continues to gain momentum as new brands enter the space offering better quality products that meet the demands of today’s pet parents. Often referred to as the, the phenomenon reflects the modern lifestyles of consumers who look to find the same standards for their pets as themselves.
“In a world where consumers are increasingly seeking holistic approaches to self care and well-being, WagWell recognized that consumers want to provide their dogs with the same level of attention and care,” Smolen said. “However, the pet industry, which is far less regulated when compared to the beauty industry, historically has been slow to evolve as evidenced by many products on the market that favor of cheaper, lower-quality ingredients without regard for a dog’s nutritional needs.
“We worked diligently to create a product that would follow our brand ethos of improving upon what already exists,” Smolen said. “We’re proud of what resulted, with our all-natural, minimally processed, human-grade treats free of fillers, corn, wheat and soy.” Smolen told WWD that the company has, however, partnered with Gwyneth Paltrow’s Goop, starting in June. Smolen said Goop “leads the industry in our aligned values of wellness, innovation and intentional ingredients.”
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