Wellness Pet Company names Allyson Borozan chief marketing officer: full analysis
Wellness Pet Company has appointed Allyson Borozan as chief marketing officer, bringing in a senior food-and-nutrition brand executive at a moment when the company is expanding its product pipeline and consumer marketing efforts. Borozan joined from Bob’s Red Mill, where she served as chief growth officer and previously senior vice president of marketing. Wellness Pet announced the move on May 12, 2026, saying she will oversee brand strategy, insights, innovation support, and omni-channel marketing. (prnewswire.com)
The appointment fits into a broader period of leadership and brand evolution at Wellness Pet. The company, which traces its heritage back a century through Old Mother Hubbard and operates brands including Wellness, WHIMZEES, Sojos, Eagle Pack, and Holistic Select, has been under Clearlake ownership since 2020 and rebranded from WellPet to Wellness Pet Company in late 2021. More recently, it launched a refreshed brand identity and national campaign in 2025, signaling a bigger push to connect directly with pet parents across channels. (clearlake.com)
Borozan’s résumé helps explain the hire. According to the company and trade coverage, she brings more than two decades of CPG experience, including leadership roles at Bob’s Red Mill, more than a decade in innovation and marketing at Kellogg, and earlier brand management work at Kraft Foods. Wellness Pet also highlighted her experience building cross-functional teams across strategy, insights, innovation, and sales and marketing, a mix that matters for companies trying to translate human-food branding discipline into pet nutrition growth. (prnewswire.com)
The timing is notable because Wellness Pet is in the middle of several visible commercial initiatives. The company recently introduced new protein-forward products, including Signature Selects for cats and Protein Bowls for dogs, and is celebrating the 100th anniversary of Old Mother Hubbard with a limited-edition Milk Bar collaboration. Trade coverage from Global Pet Expo also shows Wellness leaning into functional and life-stage claims, including senior-focused cat recipes and high-protein formats designed to match evolving pet parent demand. (prnewswire.com)
Industry reaction so far has been limited but positive, mostly through trade and company channels. Wellness described Borozan as a seasoned brand-growth leader, while CEO Reed Howlett said her experience engaging consumers around better nutrition connects clearly to the company’s purpose. Borozan, in turn, said she was joining at “such an exciting time,” pointing to the company’s mission and culture. Trade outlets have framed the move as part of the pet sector’s ongoing recruitment of executives from adjacent food and wellness categories. (prnewswire.com)
Why it matters: For veterinary professionals, executive moves like this can shape how nutrition products are positioned in the market, even when they don’t directly change formulations or clinical evidence. A CMO with deep human-food branding experience may help Wellness sharpen how it talks about protein, life-stage nutrition, convenience, and ingredient quality to pet parents. That matters in practice because stronger consumer marketing often drives more questions into exam rooms, especially when brands expand into premium, functional, or wellness-oriented categories that sit close to veterinary guidance. This is also a reminder that pet nutrition companies increasingly compete not just on product, but on education, storytelling, and channel strategy. (prnewswire.com)
There’s also a business signal here. Wellness Pet appears to be building out its commercial leadership bench alongside product expansion, and that usually means sustained investment in brand visibility rather than a one-off personnel change. Inference: for clinics and veterinary teams, that could mean more consumer-facing campaigns, retailer partnerships, and possibly more outreach around nutrition education as the company tries to capture premium demand. That inference is supported by the company’s recent rebrand, national advertising, and new product cadence, though the company has not publicly detailed a specific veterinary-channel strategy tied to Borozan’s appointment. (petfoodindustry.com)
What to watch: The next markers will be whether Wellness Pet ties Borozan’s appointment to new campaign launches, retailer activation, or veterinary-facing education around its 2026 product introductions and Old Mother Hubbard anniversary programs. (prnewswire.com)