The demand for premium dog food is continuing to rise. As human beings continue their movement toward being more health conscious, they are also slowly beginning to focus on their pets as well. Pet owners are no longer willing to settle for the status quo, and they are starting to expect that their dog and cat food will be every bit as healthy for their animal as their own food choices. The emphasis is now on dog food that is beneficial to the canine. The new focus has led to some innovative thinking. For example, the Colgate-Palmolive company produces food that will help a dog lose weight. Mars Petcare has a farm-to-table blend with their Nutro Farm’s Harvest Line, freeze dried in order to lock in the nutrients for the dog. The new dog food options are part of a new strategy for pet food companies. The emphasis Is now being placed on helping a dog get the best nutrition possible. This is called an “eat like your owner” strategy, and it would appear to be working. Sales of premium dog food have surged nearly fifty percent to a total share of $10.5 billion since the push began in 2009. One new innovation is that there is now even a market for older dogs. Purina has come out with a brand they call Bright Minds, which emphasizes more energy for a person’s older pooch. The recipe is made up of triglycerides, a fat that is easier for an older pet to metabolize. An associate with Freshpet said that the main reason for health food craze among dog owners would be in the fact that the animals are treated like family. The Freshpet official said that the brand will succeed with persistence simply for one reason: “If your family is into health and wellness,” he said, “and you treat your pet like family, well, bingo.” One of the leading brands in this market would be a dog food called Beneful, which was started in 2001. Beneful brand of dog food has produced we dog food, dry dog food, and dog treats. In 2006, Beneful dog food was already generating $300 million in sales and by 2012 the market for this brand had grown to $1.5 billion per year.