Premium pet food brand Edgard & Cooper will officially launch in the US next month through an exclusive retail partnership with omnichannel pet retailer PetSmart.
The launch follows the brand’s acquisition by American food giant General Mills in April 2024 and marks a new milestone in Edgard & Cooper’s international expansion. The brand in Europe will continue to operate independently from its home base in Kortrijk, Belgium, under the leadership of its three founders – Koen Bostoen, Louis Chalabi and Jürgen Degrande.
Chalabi said: “We’ve always dreamed of bringing Edgard & Cooper to the US and to do it while our founding dogs, Edgard and Cooper, are still with us is incredibly special.
“What began back in 2014 as a mission to create natural, nutritious food for pets is now reaching even more pet parents around the world. We couldn’t be more proud.”
A 1% share of total US sales will be donated to the Edgard & Cooper Foundation, which to date has donated over €3.3m to global initiatives that improve the wellbeing of dogs and cats, with a particular focus on stray and street animals in vulnerable regions.
Liz Mascolo, segment president for North America pet at General Mills, added: “Pet parents are redefining how they feed and care for their pets, and at General Mills, we’re listening. We’re committed to delivering trusted, high-quality solutions in a rapidly evolving marketplace.
“These strategic moves position us to lead in both scale and innovation across the pet food aisle, with offerings that resonate strongly with the fastest-growing demographic in our categories – young pet parents. We’re excited to help Edgard & Cooper shine in the US.”
