General Mills’ Blue Buffalo brand is entering fresh pet food with the national launch of Love Made Fresh, targeting pet parents looking for fresh pet food, as well as a preference for mixing fresh with kibble and other formats. Love Made Fresh will serve up several formats and flavorful recipes that can be enjoyed on their own or in conjunction with other dry dog food products from Blue Buffalo.

Whether they want to supply their pets with more natural ingredients, better nutrition, or have a closer connection to what they’re serving their pets, a new, young generation of pet parents approaches feeding and treating their pets differently, and Love Made Fresh appeals to this fast-growing demographic.

Love Made Fresh is set to land in stores nationwide this year, and with this launch, Blue Buffalo will represent the largest United States pet food brand to offer solutions across dry, wet and fresh feeding.