Key Takeaways:
- My Perfect Pet launched a full brand refresh focused on transparency and accessibility in fresh pet nutrition.
- Updated packaging highlights core proteins and vegetables instead of the company’s previous character-based naming system.
- New “fresh is flexible” messaging positions the food as either a complete meal or a topper option.
- The company introduced 8-ounce bars designed for simpler thawing and portion control.
- Redesigned retail packaging improves shelf visibility with dual display orientations.
- The new visual identity will extend across retail packaging and the company website.
My Perfect Pet, a gently cooked dog and cat food brand founded in 2007, announced a comprehensive rebrand intended to simplify how pet parents shop for and serve fresh pet food.
The updated branding initiative focuses on ingredient transparency, easier feeding experiences, and greater flexibility for pet owners looking to incorporate fresh nutrition into their pets’ diets.
According to the company, the refreshed packaging now prominently features the primary proteins and vegetables included in each recipe, replacing the previous character-based naming convention.
The company is also introducing new messaging centered around the concept that “fresh is flexible,” encouraging pet owners to use the products either as complete meals or nutrient-dense toppers depending on their budget and feeding preferences.
Additional product updates include new 8-ounce bars intended to simplify thawing and portioning while reducing feeding mess. My Perfect Pet also redesigned its retail boxes to support two shelf display orientations aimed at improving in-store visibility.
Katie Lilly, chief marketing officer at My Perfect Pet, said the rebrand was developed to reinforce customer trust while improving product clarity and accessibility.
The company noted that the updated visual identity was developed entirely in-house and will extend across both retail packaging and digital platforms.
My Perfect Pet currently offers 17 complete and balanced recipes for adult dogs, puppies, and cats. Products are available through the company’s website and select retailers nationwide.
Founded in 2007, My Perfect Pet produces gently cooked pet food made with whole food ingredients in its owned manufacturing facility. The brand operates under the Antelope portfolio, which focuses on natural pet consumable brands and limited-ingredient pet care products.
Information sourced from the company’s press release.
