The Texas-based natural foods grocer Whole Foods is phasing out its 365 brand of pet food and launched a higher-priced line, Whole Paws, to replace it.
Whole Paws is a premium line of dry and wet food and treats that will cost less than other brands of premium pet food sold at Whole Foods. All Whole Paws wet-food products are grain-free.
“Pets have achieved an elevated status in our emotional lives,” said Kit Yarrow, a professor of business and psychology in San Francisco. In 1970, 40 percent of households included children, Yarrow said, and today it’s fewer than 20 percent. Such a shift has made room for pets to become more important family members.