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Mars Petcare launches new premium ‘superfood’ with £3m campaign

Mars Petcare’s new brand, PERFECT FIT™, launched on January 20. The new cat and dog food will play to rising demand for “super premium, advanced nutrition”.

PERFECT FIT™  was developed in collaboration with vets and nutritionists at the WALTHAM® Centre for Pet Nutrition and Banfield® Pet Hospitals. The brand is aims to go “beyond food” by offering a holistic experience based on three pillars – “Feed, Move, Play”.

Through 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™ product addresses these most common health needs on top of three specific benefits tailored to the pet’s individual needs.

Stocking premium products

PERFECT FIT™ 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™ dog products will launch shortly after in February 2017.

Elen Gyulnazaryan, PERFECT FIT™ brand manager said: “Super 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 £400 million by 2020.

We know that shoppers are increasingly willing to pay a premium for quality, plus they’re more and more health conscious in all aspects of their lives. So we’ve tapped into these trends and created what we see as a real “superfood” brand for pets – PERFECT FIT™ – which we’re confident will drive growth in the category for retailers.”

Customer engagement

The launch of PERFECT FIT™ will be supported by a £3 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.

Elen offers advice to retailers on how to make the most of the brand launch: “To 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.

“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.”

The PERFECT FIT™ website is now live in the UK, and throughout 2017 will bring to life the three brand pillars of “Feed, Move, Play” with digital activations and services for pet owners.

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