Mars Petcare has welcomed its premium cat food brand Sheba’s performance after a “strong” first year for its latest product launch, the Sheba Fine Flakes in Gravy range.
The three-strong Sheba Fine Flakes in Gravy range – Succulent, Poultry and Fish Selection – delivered £2.5m retail sales value in 2020. The brand as a whole experienced value growth of 1.8%.
Launched in January 2020, Sheba expanded its pouch offering to combine its best-selling flavours with its best-selling texture. Sheba Fine Flakes in Gravy won the Product of the Year Awards 2021 in the Cat Food category.
Arthur Renault, marketing portfolio director at Mars Petcare, said: “As a premium brand, it’s important we continue to innovate to encourage shoppers to trade up, choosing from a variety of quality products. Pet food purchases are highly planned, often shoppers visit the fixture on ‘autopilot’, picking up their usual product and moving on, so standing out via new products is key.
“We know that pet owners will pay more for products that are inspired by human culinary trends, an insight that Sheba is built upon. Sheba Fine Flakes in Gravy has helped us capitalise on this further, and with 78% of pet parents say the quality of the food they give their animals is as important as the food they eat themselves,it has played a key role in driving premium pet food sales.”
He added: “At a time when we are seeing new pet parents rapidly entering the category as a result of the Covid-19 lockdown and people spending more time at home, premium options have continued to perform well.
“Demand is high and shopper purchasing habits have steered towards bulk packs as customers do larger, more infrequent shops. Sheba Fine Flakes in Gravy is available in multipacks of 12, with 40-packs available across our wider range, so that we are offering shoppers choice from Sheba.”