News 1132 views last update:7 Aug 2012

Mars Petcare expands pet food brands

Pet food is a booming business and growing at 4.7% year-on-year. Mars Petcare therefore continues to expand its portfolio.

In the coming months Mars is launching three new jelly varieties of Super Premium 12-packs under its Sheba brand, and three new additions to its Whiskas Complete Dry range, which will also see a packaging redesign. Next month (January) fish-only packs will launch in Whiskas Kitten and there is a new premium Whiskas Senior Oh so… pack.

Healthy dog food
In dog food, Mars is hoping to excite health-conscious dog owners with its new Better By Nature! Dry food, launching next month. With "wholesome ingredients" and images of fresh vegetables on the packaging, Mars says this range will ensure it is the "first with a winning natural proposition", and is pouring £5.3m of investment into the launch. The Scotty dog will continue to be the face of Cesar, but the brand has been given a facelift with a new contemporary logo, and a new multipack of the 400g can will also launch in April 2008, as Mars says research has revealed this format takes a 65% share of premium wet dog.

Treats and snacks
In treats and snacks, Mars' focus is to drive penetration. Dentastix is the number one in this category but Mike Dixon, trade marketing manager, says there is "a big opportunity to educate and get more frequent use", as these snacks should be given on a daily basis. Since the launch in April 2007, Joint Care treats have delivered £3.7m to the category, says Mars, and with TV and advertorial marketing based around the 'six week challenge' (six weeks to see an improvement), Mars predicts Joint Care treats will soon be as big as Dentastix.

Related news:
Mars Petcare introduces new brand  
Mars plans new pet food plant in Arkansas   
Mars to open animal feed factory in Russia

Related website:
Mars Petcare

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