Supervalu is launching a new line of pet food products under a new WholeCare Pet brand that includes a variety of treats and supplies for dogs and cats. The new WholeCare Pet line will replace the Minneapolis-based retailer’s two former private label pet product brands, Happy Tails and NutriPlan.

Set to be available nationwide at Supervalu’s family of grocery stores, which include Acme Markets, Albertsons, bigg’s, Cub Foods, Farm Fresh, Jewel-Osco and Shaw’s/Star Market, the new line will also be available at select independent grocery retailers served by Supervalu’s supply chain operation.

Pledging that “[p]ets will love our new WholeCare Pet line, which offers high-quality, nutritional products in a variety of fun new flavors — all at better prices than the national brands,” Supervalu brand manager Stacy Bergmann said “pet parents” would further appreciate the added value and convenience of shopping for their entire family’s nutritional needs at their neighborhood grocery store.

Formulated to match or exceed the quality of leading national brands at everyday savings of at least 15 percent to 30 percent, WholeCare Pet features nearly 100 dog and cat products.

Supervalu is supporting the brand’s launch with an integrated marketing communications campaign that features banner and circular ads, direct mail, in-store displays and promotions.

“With the WholeCare Pet brand, we’re making it easier and more cost-effective for customers to shower their pets with love and provide them with the high-quality products they deserve,” added Bergmann.

WholeCare Pet is the latest development in Supervalu’s private label program, whose other brands include Baby Basics, Wild Harvest, Culinary Circle, Stockman & Dakota, Stone Ridge Creamery, Java Delight, Homelife, Equaline and Shoppers Value.