BOULDER, Colo. — Natural pet food brand “I and love and you” announced on March 17, 2026, that it has acquired Made by Nacho. Made by Nacho is a premium cat food company. It was co-founded by chef Bobby Flay and entrepreneur Elly Truesdell.
The deal expands the company’s footprint in the premium cat food category. It also brings Flay on board as Chief Culinary Officer, investor, and board member. His role will span both cat and dog product lines.
The acquisition comes as demand for premium and clean-label pet food continues to rise. This trend is especially strong in the cat segment.
According to industry data cited in the announcement, cat-owning households increased 23% year-over-year as of June 2025. This signals strong consumer momentum in feline-focused products.
“I and love and you” was founded in 2010 and is based in Boulder. The company will maintain both brands as separate identities. At the same time, it will integrate operations and expand distribution.
The combined portfolio now spans over 100 products. These include dry kibble, wet food, and treats. It also features specialty items like freeze-dried minnows.
Expanding distribution, premium positioning
The combined company will leverage a retail network of more than 30,000 locations nationwide. This includes major chains such as Walmart, PetSmart, and Amazon.
Made by Nacho recently expanded into over 850 Walmart stores. This marks a significant step in scaling its premium offerings to mass retail.
According to Michael Meyer, CEO of “I and love and you,” the acquisition aligns with shared brand values. It also reflects complementary product lines.
He noted that the expanded assortment strengthens appeal to multi-pet households. These households are seeking high-quality, ingredient-focused nutrition.
Flay emphasized the culinary approach behind the partnership. He said the merger will allow for innovation across both cat and dog diets.
He added that it combines culinary expertise with manufacturing scale. It also expands distribution reach.
Industry context: premiumization of pet food
The acquisition reflects a broader shift toward premiumization and humanization in pet food. Consumers increasingly seek products with clean-label ingredients, functional benefits, and culinary inspiration, mirroring trends in human food categories.
Chef-driven branding, in particular, has gained traction as companies look to differentiate in a crowded market. By integrating culinary expertise with large-scale distribution, brands aim to bridge the gap between niche premium offerings and mainstream availability.
Why it matters
The deal underscores how consolidation and strategic partnerships are reshaping the pet food industry, especially within high-growth segments like premium cat nutrition. As more consumers treat pets as family members, demand for high-quality ingredients, transparency, and differentiated formulations continues to rise.
Bringing a high-profile culinary figure like Bobby Flay into a leadership role also signals a shift toward experience-driven product development. This approach blends storytelling, flavor innovation, and branding: a model increasingly seen across CPG categories.
At the same time, expanding into mass retail channels introduces new challenges around maintaining product integrity while scaling production, a key tension for premium brands entering broader distribution.
Editor’s note: Source86 perspective
For pet food manufacturers and private label suppliers, this acquisition highlights a growing CPG trend. It reflects the convergence of premium positioning and mass distribution.
As brands scale, maintaining ingredient integrity becomes critical. Supply chain transparency is equally important. Consistent product quality is essential, especially in trust-driven categories like pet nutrition.
At Source86, we support brands navigating this complexity. We provide ingredient sourcing, co-manufacturing, and R&D services. We also offer private label solutions tailored to premium standards.
Whether expanding into new retail channels or developing differentiated formulations, we help brands scale effectively. Our goal is to ensure supply chains grow without compromising quality. Let’s talk.
FAQs
Made by Nacho products will continue to be sold under the same brand name, with expanded distribution and access to larger retail networks.
Bobby Flay will serve as Chief Culinary Officer, investor, and board member, contributing to product development across both cat and dog food lines.
Rising pet ownership and the humanization of pets are driving demand for higher-quality, clean-label, and functional pet food products, particularly in the cat segment.
External source: “I and love and you” Acquires Made by Nacho and Welcomes Bobby Flay as Chief Culinary Officer
