HelloFresh has introduced The Pets Table, a premium pet food brand developed in collaboration with veterinarians. 

The subscription-based service, according to the business, provides human-grade fresh and air-dried recipes that are customized for the exact caloric needs of each dog at a competitive pricing point.

HelloFresh says the inclusion of The Pets Table is a crucial step in broadening the company’s portfolio. 

The Pets Table, which will begin with dog food, will benefit from HelloFresh’s manufacturing capabilities and digital infrastructure. 

“After personally witnessing issues with the current pet food options for my own dog, my co-founders and I decided to use our experiences to solve the problems that pet parents face when feeding on a daily basis,” said CEO Laurent Guillemain. 

The personalized dog food business intends to disrupt the market by offering a value proposition. The Pets Table differentiates itself in the industry by offering attributes including health & longevity, quality & convenience, and personalization & care. 

Founded in Berlin in November 2011, HelloFresh now operates across 18 international markets.