General Mills Communications
763-764-6364
Media.Line@genmills.com
U.S. launch brings one of Europe's fastest growing premium pet food brands to PetSmart stores nationwide.
PHOENIX, AZ — PetSmart is expanding its premium pet nutrition offerings through an exclusive partnership with General Mills to launch Edgard & Cooper, one of Europe's fastest growing premium pet food brands, in its stores across the U.S. and online here.
Widely loved by over one million pets across Europe, Edgard & Cooper's full dog portfolio — made with fresh meat recipes, zero meat meal, and whole fruits and vegetables — is available in the U.S. now, meeting pet parent demand for more from their pet's food, both in quality and ethics.
This partnership further positions PetSmart to meet the growing demand for premium, real-ingredient, functional nutrition options at a time when many pet parents are more mindful than ever about what they feed their pets. Data from the American Pet Products Association revealed that pet parents are increasingly interested in foods that go beyond basic nutrition, with 54% of dog parents and 47% of cat parents showing interest in premium pet food options.
"People have become more mindful about what they eat, and as a result, we are seeing pet parents become more conscious of what goes into their pets' bowls too," said Erika Tervelt, vice president of consumables merchandising at PetSmart. "We are committed to meeting these needs with more innovative and quality pet food options. Partnering with General Mills to bring Edgard & Cooper into PetSmart stores expands our selection of premium natural food and makes it easier for pet parents to find pet nutritious options that meet the highest standards."
Edgard & Cooper's fresh take on pet nutrition features dry and wet food, plus treats, made with real, fresh protein like chicken, venison, and duck, combined with nutritious fruits and vegetables. Products include ingredients that aid digestion and promote healthy and shiny coats for dogs of all breeds and ages.
"Launching Edgard & Cooper in the U.S. through our exclusive PetSmart retail partnership is a pivotal moment for the brand," said Nicole Ayers, business unit director for growth accelerators, North America Pet, General Mills. "We're excited to introduce American pet parents to Edgard & Cooper's nutritious recipes made with real, recognizable ingredients — the same approach that has resonated so strongly across Europe. Together with General Mills' scale and PetSmart's reach — plus our digital-first, social-led marketing approach — we're excited to bring a new standard of premium pet nutrition to households nationwide."
Find Edgard & Cooper's premium offerings in-store at PetSmart and browse the full selection online here.
"Launching Edgard & Cooper in the U.S. through our exclusive PetSmart retail partnership is a pivotal moment for the brand. We're excited to introduce American pet parents to Edgard & Cooper's nutritious recipes made with real, recognizable ingredients — the same approach that has resonated so strongly across Europe. Together with General Mills' scale and PetSmart's reach — plus our digital-first, social-led marketing approach — we're excited to bring a new standard of premium pet nutrition to households nationwide."
General Mills makes food the world loves. The company is guided by its Accelerate strategy to boldly build its brands, relentlessly innovate, unleash its scale and stand for good. Its portfolio of beloved brands includes household names like Cheerios, Nature Valley, Blue Buffalo, Häagen-Dazs, Old El Paso, Pillsbury, Betty Crocker, Totino’s, Annie’s, Wanchai Ferry, Yoki and more. General Mills generated fiscal 2025 net sales of U.S. $19 billion. In addition, the company’s share of non-consolidated joint venture net sales totaled U.S. $1 billion.
PetSmart is the leading omni-channel pet retailer in North America with a mission to help everyone experience more joy with pets. The company offers a compelling assortment of pet care essentials, exclusive brands and must-have items for each season, along with expert pet services. With nearly 1,700 stores across the U.S., Canada and Puerto Rico — plus a seamless shopping experience at PetSmart.com and through the PetSmart app — PetSmart's convenient shopping options are complete with autoship, same-day delivery and in-store pickup. Expert services include a professional grooming salon in every store, veterinary care in more than 700 locations, pet training, and Doggie Day Camp and PetsHotel overnight boarding in many locations. The PetSmart Treats Rewards loyalty program provides value to pet parents through personalized offers and points on every purchase that can be used for future savings.
PetSmart and PetSmart Charities have a long-standing commitment to supporting pets and people in the communities they serve, and PetSmart Charities is the largest funder of animal welfare in North America. Together, they are proud to have helped more than 11 million pets find loving homes through in-store pet adoption programs. For more information, visit PetSmart.com.
