Mars Petcare announced that two brands it acquired through its 2014 purchase of Procter & Gamble’s pet food business, California Natural and Evo, will now be sold exclusively through independent pet specialty retailers in the U.S.
Mars made the announcement during Global Pet Expo 2016, which took place from March 16 to 18 in Orlando, Florida.
The products will not be sold in “big box” pet stores or via ecommerce.
“We are hoping this becomes a model for the entire industry because we think it’s essential to the industry’s long-term health for the independent pet channel to be strong,” said Brad Locke, marketing director for Mars.
Evo was one of the first ancestral pet diets on the market and includes grain-, gluten- and potato-free dry and wet formulas for dogs and cats. California Natural features limited ingredient diets for dogs and cats.