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Overview

Freshpet is a pet food company that offers fresh, refrigerated pet food made from natural ingredients. Established in 2006, their mission is to provide pets with healthier and more natural diets. Their products are free of preservatives, fillers, and artificial ingredients and are sold in grocery stores and pet specialty retailers across North America. Freshpet has become a leader in the fresh pet food market by emphasizing their commitment to quality ingredients and natural nutrition for pets.

The Challenge

How can Freshpet succeed in the competitive pet food industry, where it faces a David and Goliath situation?

The Oppurtunity

As pets are increasingly seen as family members, Freshpet has the opportunity to establish itself as the go-to brand for pet parents who want to provide the best possible nutrition for their beloved pets.

The Solution

HelloFresh meal kits combine Freshpet food with pet-friendly recipes. Go ahead, give your pet a seat at your dinner table.

The Dog Park

Freshpet Stands Out

Freshpet distinguishes itself from its competitors by offering genuinely superior quality pet food, which is reflected in its pricing.

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And it is a part of one of the fastest growing pet food brands in the world...

"The growth of refrigerated food reflects the tendency of some pet parents to apply the same ideals that they apply to their own food – fresher, simpler, less processed – to the food they choose for their pets."

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A look inside of pet parents

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The majority of pet owners, at any age, identify as pet parents and say their pet is an important part of their personal identity.

  1. Strongly identify with their pets

  2. Define themselves in terms of their relationship with their pets

  3. Treat their pets like people

More than half of Millennials prefer to dine with their pet

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Give Pets a Seat at Your Dinner Table

"The growth of refrigerated food reflects the tendency of some pet owners to apply the same ideals that they apply to their own food – fresher, simpler, less processed – to the food they choose for their pets."

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Meals kits for pet parents

  • Step-by-step recipes

  • Fresh, pre-measured ingredients

  • Less food waste

1 lb serving of Freshpet food

  • 1 lb serving of Freshpet food based on pet/meal

Pet-safe recipe cards

  • Pet parent recipe cards

  • Pre-measured 'table scraps'

  • Make-along pet food kit

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Executions

What we do for our pets is a very intimate thing, they are a part of your family.

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Team:

Mia Douglas

Tony Fahmy

Anna Foster

Sarah KLotz

Kari Martin Hollinger

Roles:

Research

Strategy

Deck Design

Mockups

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