Kibble formulations have evolved beyond the ‘brown and round’ varieties of the past.

Mintel’s Lynn Dornblaser highlighted trends in personalization, naturalization and sustainability shaking up the industry.

Caboodle, CheckForPet, JAMPY, Purrmi, STRAYZ and TEEF for Life were selected alongside nine other pet care startups.

Freshpet® Custom Meals™ are personalized through an online questionnaire and delivered direct-to-consumer through Petco.

ADM has highlighted several areas in these categories that will lead growth.

Marleybones, People who kaer and Petty Well will participate in the hybrid accelerator program alongside four pet care startups.

Fuzzy has acquired pet supplement company Dandy, further expanding its personalized pet healthcare offerings.

They are also more likely to associate personalization with higher quality, and to purchase pet food online.