New Whole Foods pet food launches

Published Oct 5, 2013 at 05:00AM / Updated Jan 16, 2014 at 01:54PM

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.

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