Mars Petcare has unveiled Perfect Fit, a premium range aimed at addressing the five most common health needs of cats and dogs.
Developed in collaboration with vets and nutritionists at the Waltham Centre for Pet Nutrition and Banfield Pet Hospital, the new lineup of dry food is rolling out in cat variants now – with dog products set to arrive on shelf next month.
The options for cats are available in 190g, 750g, 2.8kg and 7kg packs, with rsps ranging from £1.39 to £29.99. Flavours include chicken, salmon and turkey for life-stages kitten, adult (1+) and senior (7+). Each cat SKU is formulated to promote healthy digestion, urinary tract and coat, as well boosting the immune system and managing weight. The dog selection substitutes urinary wellbeing with oral health, with pack sizes from 825g to 14.5kg (rsp: £3 to £40).
The NPD is to be supported by a £3m spend across TV, digital and sampling activity.
Premium dry products presented a huge opportunity for retailers, said Perfect Fit brand manager Elen Gyulnazaryan. “Shoppers are increasingly willing to pay a premium for quality, plus they’re more and more health-conscious in all aspects of their lives,” she added. “So, we’ve tapped into these trends and created what we see as a real superfood brand for pets.”
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