Mars Pet Care Co. will launch a new pet food brand next month, including
in-store promotions and a TV and print campaign.
The new brand, Goodlife Recipe, includes a range of cat and dog food and
snacks. Marketing for the brand plays up its premium ingredients and mainstream
"Customers told us they wanted higher-quality food options at an
affordable price," said Margaret Mitchell, Goodlife Recipe's marketing director,
in a statement.
As of March, the brand will be available in US
supermarkets, mass-merchandise stores, and specialty pet stores including
PetSmart, Petco, and Pet Supplies Plus.
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