PetSmart Only Natural Pet special section
PetSmart is launching a special section dedicated to pet food inspired by the Paleo Diet.

PHOENIX – Clean eating has gone to the dogs — and cats.

PetSmart announced plans to launch a specialty shop section dedicated to the Paleo Diet for pets. The diet is based on foods presumed to have been eaten by early humans. It encourages consumption of meat, fish and fruits and vegetables, while eschewing grains, dairy and processed foods.

The section will feature Only Natural Pet, a paleo-inspired pet food brand that follows the “prey model” of 50 percent protein, 40 percent fat and 10 percent carbohydrates. The food is free from artificial ingredients, preservatives, gluten and GMOs.

“The world wants to eat cleaner and that includes our pets,” said Marty Grosjean, founder of Only Natural Pet. “Paleo diets and whole foods are the norm for many people and the benefits of eating this way apply to pets too.”

Pet owners have had their own version of the Paleo Diet for their companion animals for some time. Called the “wild” diet, pet owners allow their pets to eat only what they would have eaten in the wild — all-meat diets without artificial ingredients. Mintel, a leading market research firm, found that interest in pet foods that resemble “wild” diets is highest among millennials. Fifty-six percent of millennials said they agree that such diets are best for their pets compared to 47 percent overall, Mintel reported. 

Michael Massey, PetSmart CEO
Michael Massey, PetSmart president and CEO

Also, Packaged Fact reported in its “Pet Treats and Chews in the US” survey that premium products offering “human-quality” ingredients have resonated with pet owners.

“PetSmart is dedicated to providing our customers with innovative products to meet their desires for their personal pet lifestyles. We are thrilled to bring this pioneering Paleo-inspired natural pet lifestyle brand, Only Natural Pet, to our PetSmart customers,” said Michael Massey, PetSmart president and CEO. “We see so many human trends make their way into the pet world and natural combined with paleo is now among them.”