For me, Blue lost some of its panache when it starting showing up at PetCo and Petsmart. They've always felt like the mass market to me. But now, Blue is stepping down another rung to make its entry-level Life Protection Formula available to a whole new group of shoppers at Target and the supermarkets.
There could be a good reason for this. According to the Packaged Facts blog, Blue acknowledges that its pet supply superstore sales have slowed as more and more people shop for cat food online.