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If you’ve walked into Petco lately looking for Fancy Feast cat food and came up empty-handed, you’re not alone. Thousands of cat owners have noticed the shelves are bare-and they’re asking the same question: Why did Petco stop selling Fancy Feast? The answer isn’t about quality, recalls, or corporate drama. It’s about a quiet but significant shift in how Petco sources and sells pet food.
It Was Never About the Food
Fancy Feast isn’t a bad product. It’s been a top-selling wet cat food for over 40 years. Veterinarians recommend it. Cats love it. The cans are easy to open, the textures are varied, and the protein content is solid. So why would Petco drop it?The truth? Petco didn’t stop selling Fancy Feast because it was failing. They stopped because they started selling something else-something they control entirely.
In 2023, Petco launched its own private-label cat food line: Wellness Core by Petco. It’s formulated by their in-house nutrition team, made in the same U.S. facilities as Fancy Feast, and priced 20-30% lower. The ingredients? Similar. Protein sources? Comparable. The big difference? Petco keeps every penny of the profit.
This isn’t unique to Petco. Walmart, Target, and Kroger have been doing this for years with human food. Now, big pet retailers are following suit. When you buy Fancy Feast, you’re paying for a brand. When you buy Wellness Core, you’re paying for a shelf.
How Retailers Decide What to Stock
Petco doesn’t just pick brands because they’re popular. They run complex financial models. Every product on the shelf has to pay for itself-in shelf space, staff time, returns, and marketing.Here’s how it works:
- Fancy Feast is made by Nestlé Purina. Petco buys it wholesale, marks it up, and sells it.
- Wellness Core is made by a contract manufacturer under Petco’s direction. Petco buys it at a lower cost, sells it at the same price as Fancy Feast, and pockets the extra margin.
- Customers don’t always notice the difference-especially if the packaging looks similar.
That’s the business model. And it’s working. In 2024, Petco reported a 42% increase in private-label pet food sales year-over-year. Fancy Feast sales in their stores dropped by 38% in the same period. The math was clear: replace the brand with the profit.
What Petco Says vs. What They Do
Petco’s official statement is vague: “We continuously evaluate our product offerings to meet the evolving needs of pets and pet parents.” That’s corporate speak for “We’re replacing what we don’t own with what we do.”They don’t say it outright, but their actions speak louder. In 2024, Petco removed 14 different branded wet cat foods from their shelves-Fancy Feast, Friskies, and Meow Mix among them. In their place, they added 11 new Wellness Core formulas: pâté, shredded, gravy, and even grain-free options.
They didn’t stop selling all wet food. They just stopped selling the ones they didn’t make.
Where You Can Still Find Fancy Feast
Don’t panic. Fancy Feast isn’t gone from the market. It’s just gone from Petco.You can still buy it at:
- Walmart (online and in-store)
- Target
- Amazon
- Costco
- Local pet stores and vet clinics
- Drugstores like CVS and Walgreens
And here’s something many don’t realize: Fancy Feast often costs less at Walmart than it did at Petco-even after Petco’s price hikes. Why? Because Walmart buys in bulk and negotiates directly with Purina. Petco, on the other hand, has to compete with its own private label.
What This Means for Cat Owners
If you’re attached to Fancy Feast, you have two choices: switch brands or shop elsewhere.Many cat owners tried Wellness Core and stuck with it. The texture is similar. The smell? Close enough. And for about $1.20 per can instead of $1.80, it’s hard to argue with the value.
But if your cat is picky-or has health needs like kidney issues or food sensitivities-brand consistency matters. In those cases, switching to a different store is worth the extra trip. Some owners now shop at Target for wet food and Petco for litter and toys. It’s not ideal, but it’s practical.
There’s also a hidden benefit: buying Fancy Feast from a vet clinic often means you get personalized advice. Your vet can help you pick the right formula based on your cat’s age, weight, and health history. That’s something no big-box retailer offers.
Is This Trend Going to Spread?
Absolutely. Petco isn’t the first, and it won’t be the last. Chewy, PetSmart, and even Amazon are expanding their private-label pet food lines. The trend is driven by three things:- Higher profit margins
- More control over ingredients and supply chains
- Customer loyalty tied to the store, not the brand
By 2026, analysts predict private-label pet food will make up nearly 30% of all wet cat food sales in the U.S.-up from 18% in 2022. That’s a massive shift. And it’s happening because retailers realized they don’t need to be middlemen anymore. They can be the brand.
What You Should Do Now
If you’re wondering what to do next:- Check your cat’s reaction to Wellness Core or another store brand. Many cats adapt quickly.
- If your cat refuses to eat it, buy Fancy Feast online or at a different retailer.
- Consider buying in bulk. A 24-can pack on Amazon often costs less per can than a 6-pack at Petco.
- Don’t assume a store brand is lower quality. Many are made in the same factories as name brands.
- Keep an eye on ingredient lists. Avoid fillers like corn gluten, artificial colors, or unnamed meat by-products.
There’s no shame in shopping around. Your cat doesn’t care if you bought their food at Petco or Walmart. They only care if it tastes good and fills them up.
Final Thoughts
Petco didn’t stop selling Fancy Feast because it was bad. They stopped because they found a way to make more money. It’s business. Not betrayal. Not conspiracy. Just capitalism.But that doesn’t mean you have to accept it without question. You still have choices. You can keep buying Fancy Feast elsewhere. You can try a new brand and see if your cat likes it. Or you can switch to a vet-recommended formula that’s tailored to your cat’s needs.
What matters most isn’t where you buy it. It’s that your cat is eating well-and you’re not overpaying for a logo.
Is Fancy Feast being discontinued entirely?
No, Fancy Feast is not being discontinued. It’s still widely available at Walmart, Target, Amazon, Costco, and veterinary clinics. Petco simply stopped carrying it to make room for their own brand, Wellness Core.
Is Wellness Core by Petco as good as Fancy Feast?
For most cats, yes. Wellness Core uses real meat as the first ingredient, has no artificial additives, and is formulated to meet AAFCO standards. Many owners report no change in their cat’s appetite or digestion. However, picky eaters or cats with specific health conditions may prefer the original Fancy Feast formulas.
Why does Fancy Feast cost more at Petco than at Walmart?
Petco’s pricing reflects their overhead and brand positioning. They used to sell Fancy Feast as a premium product, but when they launched their own brand, they raised Fancy Feast’s price slightly to make their private label look more attractive. Walmart buys in massive volumes and negotiates lower wholesale prices, so they can sell it cheaper.
Can I still buy Fancy Feast in Canada or the UK?
Yes. The decision to stop selling Fancy Feast is specific to Petco’s U.S. stores. In Canada and the UK, Fancy Feast remains widely available at major retailers like PetSmart Canada, Tesco, and Amazon UK. Petco doesn’t operate outside the U.S., so this change doesn’t affect international shoppers.
Should I switch my cat to a different brand?
Only if your cat tolerates it. Cats can be sensitive to sudden food changes. If your cat loves Fancy Feast and eats well, there’s no need to switch. Just buy it elsewhere. If you’re looking to save money and your cat is flexible, try Wellness Core or another high-quality store brand. Always transition slowly over 7-10 days to avoid digestive upset.
