Whole Paws is made for Whole Foods Market as its private-label pet food brand. Whole Foods launched it around 2013 to replace the pet products previously sold under its 365 Everyday Value label. Since Amazon acquired Whole Foods in 2017, Whole Paws has also been widely available on Amazon.
Key takeaways
- Whole Paws is Whole Foods Market’s own brand — a store brand, like 365.
- It launched around 2013, replacing the older 365 Everyday Value pet line.
- Amazon acquired Whole Foods in 2017, expanding Whole Paws’ online reach.
- Like all store brands, it’s produced by contract manufacturers to Whole Foods’ specifications and quality standards.
Is Whole Paws owned by Whole Foods?
Yes. Whole Paws is one of Whole Foods Market’s exclusive owned brands. Whole Foods sets the recipes, sourcing rules, and the banned-ingredient standard; the food is then produced by manufacturing partners to those specifications — the standard model for grocery private-label brands.
When did Whole Paws launch?
Whole Paws was introduced around 2013 as a premium-value line spanning dog and cat food and treats. It absorbed the pet products that Whole Foods had previously sold under the 365 Everyday Value name, giving the pet category its own dedicated brand identity.
Did Amazon’s purchase of Whole Foods change anything?
Amazon acquired Whole Foods Market in 2017 for roughly $13.7 billion. For shoppers, the most visible change was distribution: Whole Paws became easy to order online with Prime shipping, listed as “Whole Paws by Whole Foods Market.” The recipes and quality standards remained tied to Whole Foods. See where to buy Whole Paws.
How does this affect quality?
Because Whole Foods controls the ingredient standard, every Whole Paws recipe inherits the company’s banned-ingredient list — no artificial colors, flavors, or preservatives, and real meat first. Learn what that means in practice in our ingredients guide and full review.
Frequently asked questions
Is Whole Paws a third-party brand? No — it’s Whole Foods Market’s own private-label brand.
Is it the same as 365? Whole Paws replaced the pet items formerly under 365 Everyday Value. They share Whole Foods’ standards but Whole Paws is the dedicated pet brand.
Who actually manufactures it? Contract manufacturers produce it to Whole Foods’ specifications, as is standard for grocery store brands.