Wellness Pet Company names Allyson Borozan chief marketing officer
Bottom line
Wellness Pet Company has named Allyson Borozan its chief marketing officer, adding a consumer packaged goods executive with more than 20 years of experience in brand building, innovation, and go-to-market strategy. Borozan joins the Burlington, Massachusetts-based pet food maker from Bob’s Red Mill, where she most recently served as chief growth officer, following earlier senior marketing roles there and prior work at Kellogg and Kraft Foods. CEO Reed Howlett said she’ll help lead brand strategy and omni-channel marketing as Wellness rolls out new products in 2026, including Wellness Signature Selects for cats and Wellness Protein Bowls for dogs. (prnewswire.com)
Why it matters: For veterinary professionals, the hire signals that Wellness is investing in sharper consumer engagement at a time when premium nutrition, fresh-style formats, and pet parent demand for high-protein options are shaping the pet food conversation. That could mean more visible marketing around wellness claims, new product education, and stronger brand competition in clinics, specialty retail, and digital channels. (prnewswire.com)
What to watch: Watch for how quickly Borozan’s appointment translates into new campaign strategy, product support, and broader visibility for Wellness’s 2026 launches and Old Mother Hubbard’s centennial marketing. (prnewswire.com)
Wellness Pet Company has appointed Allyson Borozan as chief marketing officer, bringing in a senior food-industry executive as the company pushes deeper into premium pet nutrition and a busy 2026 product pipeline. The move was announced May 12 by Wellness, which said Borozan will join the leadership team and oversee marketing for its portfolio of pet food and treats brands. (prnewswire.com)
Borozan arrives from Bob’s Red Mill Natural Foods, where she served as chief growth officer after previously holding the senior vice president of marketing role. Before that, she spent more than a decade in innovation and marketing at Kellogg and also held brand management and innovation roles tied to Kraft Foods. Her background is notable because Wellness is pulling talent from mainstream CPG, not just the pet sector, as pet food companies increasingly compete on the same branding, shopper insight, and omnichannel playbooks used in human food. (prnewswire.com)
The timing also matters. Wellness said Borozan is joining during a period of active product development, including 2026 launches such as Wellness Signature Selects for cats and Wellness Protein Bowls for dogs. In January, the company announced Protein Bowls as a high-protein wet dog food line positioned to deliver a fresh-food-style experience without refrigeration, underscoring where the company sees consumer demand heading. Wellness is also marking the 100th anniversary of Old Mother Hubbard in 2026, including a limited-edition collaboration with Milk Bar. (prnewswire.com)
In the company’s announcement, CEO Reed Howlett said Borozan brings experience spanning brand strategy, insights, innovation, and omni-channel marketing, and tied that background to Wellness’s focus on nutrition and wellbeing for pets. Borozan said she was joining at “an exciting time” for the business and pointed to the company’s purpose, mission, and culture. While outside expert commentary on the appointment itself appears limited so far, trade coverage in Pet Age, dvm360, and GlobalPETS has framed the move as part of a broader run of executive reshuffling across the pet food sector. (prnewswire.com)
That broader context is important for veterinary professionals. Pet food manufacturers are not just launching new formulas; they’re upgrading leadership teams to better communicate value to pet parents across retail shelves, ecommerce, and social channels. When a company hires a CMO with deep CPG credentials, it usually signals a stronger push on positioning, packaging, innovation storytelling, and demand generation. For clinics, that can affect the kinds of nutrition questions clients bring into exam rooms, especially as premium and functional diets are marketed more aggressively. (prnewswire.com)
It also reflects how blurred the lines have become between pet food and human food marketing. Borozan’s experience at Bob’s Red Mill, Kellogg, and Kraft suggests Wellness wants leadership that understands how to translate ingredient quality, health positioning, and brand heritage into consumer trust. That could be especially relevant as the company balances legacy brands like Old Mother Hubbard with newer formats aimed at pet parents seeking convenience, higher protein content, and a more “fresh” feeding experience. (prnewswire.com)
Why it matters: For veterinary teams, this isn’t just a personnel update. It’s a sign that another major pet nutrition company is investing in marketing sophistication at a moment when nutrition messaging is becoming more central to pet parent decision-making. That may increase demand for veterinary interpretation of product claims, ingredient narratives, and feeding recommendations, particularly when clients compare premium over-the-counter products with therapeutic or veterinarian-guided nutrition plans. (prnewswire.com)
What to watch: The next markers will be whether Wellness expands its 2026 launch cadence, refreshes portfolio messaging under Borozan’s leadership, or steps up partnerships and consumer campaigns around high-protein nutrition and heritage brands over the rest of the year. (prnewswire.com)