PALMETTO, FLA. — Choice Pet Products announced April 19 it has entered a distribution agreement with Simply Kind Hearted, a pet treat brand manufactured by Gimborn USA.

Gimborn USA is the North American subsidiary of Gimborn GmbH, which is based in Germany.

“I am pleased to begin our strategic partnership with Choice Pet Products,” said Christine Kirby, director of marketing, North America for Gimborn. “Our lasting relationship will support pet parents in the Southeast with treats for functional health benefits and offer strong support for our business in continuing to build the Simply Kind Hearted brand.”  

Simply Kind Hearted offers several formats of dog and cat treats, including wet Squeezables, dry Munchables and replacement milk for cats. The brand’s wet treats can also be served as meal toppers.

The brand teased several new products at Global Pet Expo Digital Access in March, including an expansion of its Munchables line to include functional formulas for dogs, goat milk replacements for puppies and kittens, and another milk replacement for puppies.

All Simply Kind Hearted products are human-grade and formulated to support overall health and wellness, according to the company.

“Choice Pet Products has built our brand around highlighting great products and the companies that champion them,” said Doug Horiski, vice president of sales for Choice Pet Products. “By partnering with Gimborn USA, to add the Simply Kind Hearted brand, we’re bringing products to our customers that are highly palatable and support pet health.

Stay up to date on the latest pet food processing industry headlines on our News page.