Tractor Supply Launches 4health Shreds Premium Dog Food

Rhea-AI Summary

Tractor Supply Company (NASDAQ: TSCO) has launched 4health Shreds, a new premium dog food product under its exclusive 4health line. The product combines crunchy kibble with protein-packed shreds, offering balanced nutrition at competitive prices.

The new product line features three varieties: Chicken & Rice, Beef & Rice, and Lamb & Rice, available in 5, 18, or 35-pound bags. Priced under $55 for a 35-pound bag, it offers over 20% more value compared to national brands. The formula includes immune-supporting antioxidants, joint health supplements, omega fatty acids, and probiotics.

Notable performance metrics show that Tractor Supply's exclusive-brand dry dog foods have experienced household penetration growth 15 times faster than the market over the past 36 months. The product is exclusively available at Tractor Supply and Petsense by Tractor Supply's 2,270 stores across 49 states.

Positive

• Household penetration for exclusive-brand dry dog foods grew 15x faster than market over 36 months
• 20% better value proposition compared to national brands
• Product expansion in high-margin exclusive brand portfolio

Negative

• None.

Insights

Market Research Analyst

<p>The launch of 4health Shreds represents a strategic expansion in Tractor Supply's private label portfolio, targeting the <b>$50+ billion U.S. pet food market</b>. The pricing strategy (<money>$55</money> for 35 pounds, <percent>20%</percent> cheaper than national brands) positions the product competitively while maintaining healthy margins. The <percent>15x</percent> faster growth in household penetration for TSCO's exclusive brand dog foods over the past 36 months signals strong market acceptance and customer loyalty.</p><p>Private label penetration in pet food typically yields <percent>25-35%</percent> higher margins compared to national brands. With <b>2,270 stores</b> and an established e-commerce presence, TSCO's distribution network provides significant scale advantages. The premium positioning with real meat as the first ingredient aligns with current consumer trends toward higher-quality pet nutrition, while the value pricing could drive market share gains, particularly in the current economic environment where consumers are seeking value without compromising quality.</p>

Retail Industry Expert

<p>This product launch demonstrates TSCO's sophisticated approach to private label development. The company's exclusive brands like 4health serve as powerful differentiators in the competitive retail landscape. The emphasis on both premium ingredients and value pricing reflects deep understanding of their core customer base - rural lifestyle consumers who seek quality but are price-conscious.</p><p>The timing is particularly strategic given the persistent inflation in pet food categories. By offering premium features (real meat, probiotics, joint health support) at a <percent>20%</percent> discount to national brands, TSCO strengthens its value proposition while protecting margins. The three protein varieties (chicken, beef, lamb) and multiple size options optimize shelf space utilization and cater to different household needs. The robust growth in private label penetration suggests this launch could further accelerate TSCO's market share in the pet category, a key driver of customer loyalty and repeat visits.</p>

New offering expands retailer’s robust exclusive brand portfolio, offering quality pet products at an exceptional value

BRENTWOOD, Tenn.--(BUSINESS WIRE)-- Tractor Supply Company (NASDAQ: TSCO), the largest rural lifestyle retailer in the United States, announced today it has launched a new offering from its exclusive 4health line of premium pet food. 4health Shreds is a new dog food product that blends crunchy kibble with protein-packed shreds for an appealing texture that delivers balanced nutrition. As with all 4health varieties, 4health Shreds provides premium quality pet food at a competitive price.

“Choosing a dog food is one of the most important decisions you make as a pet parent. Pet food needs to provide nutrition and energy, as well as a great taste that pets enjoy,” said Kyle Murphy, vice president and divisional merchandising manager, pets & services at Tractor Supply. “4health Shreds delivers a taste and texture dogs love, as well as the nutrition to support lean muscle development and active play, all at a great value. We’re excited to expand our exclusive brand portfolio with 4health Shreds as we focus on providing our customers with a unique and extensive assortment of quality pet products at an exceptional value.”

4health Shreds is ideally formulated for adult dogs, with immune-supporting antioxidants including zinc, selenium and vitamin E. Glucosamine and chondroitin sulfate help support joint health, while a blend of omega-6 and omega-3 fatty acids nourish the skin and coat. 4health Shreds also contains probiotics and natural prebiotic fiber to support healthy digestion.

4health, one of Tractor Supply’s most popular exclusive brands, is frequently more competitively priced than premium and grocery store natural pet food brands. 4health Shreds formulas are priced under $55 for a 35 pound bag—providing more than 20% more value versus the comparable national brand. Over the last 36 months, household penetration for Tractor Supply’s exclusive-brand dry dog foods has grown more than 15 times faster than the market.

Tractor Supply stores will offer three varieties of 4health Shreds: Chicken & Rice, Beef & Rice and Lamb & Rice. All three options have real meat as the first ingredient and can be purchased in five-, 18- or 35-pound bags.

4health natural pet foods feature premium proteins and supplemental nutrition for the optimal health of dogs and cats and are exclusively available at Tractor Supply and Petsense by Tractor Supply. 4health is manufactured following rigorous quality-control processes and contains carefully selected ingredients.

To learn more about 4health Shreds, visit www.tractorsupply.com.

About Tractor Supply Company

For more than 85 years, Tractor Supply Company (NASDAQ: TSCO) has been passionate about serving the needs of recreational farmers, ranchers, homeowners, gardeners, pet enthusiasts and all those who enjoy living Life Out Here. Tractor Supply is the largest rural lifestyle retailer in the U.S., ranking 293 on the Fortune 500. The Company’s more than 50,000 Team Members are known for delivering legendary service and helping customers pursue their passions, whether that means being closer to the land, taking care of animals or living a hands-on, DIY lifestyle. In store and online, Tractor Supply provides what customers need – anytime, anywhere, any way they choose at the low prices they deserve.

As of September 28, 2024, the Company operated 2,270 Tractor Supply stores in 49 states. For more information on Tractor Supply, visit www.tractorsupply.com.

Tractor Supply Company also owns and operates Petsense by Tractor Supply, a small-box pet specialty supply retailer providing products and services for pet owners. As of September 28, 2024, the Company operated 205 Petsense by Tractor Supply stores in 23 states. For more information on Petsense by Tractor Supply, visit www.Petsense.com.

View source version on businesswire.com: https://www.businesswire.com/news/home/20250106083282/en/

Tricia Whittemore (615) 440-4410

Mary Winn Pilkington (615) 440-4212

corporatecommunications@tractorsupply.com

Source: Tractor Supply Company

FAQ

What is the price of TSCO's new 4health Shreds dog food?

4health Shreds is priced under $55 for a 35-pound bag, offering more than 20% more value compared to comparable national brands.

How has TSCO's exclusive-brand dog food performance been over the past 36 months?

Tractor Supply's exclusive-brand dry dog foods have shown household penetration growth more than 15 times faster than the market over the last 36 months.

What varieties of 4health Shreds is TSCO offering?

Tractor Supply offers three varieties of 4health Shreds: Chicken & Rice, Beef & Rice, and Lamb & Rice, available in five-, 18- or 35-pound bags.

Where can customers purchase TSCO's 4health Shreds dog food?

4health Shreds is exclusively available at Tractor Supply's 2,270 stores across 49 states and Petsense by Tractor Supply locations.

What are the key nutritional benefits of TSCO's 4health Shreds?

4health Shreds contains immune-supporting antioxidants, glucosamine and chondroitin for joint health, omega fatty acids for skin and coat health, and probiotics for digestion support.