Freshpet Inc., a Secaucus, New Jersey-based maker of fresh food for pets, says it has doubled in business in the last three years.
As the pet food category overall has seen steady declines, the fresh pet food category has grown by 30 percent in the last year. Freshpet says it is currently on pace to become a $500 million company in five years or less.
Recently, the company launched a digital strategy that included a “Letters” advertising campaign in the U.S. along with the “Sad Pups” TV campaign in the U.K., which helped Freshpet to more than double in same-store sales.
Freshpet cites these growth statistics:
• More than 70 percent of pet owners who try Freshpet become repeat customers;
• The company has nearly doubled in business every three years since 2009;
• More than 2.5 million households feed Freshpet today and that number continues to grow rapidly; and
• 83 percent of dog owners reported seeing a visible difference in their pet after feeding Freshpet.
The company also has launched an educational campaign to educate humans on the nutrients pets need for a healthy life. The campaign is called “The Awakening.” Initiatives surrounding the campaign will roll out throughout the year.
“Freshpet is the pioneer in the pet food space, a category which hasn’t substantially evolved in the past several decades,” said John Speranza, VP of marketing. “At Freshpet, we believe pets are not getting the essential ingredients they need for a healthy, happy, tail-wagging life and our new ‘Awakening’ campaign serves as a catalyst for pet parents to rethink their food choices. There is a gap between what we as pet parents eat and what we serve our pets. It’s our mission to close that gap and transform the way we all nourish our pets with fresh healthy food made in a way that’s best for pets, people and the planet.”
The company’s foods are blends of fresh meats, vegetables and fruits farmed locally and made in kitchens in Bethlehem, Pennsylvania. Freshpet foods and treats are kept refrigerated and are available in select mass, grocery (including online), natural food, club and pet specialty retailers across the U.S., Canada and Europe.