Oct 12, 2026
As the pet market becomes more competitive, brands are looking for ways to stand out on crowded shelves and online product pages. For many pet food and care companies, this means more than updating a logo: packaging, product ranges, formulas and brand messaging are being reviewed together.
Recent changes by brands including Carnilove, My Perfect Pet, Ark Naturals and Versele illustrate how companies are responding to demand for clearer information and more distinctive products. For suppliers and buyers preparing for PSC 2027, these examples offer a view of how pet brands are adapting their products and communication for different markets.
Pet food packaging often has only a few moments to communicate what a product contains and who it is designed for. As product ranges expand, brands need to make it easier for shoppers to understand the differences between recipes, protein sources and nutritional positioning.
In April 2026, Czech pet food brand Carnilove introduced a new global identity and a more clearly structured portfolio. According to its parent company VAFO Group, the update covers more than 100 products across dry food, wet food and snacks for dogs and cats. The revised design aims to improve shelf visibility and make the product ranges easier to navigate.
The brand is also expanding its cat food portfolio and giving cat-focused communication greater attention. The changes show how packaging and product structure can work together to help consumers find a suitable option within a larger range.
For pet owners comparing food products, packaging is often the first source of information about ingredients and nutritional benefits. A clearer front-of-pack design can help shoppers identify the main protein, understand the product’s positioning and decide whether to examine the full label.
U.S. fresh pet food brand My Perfect Pet introduced a new visual identity in May 2026. According to the company’s rebrand announcement, the updated design gives greater visibility to the main proteins and vegetables in each recipe. Its redesigned boxes can also be displayed in two orientations, giving retailers more flexibility on shelves.
Packaging can also communicate other aspects of a brand’s identity. Brazilian pet food brand Natoo introduced updated packaging that highlights sustainability and its Brazilian heritage for international consumers.
A brand refresh can create an opportunity to review the products themselves. Some companies are adjusting recipes, introducing new formats or expanding categories as part of a broader effort to clarify their positioning.
Carnilove’s updated portfolio maintains its grain-free and potato-free positioning. According to VAFO Group, its dry formulas and selected product ranges are also free from chicken meat and chicken fat, providing options for pets with sensitivity to chicken.
My Perfect Pet introduced an 8-ounce format intended to make thawing and portioning more convenient. Alongside visual changes, the format gives consumers another way to use the product, whether as a meal or a food topper.
For manufacturers, the key consideration is how product development and packaging information support each other. If a brand highlights a particular ingredient, feeding format or nutritional feature, the packaging should make that information clear and consistent with the product itself.
Brand updates are not limited to individual products. Some companies are also reconsidering how customers recognize the business across different categories and markets.
Belgian pet food and care company Versele-Laga is transitioning to the shorter name Versele. On its official brand page, the company explains that the change is intended to establish a unified master brand while continuing to support its individual category brands.
A clearer master brand can help consumers recognize the same company across product types, sales channels and countries. At the same time, distinct product ranges still need their own clear names and packaging so buyers can understand the purpose of each line.
For pet manufacturers and brands expanding internationally, recent packaging and identity updates offer several points to consider:
For companies developing products for international markets, PSC’s New Product Showcase provides a platform to present product ideas to industry visitors. Brands and buyers can also explore business matchmaking opportunities at the fair.
Across these examples, a common direction is emerging: brands are making product information clearer, giving their ranges a more consistent structure and connecting packaging decisions with product development. The approach can help businesses communicate their value to retailers and pet owners in an increasingly competitive market.