Following its April 2024 acquisition of Edgard & Cooper, a leading European premium pet food brand, General Mills will launch the brand in the U.S. this July through an exclusive retail partnership with PetSmart, a leading omni-channel pet retailer. This U.S. launch will feature Edgard & Cooper's fresh take on pet nutrition, with recipes made with real, recognizable ingredients like fresh chicken, venison and duck, combined with nutritious fruits and vegetables. The range spanning dry food, wet food and treats is designed to support dogs of all breeds and life stages. The national PetSmart launch will leverage Edgard & Cooper's digital-first, social-led marketing approach — a proven driver of its rapid growth in Europe — and further PetSmart's position in the super-premium segment.