The Whole Truth About Whole Hearted Dog Food: 5 Critical Facts Pet Owners Must Know In 2025

Whole Hearted Dog Food has become a prominent name in the pet nutrition space, largely due to its positioning as a high-quality, yet affordable, private label option exclusively available at Petco. As of December 2025, pet owners are continually seeking the most current information regarding what they put in their dog's bowl, especially concerning ingredient sourcing, nutritional value, and safety records. This article provides a deep, up-to-date analysis of the Whole Hearted brand, examining its latest product expansions, scrutinizing its safety history, and detailing the key ingredients that define its formulas.

The brand is specifically designed to meet the growing demand for formulas that use real meat as the first ingredient while avoiding artificial colors, flavors, and preservatives. With a recent expansion into the booming fresh food category, co-developed with a human-grade pet food pioneer, Whole Hearted is proving its commitment to evolving with modern pet health trends. Understanding these critical details is essential for any owner considering a switch or simply looking to confirm their current choice.

Brand Profile, History, and Safety Record

Whole Hearted is not a standalone pet food manufacturer but a successful private-label brand owned and operated by the major pet retailer, Petco Animal Supplies, Inc.. The brand was initially introduced in August 2016 with the goal of offering a complete and balanced nutritional choice that was both wholesome and reasonably priced for Petco's wide customer base.

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• Owner: Petco Animal Supplies, Inc.
• Launch Date: August 2016
• Availability: Exclusively at Petco stores and online.
• Manufacturing: Recipes are formulated in the USA, adhering to the nutritional standards set by the Association of American Feed Control Officials (AAFCO).
• Mission: To provide premium pet nutrition, often featuring protein as the first ingredient, at a value price point.

The Truth Behind the Whole Hearted Recall History

One of the most impressive aspects of the Whole Hearted brand's safety profile is its near-perfect record. To date, the Whole Hearted line of dry and wet dog food has had no major recalls. This is a significant factor for pet owners prioritizing safety and consistency in their dog’s diet.

However, it is crucial to address a minor, but notable, incident involving a related product:

• 2017 Treat Recall: In June 2017, a voluntary recall was issued for a limited number of Whole Hearted brand dog treats (specifically air-dried jerky treats) due to the potential for contamination with Salmonella bacteria. The recall was initiated by the manufacturer, Loving Pets of Cranbury, NJ, which produced the treats under the Whole Hearted name. This was a product-specific, voluntary recall of a treat, not the core dog food line, but it remains the only public safety incident associated with the brand’s name.

Ingredient Analysis: What Powers Whole Hearted Formulas?

Whole Hearted dog food is generally considered a high-quality option, especially for a private label brand, due to its commitment to using transparent, beneficial ingredients. The brand offers a wide range of formulas, including Grain-Free, Grain-Inclusive, and specialized recipes like Easy Digestion and Weight Control.

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Key Nutritional Entities and Ingredients

The nutritional philosophy centers on whole-food ingredients and functional supplements. Across its various lines, the following entities are commonly found:

• Primary Protein Sources: Real deboned meat (e.g., Chicken, Salmon, Beef, Lamb) is almost always the first ingredient, providing up to 89% of the total protein from animal sources in some recipes.
• Carbohydrates & Grains: Depending on the formula, sources include Brown Rice, Barley, Oats, Lentils, and Chickpeas. The brand offers both grain-inclusive and grain-free options to accommodate various dietary needs.
• Digestive Health: A cornerstone of the Whole Hearted brand is the inclusion of Canine Probiotics in every bag of dry food. These beneficial bacteria are added to support healthy digestion and immune function.
• Omega Fatty Acids: Ingredients like Salmon Oil and Flaxseed ensure a healthy supply of Omega-3 and Omega-6 fatty acids, which are crucial for maintaining a healthy coat, skin, and brain function.
• Vitamins and Minerals: Essential nutrients are provided through whole vegetables, such as Carrots, Peas, and Spinach, as well as supplemental vitamins like Vitamin E and Vitamin B12.
• Exclusions: All Whole Hearted products are formulated without Corn, Wheat, Soy, By-Products, or Artificial Colors, Flavors, or Preservatives.

The 2025 Game Changer: Whole Hearted Fresh Recipes

The most significant and newest development for the brand is the expansion into the premium, refrigerated pet food market with the launch of WholeHearted Fresh Recipes. This move positions the brand directly against high-end subscription services and reflects the industry's shift toward human-grade pet food.

Co-Development with JustFoodForDogs

The Fresh Recipes line was co-developed with JustFoodForDogs, a recognized pioneer in the fresh and frozen pet food space and a long-standing Petco vendor. This partnership lends significant credibility to the quality and formulation of the new line, ensuring the recipes meet the highest standards of preparation and nutrition.

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• Human-Grade Standard: The Fresh Recipes are made with human-grade meat or fish as the primary ingredient, combined with whole ingredients like brown rice, vegetables, and specific vitamins and minerals.
• Product Formats: The line includes both refrigerated and frozen options, such as the Fish & Vegetables Recipe and the Chicken & Vegetables Recipe.
• Market Impact: This expansion allows Whole Hearted to compete in the rapidly growing fresh pet food category, which is projected to reach $4 billion by 2025, offering Petco customers an affordable, high-quality alternative to other premium fresh food brands.

Whole Hearted vs. Purina Pro Plan: A Quick Comparison

When pet owners look for a food that balances quality and value, Whole Hearted is often compared to established, veterinarian-recommended brands like Purina Pro Plan. While both brands offer complete and balanced nutrition, there are key differences that can influence a purchasing decision:

• Protein Content: On average, Purina Pro Plan formulas tend to offer slightly higher protein levels than Whole Hearted, though the difference is generally small. Both brands prioritize animal-based protein.
• Ingredient Philosophy: Whole Hearted strictly avoids all corn, wheat, soy, and by-products, adhering to a "cleaner" label philosophy that appeals to many modern pet owners. Purina Pro Plan, while highly nutritious, may include some of these ingredients in specific formulas.
• Availability & Pricing: Whole Hearted is a Petco exclusive, which can limit availability but often results in a better value price point compared to the broader distribution and premium pricing of Purina Pro Plan.
• Specialized Lines: Whole Hearted offers specialized lines like Large Breed Puppy and Easy Digestion to cater to specific life stages and sensitivities, similar to Pro Plan's extensive veterinary and specialized diets.

Ultimately, the best choice depends on your dog's specific needs, your budget, and your personal preference regarding the inclusion of certain ingredients. Consulting with a veterinarian is always the best course of action before making a major diet change.