Many owners of pets no longer want to be called "pet owners"—they now prefer "pet parents." And, of course, their "children" deserve the best food available on the market. Manufacturers of natural, organic, and holistic pet foods are rising to meet this desire with premium ingredients, healthier formulations, and packaging that appeals directly to the parents at a sophisticated gourmet-food level.

Although it would be silly to suggest that traditional pet food packaging tried to appeal to pets, many pet specialty store brands fell into either the fancy food camp or the clinical formulation camp. Pet food manufacturers—especially natural, organic, or holistic products—have broken out of these traditional packaging models to appeal more directly to the sensibilities and aspirations of their human parents. Pet food packages now overflow with healthy food messages and mimic gourmet packages found in natural food stores.

Of course, pet parents are realizing that some of today's premium pet food is healthier than what humans sometimes get in restaurants. The nationwide pet food recall earlier this year is also fueling consumer interest in truly premium products, and consumers are scrutinizing their pet food packaging as never before. Sales of natural and organic pet food sourced domestically experienced a dramatic jump in April and May due to the distrust of ingredients from China. Even before the recall, the Organic Trade Association reported that organic pet food sales were growing at almost three times the rate of human organic food sales.

Many pet food brands—organic, natural, or otherwise—design logos and "seals" that look like official certification marks. At first glance, the packages look like they've been "approved" for the category their in or for the claims they are making. Upon closer inspection, these seals are often only mild benefit statements that reinforce the brand message of healthy food for pets. True organic compliance seals and true claims of all-natural for pet food have only become standardized in the last few years.

Premium fits and starts
Purina Pro Plan debuted in 1987 as the first super premium pet food manufactured to be sold exclusively in the pet specialty channel of trade. Pro Plan distinguished itself as the first and only full line life-stage specialty pet food to use real chicken as the #1 ingredient. Later, they were the first to use real beef as the #1 ingredient.

Pro Plan packages also set the stage for premium pet food packaging with the white brand mark over a field of black. This instantly recognizable design strategy still serves them well by "owning" sections of pet specialty stores. Pro Plan was also the first pet food to make certain health claims on their packaging, having gained FDA approval to do so.

The Solid Gold brand was one of the first dog foods with all-natural ingredients, and premium packaging has always been a priority. Steven J. Wirick, COO for Solid Gold Health Products for Pets, explains that the loud, bright designs of Solid Gold are an extension of the owner, Sissy McGill.

Solid Gold sells their main product line in 4-, 15-, and 33-lb. bags. "The bag itself is ultra-premium," explains Wirick. "It's basically a huge coffee bag." The bags are four-layer construction, with one aluminum foil or metallized holographic polyester layer for oxygen and moisture barrier protection. A one-way valve pulls gasses out during packaging, and the bag is heat-sealed, not glued.

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