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