Natural Balance cat food to be launched

11-02-2008 | |
Natural Balance cat food to be launched

Purina One, Nestlé Purina’s super-premium quality grocery brand, is to reinforce its market position with the launch of Purina One Natural Balance.

Backed by a £2.5 million marketing campaign, the new
product includes natural ingredients to capitalise on consumers’ growing desire
for healthier, convenient food products for themselves and their
pets.

Natural ingredients
Made with steam cooked meat or fish,
the new product range also uses ingredients from natural sources such as
blackcurrant and soya bean oil. In addition fibre-rich wheat, oat and wholesome
grains help promote digestive health, while vitamin E and other antioxidants
help support a healthy immune system and omega fatty acids a healthy skin and
coat.

Marketing campaign
The launch of Purina One
Natural Balance will be supported by a fully integrated marketing plan to build
awareness, educate and drive trial. The campaign will reach 2.5 million pet
owners giving 85% coverage (vs. ABC1 Women aged between 25 and 44) with 17 OTS
and will deliver 160,000 product samples to consumers.

Stephanie Case,
Senior Brand Manager for Purina One comments: “Purina One continues to drive
growth and build relevance to modern consumers through innovative new product
development. Purina One Natural Balance has been carefully developed based on
insight from our consumers who are demanding products that use natural
ingredients as their awareness of health and diet issues increases.” Purina One
Natural Balance joins the existing Purina One range to help promote visible
health in cats. Purina One Natural Balance Dry Cat is available from March.

Product Range
• Purina One Natural Balance Dry Cat rich in
Chicken with Oats 300g
• Purina One Natural Balance Dry Cat rich in Chicken
with Oats 800g
• Purina One Natural Balance Dry Cat rich in Ocean Fish with
Oats 800g

Related websites:
Dossier AllAbout Pet Food  
Purina One  

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