingly expected in developed markets. These are Ota’s observations, not evidence that all buyers share the same priorities.
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From Brand Design to Recipe Changes
The report describes a cluster of updates across companies and product categories rather than one coordinated industry announcement. Some changes are mainly presentational, such as new names, logos or packaging; others also touch the range of products, recipe composition or portion format. The distinction matters: a redesigned pack alone does not establish that a food’s nutrition has changed.
Carnilove said its April refresh aimed to create a consistent brand language across markets and make packaging easier to understand. My Perfect Pet said its new design should better reflect what is inside its recipes, and that its packaging claims follow the format and label language of the Association of American Feed Control Officials’ updated Pet Nutrition Facts. The report also links Purr & Meow’s July relaunch to a stronger emphasis on functional ingredients. It does not provide a complete before-and-after comparison of nutrition profiles for these products.
“Many brands are focusing more on refreshing their identity, packaging and communication to remain modern and relevant in an increasingly competitive market.”
— Gert Cooreman, founder of GC Consulting, speaking to GlobalPETS
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Results and Recipe Details Remain Unclear
The report does not provide sales data, consumer research or independent testing to show whether the rebrands have changed buying behavior or improved nutrition outcomes. It also does not give full ingredient panels, nutrient analyses or detailed comparisons of old and new formulas. Companies’ descriptions of their ingredients, claims and goals should not be treated as proof of a health benefit.
Availability may vary by market, and the report does not specify when every redesigned package or recipe will reach retailers. It also gives no details on the scope or standards of Natoo’s sustainability certification. Owners assessing a particular food should rely on its full label and seek advice from a veterinarian about their pet’s dietary needs.
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Retail Rollouts and Label Comparisons
The next visible step is the rollout of updated packaging and product ranges through stores and online listings. Retailers and manufacturers may add further details as products reach each market, but the source report does not identify a single launch schedule or upcoming regulatory milestone tied to these changes.
For shoppers, the meaningful comparison will be between the full product labels, not just the new branding. Changes to ingredients, portions or nutrition claims can be checked against package information, while questions about suitability for an individual animal are best discussed with a veterinarian. Whether clearer presentation leads to stronger customer trust or measurable commercial results remains to be seen.
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Key Questions
What is the main development?
Several pet brands have refreshed their names, packaging or product identities, with some also changing recipes, ranges or portion formats to communicate nutrition information more clearly.
Which brands changed their packaging or identity?
The report names Carnilove, My Perfect Pet, Ark Naturals and Natoo among brands with recent refreshes. It also reports that Versele-Laga became Versele, PetLab became PawLab, and Purr & Meow rebranded.
Did the brands change their formulas too?
Some did, according to the report. Carnilove says its recipes are free of chicken meat and chicken fat, while My Perfect Pet says its formulas exclude dried legumes, beans and chickpeas. The report does not provide full nutrient comparisons for the updated recipes.
Have the rebrands improved pet food or increased sales?
No sales or health-outcome data is reported. The brands’ stated goals include clearer communication and stronger differentiation; the effect of those changes has not been established in the source material.
Source: rss
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