Wholesomes Rewards adds sensitive treats, updates packaging

Midwestern Pet Foods is expanding its Wholesomes Rewards dog treat line with a new Sensitive Skin & Stomach biscuit variety and updated packaging, while also tying the launch to charitable giving for Tunnel to Towers. Trade coverage around the company’s Global Pet Expo 2026 plans says the new biscuits are made with salmon and lamb proteins plus pumpkin, sweet potato, and oatmeal, and that Wholesomes Rewards Chewy treats are also part of the broader refresh. Midwestern, a fourth-generation family-owned company based in Evansville, Indiana, is marking its 100th year in business in 2026. (petfoodindustry.com)

Why it matters: For veterinary professionals, the launch reflects two durable market themes: continued demand for treats positioned around digestive and skin sensitivities, and heavier use of functional language in everyday reward products. That can create opportunities for client education, because pet parents often view treats as harmless extras even when they may complicate elimination diets, calorie control, or management of chronic GI and dermatologic cases. The Tunnel to Towers tie-in may also strengthen consumer appeal, especially as the foundation has recently expanded scholarship support for children in its fallen first responder, Gold Star, and smart home family programs. (petfoodindustry.com)

What to watch: Watch for retail rollout details, ingredient and calorie disclosures on-pack or online, and whether Midwestern extends the sensitivity-focused positioning across more Wholesomes treat formats in 2026. (petfoodindustry.com)