Petco today announced the launch of WholeHearted Active Performance, a range of high-protein nutrition formulas for active dogs, as an extension of its WholeHearted private brand. The range is available in Chicken & Rice and Beef & Rice varieties.

ick Konat, Petco Chief Merchandising Officer, Petco

“We are committed to improving the lives of pets and pet parents, and that means providing them with more specialized, high-quality nutrition offerings that meet their specific needs at an affordable price point,” said Nick Konat, Petco Chief Merchandising Officer. “Featuring a top-notch formulation and unique ingredient panel, WholeHearted Active Performance will help fuel active dogs while giving them the nutrients they need to help maintain healthy lifestyles.”

The new formulas contain hand-picked probiotics to aid in digestion, as well as added nutrients to help promote powerful joints and healthy skin and coat. WholeHearted Active Performance is formulated without corn, lists meat as the first ingredient, and helps support and maintain strong muscles with 89% of protein from animal sources. As an ideal budget-friendly nutrition option, products in the new line start at $9.99 for a 5-pound bag.

The existing WholeHearted private brand includes a variety of options for both cats and dogs, including grain-free, with grain, life-stage, breed- and size-specific, wet food and treat options.