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Pet brands are refreshing their names, packaging and product lines as they compete for owners who pay closer attention to ingredients and nutrition. Examples include Carnilove, My Perfect Pet, Ark Naturals and Natoo, though the companies’ stated aims are not evidence that the changes improve pet health or sales.
Pet food and care brands are revising packaging, product ranges and formulas to appeal to owners scrutinizing nutrition, ingredients and sourcing. The updates include Carnilove’s portfolio-wide redesign, packaging changes at My Perfect Pet and Ark Naturals, and a new brand story for Natoo Pet Foods, according to trade publication GlobalPETS.
The changes span more than visual design. Carnilove, a premium food brand owned by Czech company VAFO Praha, announced a new identity and simplified product portfolio in April. Its redesign covers more than 100 products across snacks, dry food and wet food, and gives greater prominence to main ingredients, protein sources and percentages, and selected nutrition claims. The brand also said it has removed chicken meat and chicken fat from its formulas and introduced recipes without grains or potatoes.
California-based My Perfect Pet, which makes gently cooked dog and cat food, redesigned packaging to identify the proteins, vegetables, vitamins and minerals in each recipe. Its owner, Antelope Pets, also introduced eight-ounce bars intended to help guide portioning. The company said the label format and language align with updated Pet Nutrition Facts from the Association of American Feed Control Officials, or AAFCO. My Perfect Pet said its formulas do not contain dried legumes, beans or chickpeas.
Other changes include Ark Naturals updating packaging across its oral-health product line in May, with messaging about ingredients and supporting research; Brazilian premium brand Natoo introducing packaging in June that foregrounds its sustainability certification and Brazilian heritage for the US market; and UK brand Purr & Meow rebranding and reformulating products in July. Purr & Meow’s refreshed Primal and Superfoods ranges emphasize functional ingredients, particularly those associated with gut health, according to GlobalPETS.
Packaging Becomes Part of the Nutrition Pitch
These updates show how companies are using the package itself to communicate what is in a product and how it is positioned, as well as to compete for attention in stores and online. Clearer ingredient lists and prominent claims may help owners compare products, but a redesigned label alone does not establish that a food is healthier or more suitable for a particular animal.
For pet owners, the changes make it more important to distinguish ingredient and nutrition information from marketing language. Claims about sustainability, research or specific nutritional benefits should be read alongside the full label and, where diet choices relate to an animal’s health needs, discussed with a veterinarian.
grain-free dry dog food with clear ingredient labels
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A Crowded Market Drives Brand Changes
GlobalPETS reported that manufacturers and retailers are changing names, logos and packaging as competition intensifies across physical shelves and online listings. Recent identity updates include Belgian company Versele-Laga becoming Versele and Australian brand PetLab renaming itself PawLab, alongside visual refreshes at Carnilove, My Perfect Pet, Ark Naturals and Natoo.
Gert Cooreman, founder of consultancy GC Consulting, told GlobalPETS that brands are refreshing their identity and communication to stay relevant in a competitive market. YCP Group partner Yuichi Ota described the changes as part of a wider effort to position pet products around care and health rather than treating them only as commodities. He also pointed to differences by market: he said food safety is a major credibility driver in Asia, while ecological credentials and ingredient narratives are increasingly expected in developed markets.
The report links the redesigns with changes to products, but the scope varies by brand. Some emphasize clearer communication; others have changed portfolio structure or formulations. Those are separate developments and should not be treated as proof of a common industry-wide nutrition standard.
“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
Sales and Health Effects Are Unreported
The report does not provide sales results, independent consumer research or evidence that the rebrands have changed purchasing behavior. It also does not establish whether the formula changes improve health outcomes, prevent allergies or meet the needs of individual pets. Statements about brand goals and product benefits are attributable to the companies and consultants quoted, not independent findings.
Details are also incomplete for some updates. The supplied report ends partway through its description of ingredients highlighted by Purr & Meow, and does not give full formulation specifications, prices or rollout dates for every product. Owners should check the current packaging and product information in their market rather than assume all versions are identical.
Owners Will See Updates at Retail
The changes are expected to appear through updated product packaging and listings as the brands distribute refreshed ranges. The source report gives no firm timetable for when every item will reach every market, and no common follow-up milestone has been announced. Retail availability and exact labels may vary by location.
For owners comparing products, the practical next step is to review the current ingredient list, nutrition information and feeding guidance for the specific product. A veterinarian can advise whether a formula suits an individual pet, especially when the animal has a diagnosed condition or a history of food reactions.
Key Questions
Which pet brands are changing their identities or packaging?
GlobalPETS reports recent updates at Carnilove, My Perfect Pet, Ark Naturals, Natoo and Purr & Meow. It also notes that Versele-Laga became Versele and PetLab renamed itself PawLab.
Are the brands changing their formulas as well as their packaging?
Some are. Carnilove says it removed chicken meat and chicken fat and introduced recipes without grains or potatoes. My Perfect Pet says its formulas omit dried legumes, beans and chickpeas; Purr & Meow also reformulated its ranges. The reported changes differ by brand.
Do the redesigns prove that the foods are healthier?
No. The report describes company changes and their stated aims but provides no independent evidence that the redesigns or formulas improve health outcomes. Owners should assess the product itself and consult a veterinarian about individual dietary needs.
When will the updated products be available?
Some updates have already been announced or introduced, including changes reported in April, May, June and July. The report does not give a complete market-by-market availability schedule, so timing may vary by product and location.
Source: rss
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