Kroger has launched a new ultra-premium pet food set that encompasses foods typically sold in pet specialty stores, including grain-free, American-made kibble, wet canned food and all natural chews from free-range, grass-fed Brazilian cattle from the brand “I and love and you,” according to the all-natural pet food company.

“Kroger is a great fit for us, and we are excited and honored to be featured as one of the few ultra-premium brands in their new natural pet food set,” said Steve Ball, CEO and co-founder of I 

and love and you, in a statement. “This partnership with Kroger allows us to expand our presence and reach consumers in dynamic new ways, while making it easy for pet parents to deliver whole pet health and shop for their entire family in one place.”

In support of the launch, I and love and you will implement a series of in-store and online marketing initiatives, Kroger shopper marketing programs, event marketing, targeted sampling, and demo programs alongside grassroots marketing initiatives.

Kroger did not respond to SN’s request for comment.

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