HelloFresh announced today the launch of their new premium pet food brand, The Pets Table. Developed in partnership with veterinarians, the subscription-based service offers human-grade fresh and air-dried recipes customized for the exact caloric needs of each dog at a competitive price point.

The Pets Table is an important step in diversifying the retailer’s-owned brand portfolio. Leveraging its direct-to-consumer expertise across geographies, brands, and verticals, HelloFresh is positioned to enter the pet food category, providing customers with high-quality, healthy dog food.

“For 12 years, HelloFresh has been on a mission to change the way people eat forever. With the addition of The Pets Table, the company is aiming to change the way everyone eats forever,” said Laurent Guillemain, CEO of The Pets Table. “We’re thrilled to introduce The Pets Table and bring a healthy, convenient solution for pet parents. By leveraging HelloFresh’s world-class direct-to-consumer proficiencies, the company is uniquely positioned to disrupt the market with a high-quality, yet affordable alternative to the pet food category.”

Pet food lends itself well to the subscription business model as customers make purchases regularly and benefit from the convenience of home delivery. It’s estimated that by 2025, the online pet food market share will increase by nearly 20%.

The Pets Table, which is launching initially with food solutions for dogs, will benefit from HelloFresh’s manufacturing capabilities and technology infrastructure. Thanks to the company’s extensive operational network throughout the US, The Pets Table can procure from top-quality suppliers, utilize logistics partners, optimize costs, and deliver a competitive price for customers.

The Pets Table founders, including CEO Laurent Guillemain, are seasoned HelloFresh leaders, bringing their knowledge and expertise to the new brand. “After personally witnessing issues with the current pet food options for my own dog, my co-founders and I decided to use our experiences to solve the problems that pet parents face when feeding on a daily basis,” said Laurent.

Reimagining the pet food market.

The customizable dog food service aims to disrupt the market with a unique value proposition. Customers can tailor one of four plans for the exact caloric needs of their dog. The Pets Table brings differentiation to the market through the following attributes:

• Health & Longevity: Providing pets with a wholesome, minimally-processed diet is core to the brand. The Pets Table team spent nearly two years developing recipes using fresh ingredients and with vets to ensure they meet standards set by the AAFCO’s (Association of American Feed Control Officials) Dog Food Nutrient Profile for all life stages.
• Quality & Convenience: The company believes that pets deserve the same high-quality food humans enjoy, so they worked to find the best suppliers and nutritious ingredients for their meal options. To launch, The Pets Table will offer four different dog plans, including Fresh, Air-Dried, Mixed, and Half of Fresh options, all at a competitive price.
• Personalization & Care: Personalized plans help differentiate The Pets Table and ensure pets get the right, unique meals. By taking a quick quiz and inputting crucial information about a pet, including their breed, age, weight, activity level, build, and more, The Pets Table can calculate the pet’s calorie requirements and customize meal plans that best meet their needs.