Mars Petcare's\u00a0new brand,\u00a0PERFECT FIT\u2122, launched on January 20. The\u00a0new\u00a0cat and dog food\u00a0will play to rising demand for\u00a0"super premium, advanced nutrition".\r\n\r\nPERFECT FIT\u2122 \u00a0was developed in collaboration with vets and nutritionists at the WALTHAM\u00ae Centre for Pet Nutrition and Banfield\u00ae Pet Hospitals. The brand is aims to go \u201cbeyond food\u201d by offering a holistic experience based on three pillars \u2013 \u201cFeed, Move, Play\u201d.\r\n\r\nThrough science and research, Mars Petcare has identified the five most common health needs of cats and dogs. The Total 5 formula within every PERFECT FIT\u2122 product addresses these most common health needs on top of three specific benefits tailored to the pet\u2019s individual needs.\r\nStocking premium products\r\nPERFECT FIT\u2122 cat products will be available in pack sizes 190g, 750g, 2.8kg and 7kg. Available flavours will include chicken, salmon and turkey for life-stages kitten, adult (one+) and senior (seven+). The range of PERFECT FIT\u2122 dog products will launch shortly after in February 2017.\r\n\r\nElen Gyulnazaryan, PERFECT FIT\u2122 brand manager said: \u201cSuper premium dry products are a huge opportunity for retailers, and we estimate that the combined value of the cat and dog dry market will be well over \u00a3400 million by 2020. \r\n\r\nWe know that shoppers are increasingly willing to pay a premium for quality, plus they\u2019re more and more health conscious in all aspects of their lives. So we\u2019ve tapped into these trends and created what we see as a real \u201csuperfood\u201d brand for pets - PERFECT FIT\u2122 - which we\u2019re confident will drive growth in the category for retailers.\u201d \r\nCustomer engagement\r\nThe launch of PERFECT FIT\u2122 will be supported by a \u00a33 million activation campaign in the UK, including a TV advert, digital awareness campaign and a huge sampling campaign. A full range of POS materials will be available for retailers to bring this launch to life in store.\r\n\r\nElen offers advice to retailers on how to make the most of the brand launch: \u201cTo launch a new brand in-store, we recommend that retailers do all they can to draw the attention of shoppers to the new product and disrupt the shopper journey, with a tailored message or call to action at each touch-point. \r\n\r\n"We have developed a strong, distinctive brand that is noticeably new and unique to the category. The strong new logo, powerful use of colour and vibrant photography will capture the attention of shoppers, improving brand navigation and SKU identification.\u201d\r\n\r\nThe PERFECT FIT\u2122 website is now live in the UK, and throughout 2017 will bring to life the three brand pillars of \u201cFeed, Move, Play\u201d with digital activations and services for pet owners.\r\n\r\nFor more information go to\u00a0https:\/\/www.perfect-fit.co.uk\/.