Dog lovers in the Chicago area and beyond now have a unique way to treat their pets like family, thanks to the launch of Bredwell, a Barrington-based shop and website that provides nutritious, locally sourced meals that are handcrafted with each dog’s individual needs and preferences in mind. Customers can customize and purchase individual meals in-store, including a state-of-the-art kitchen where meals are prepared, or they can order two-week meal kits at www.bredwell.com.
Bredwell meals start with the highly nutritious, proprietary Bredwell Bit Formula, followed by restaurant proteins and fresh fruits and vegetables. Whether a customer orders online or in-store, Bredwell’s team of dog lovers and experts carefully guide each owner through the process of creating a thoughtfully designed meal and the best mealtime experience for their companion.
When customers make purchases at the store, they choose their protein and appetizer options for individual servings right away—”kind of like Chipotle for your dog,” says Lisa Shedd, Bredwell co-founder and vice president. When they order online, they can get two-week meal kits, with the protein separated into servings and packaged and shipped frozen. Either way, the meals are fresh and made to order.
The Bradwell store, located at 140 S. Cook St., opened in New York City. In downtown Barrington, it opens its doors in mid-November and will be celebrating its dog-friendly grand opening event from 11am-7pm on Saturday, December 3rd, just in time for the holiday shopping season. In addition to customizing individual Bredwell meals for their dogs, in-store customers can purchase a number of products that are also made on site, such as peanut butter Smooches, training treats and functional treats that promote healthy hips and joints or skin and coat. In the coming weeks, Bredwell will also launch moisturizing products made in-store.
Bridwell was developed by a family of passionate dog lovers, in response to the growth of the pet industry and change in approach to pet ownership over the past two years. Lisa Shedd points out that people have become increasingly committed to connecting with their beloved dogs on a deeper level since the start of the pandemic. “They don’t want to go through the same routine of feeding treats into a bowl day in and day out,” she says. “Dogs are our family, and they do so much for us. People want mealtime to be a special experience, and they want to know they’re providing the highest quality nutrition perfectly suited to each dog’s specific needs.”
Despite this, meal options for dogs are limited, according to Lisa Shade. That’s why she and her family – sister-in-law Heidi Shade and father David Shade – set out to create a highly customized, nutritious approach to dog food. The Shade family developed Bredwell in partnership with two veterans in the pet food field, Rich Rothamel and Dr. Larry Hawley, both of whom hold multiple patents in the industry.
In a Bredwell store or on the website, customers can take a test that asks about traits such as size, breed, age, temperament, and lifestyle. This information helps target optimal nutrition for each dog, enabling Bredwell to select the right amount of ingredients and recommend one of four Bredwell Bits (Adult, Active, Healthy Weight or Senior). The specially formulated Bredwell Bit is packed with 23 essential vitamins and minerals, plus nutrients like omega-6 and omega-3 fatty acids, providing complete nutrition and satisfying crunch.
After selecting the appropriate type and amount of Bredwell Bits, customers can choose a locally sourced, restaurant-friendly protein and garnish for their dog’s meals or meal kits. Protein options are chicken, beef, pork, and salmon. Garnish options are peas, carrots, and bell peppers. Dried apples, cranberries and blueberries. And bacon and cheese.
When David Shade suggested his family start a business together, they decided to target the pet space, as they are big dog lovers, and saw the appeal of an option like Bredwell’s. Plus, the family felt the time was right, as pet ownership and spending had increased over the past two and a half years. In 2020, the pet space has grown by 7% to become a $30 billion industry; It is expected to grow another 5.5% in 2022 and an additional 5% in 2023. This reflects the increase in pet ownership, which in 2020 went from 67% of all US households to 70%.
Featured image: Bridwell