Nestlé has announced the launch of Purina Beyond, a premium dry dogfood brand made with natural ingredients.
The NPD consists of two sub-brands, Simply 9 and Superfood Blend, offering a total of three recipes. Simply 9 aims for simplicity at its core by containing nine ‘key’ ingredients, while Superfood Blend is ‘nutrient-dense’.
Launching nationwide next month in grocery and specialist stores, Beyond will be available in packs of 2kg (rsp: £9) and 10kg (rsp: £38).
“We’ve seen considerable growth of a new petfood category that’s being driven by consumers wanting simpler messaging from brands and a two-way dialogue, so it’s really exciting to be launching a brand that delivers this,” said Amie Farrell, Beyond brand manager.
“It’s therefore an extremely exciting time to be launching a brand that is designed to meet these needs. We believe Beyond will carve out a new space in the category, with its appealing and simple description of what goes into each bag - from the perspective of both ingredients and expertise.”
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