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Pet brands including Carnilove, My Perfect Pet, Ark Naturals, Natoo and Purr & Meow have refreshed packaging or identities, while some have also changed product ranges or recipes. Companies say clearer ingredient and nutrition information can help distinguish products and build trust, but the source report does not provide evidence that the changes improve health outcomes or sales.
Pet food and wellness brands are refreshing their identities, packaging and, in some cases, recipes as they compete for owners seeking clearer information about ingredients and nutrition. Recent changes cited by GlobalPETS include updates from Carnilove, My Perfect Pet, Ark Naturals, Natoo and Purr & Meow; the companies describe the work as a way to communicate product contents and brand priorities more clearly.
The changes range from new names and visual designs to adjustments in product portfolios and formulations. Belgian manufacturer Versele-Laga became Versele, while Australian brand PetLab renamed itself PawLab. Czech pet food brand Carnilove, US brands My Perfect Pet and Ark Naturals, and Brazil-based Natoo also introduced identity or packaging updates, according to GlobalPETS. The report does not give a common launch date for all of these changes.
Carnilove announced a refreshed identity and a simplified portfolio in April. Junior Brand Manager Karolína Šifaldová told GlobalPETS that the redesign covers more than 100 products, including snacks and dry and wet food, and puts greater emphasis on main ingredients, protein sources and percentages, and nutrition claims. The brand also expanded its cat food options and says it has removed chicken meat and chicken fat from its formulas, with some recipes made without grains or potatoes.
My Perfect Pet redesigned packaging for its gently cooked dog and cat food to make ingredients, proteins, vegetables, vitamins and minerals more visible. The company also introduced eight-ounce bars intended to help owners serve measured portions. It says its formulas avoid dried legumes, beans and chickpeas. Ark Naturals, another brand owned by Antelope Pets, updated packaging across its line in May, with messaging that points to research and statistics behind ingredient claims. Natoo launched packaging in June emphasizing its sustainability certification and Brazilian heritage for US customers. UK-based Purr & Meow rebranded and reformulated products in July, highlighting functional ingredients in two ranges called Primal and Superfoods, including ingredients linked by the brand to gut health.
Clearer Labels in Crowded Pet Aisles
For owners comparing pet products, the changes could make ingredients and nutrition claims easier to locate on shelves and product pages. Brands are presenting label clarity and ingredient transparency as ways to support purchase decisions and distinguish their products in a crowded market. Packaging statements alone do not establish that a product is appropriate for an individual animal.
Companies are also positioning pet products beyond price or convenience. Yuichi Ota of Singapore-based YCP Group told GlobalPETS that rebranding can be an effort to connect with owners who see themselves as carers and expect parallels with human health products. He said messaging varies by region: food safety is a key purchase driver in Asia, while ecological credentials and clean-ingredient narratives are becoming expected attributes in developed markets. These are Ota’s observations about consumer priorities.
Formula changes may affect owners looking for particular ingredients or trying to avoid them, while range expansions can add options for some shoppers. The report provides no independent assessment of nutritional adequacy, allergy outcomes, or whether the new products meet an individual pet’s needs. Owners considering a diet change should consult a veterinarian, particularly when managing a diagnosed condition or suspected food sensitivity.
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A Wave of Brand and Recipe Changes
The report describes a broader set of updates across brands, rather than a single coordinated industry announcement. Some companies changed only their names or visual presentation; others paired packaging changes with portfolio revisions or recipe adjustments. Examples cited include Versele and PawLab’s name changes, Carnilove’s April identity update, Ark Naturals’ May packaging refresh, Natoo’s June launch, and Purr & Meow’s July rebrand and reformulation.
GlobalPETS quoted pet industry consultant Gert Cooreman saying brands are refreshing identity, packaging and communications to remain relevant amid greater competition. Carnilove and My Perfect Pet also described their design work as a response to a need to communicate product contents more directly. My Perfect Pet said its packaging claims follow the format and label language of updated Association of American Feed Control Officials (AAFCO) Pet Nutrition Facts. The report does not specify the exact label requirements or provide details of an independent review of the companies’ claims.
“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
What the Rebrands Do Not Establish
The report does not quantify how many brands across the sector are making these changes, how consumers have responded, or whether the updates have affected sales. It also provides no comparative testing of the revised formulas, evidence of health outcomes, or independent verification of all sustainability and nutrition statements. The companies’ descriptions of their products and goals should be read as company claims, not as proof that a recipe will prevent allergies or improve an animal’s health.
Details also vary by brand. The report says some Carnilove recipes are grain- or potato-free, but does not identify every affected product. It does not provide the full ingredient lists or explain the specific formulation changes across all Purr & Meow products. The reported packaging changes and claims may also differ between markets.
More Detail From Brands and Retailers
Further information about the refreshed products, including their availability across retail and online channels, complete ingredient and nutrition details, and owner response, could help assess the changes. The source report does not give a schedule for further launches or disclose sales targets tied to the rebrands. Assessing impact will require follow-up information, such as retailer availability, sales data, or independent consumer research.
Owners can compare the specific product label with their pet’s needs rather than relying on a new design or broad marketing language. A veterinarian can advise on food selection when a pet has a medical condition, a suspected allergy, or a prescribed diet.
Key Questions
Which pet brands have recently changed their identities or packaging?
GlobalPETS reports updates from Carnilove, My Perfect Pet, Ark Naturals, Natoo and Purr & Meow, as well as name changes from Versele-Laga to Versele and PetLab to PawLab.
Did the companies change formulas as well as packaging?
Some did. Carnilove and My Perfect Pet reported formula changes, while Purr & Meow reformulated products. Other changes described in the report focus on branding or packaging; the details differ by company.
Do the updates show that the new foods are healthier?
No. The report describes company positioning and product changes but does not provide independent evidence of improved health outcomes or comparative nutritional testing.
What should owners check before switching a pet’s food?
Review the specific product’s ingredients and nutrition information, and ask a veterinarian before changing diets when a pet has a health condition, suspected food sensitivity, or prescribed nutrition plan.
Source: rss
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