Launching new ingredients in pet food is a relatively recent phenomenon. Functional treats have been out for a bit over a decade, and raw and grain-free foods found momentum only over the past few years. Most pet owners can remember when dog food meant a bag of Alpo in the shopping cart and the leading voice for cat food was Morris, the finicky feline.
Though the historical bar is very low, launching a true innovation isn’t easy, and that next big thing may be simply a var
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