The group said its latest designs are “fresh and colourful” to increase shelf appeal, and feature illustrations of a Labrador, a brown and white Terrier and a Boxer all “enjoying life to the full”.
The new HiLife pack designs are being rolled out over the coming months.
Commenting on the new packaging, Suzy Broughton, product manager, said: “It really came about because of the success of our HiLife ‘It’s only natural’ range. Nearly two years ago we updated its packaging with our cat and dog illustrations and sales have continued to rise with our natural pet food up 30% YOY.”
“Building on this success, we decided to do the same for other HiLife ranges. We understand it is a careful balance with established products like HiLife Feed Me! and it was important to deliver an instantly recognisable design to reassure existing customers there is no recipe change.”
She added: “We are delighted with the results. The new designs will definitely increase category stand out and continuity across the ranges will make it easy for shoppers to find HiLife products instore and online”.