Pet Valu, Canada’s foremost specialty retailer of pet food and supplies, has unveiled Performatrin Culinary, a premium line of minimally processed, high-quality, easy-to-serve frozen nutrition for dogs.
Crafted with fresh, human-grade ingredients enhanced with essential vitamins and minerals, the initial Performatrin Culinary lineup includes eight raw and seven gently-cooked recipes, such as Beef Risotto and Pork Feast, offering dogs nutritious and appealing meal options.
“Culinary pet food, encompassing frozen raw, frozen gently cooked, and freeze-dried raw formats, is one of our fastest-growing categories,” stated Matthew Shanks, Vice President of Proprietary Brands at Pet Valu. “Performatrin Culinary meets the demand for less processed foods with exclusive recipes developed by our in-house nutritionist, delivering meals and snacks that are delicious, convenient, and competitively priced to promote canine health.”
Fresh, Human-Grade Ingredients and Nutrient Preservation
Performatrin Culinary Gently Cooked meals and snacks are produced in a Canadian facility that also manufactures human food. These meals are made from fresh, human-grade ingredients, cooked slowly at low temperatures, and flash-frozen to preserve nutrients and flavor. Formulated to support healthy digestion, skin and coat, immune health, and strong teeth and bones, these meals can serve as complete, balanced meals or as toppers.
The Frozen Raw meals are designed for pet owners seeking less processed food. Made in small batches, these meals contain about 90% meat, including triple-ground bones and organs, and 10% fruit, vegetables, vitamins, and minerals. They offer the convenience of a raw diet without the need for mixing, measuring, or chopping. The Butcher’s Select variety packs facilitate rotational feeding of different proteins.
Nutritional Standards and Convenience
All Performatrin Culinary recipes are complete and balanced to meet the Association of American Food Control Officials (AAFCO) standards. They are free from gluten, wheat, corn, soy, artificial preservatives, colors, and flavors. Packaged in easy-to-serve, preportioned patties for frozen raw and zip-sealed pouches for gently cooked meals and snacks, pet owners simply need to thaw and serve.
“The launch of Performatrin Culinary is rooted in Pet Valu’s dedication to providing top-quality foods for passionate pet owners, ensuring their pets thrive,” said Shanks. “Our offering includes specialized solutions like the Gently Cooked Tummy Calmer recipe, designed for dogs with sensitive stomachs.”
Pet Valu’s Growth and Financial Performance
Pet Valu operates 794 corporate-owned or franchised locations across Canada. In May, the company reported robust financial results for the first quarter of 2024, showcasing growth in revenue and adjusted EBITDA. System-wide sales rose by 3.9% to $352.9 million, driven by a 0.8% increase in same-store sales. Revenue climbed by 4.2% to $260.8 million, reflecting the overall sales growth. Adjusted EBITDA surged by 15.9% to $56.6 million, representing 21.7% of revenue.
The introduction of Performatrin Culinary reinforces Pet Valu’s commitment to innovation and excellence in pet nutrition, catering to the evolving preferences of devoted pet owners seeking the best for their pets.
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