Mars Petcare has unveiled the launch of a new “natural-inspired” range under its premium dog brand, Cesar.
The new range features a multipack format, and is the brand’s first wet multi-serve option, Cesar Natural Goodness Cans. It caters for two to three servings.
The products are available in 100% recyclable packaging, contain 100% natural ingredients with vitamins and minerals, are grain-free and contain a selection of “wholesome” ingredients, including cranberry, sweet potato and beans.
The ‘Natural Goodness’ products reportedly “tap into the premium and natural trends seen across the petcare category”.
They contain a higher meat and animal derivative content (+12%) and lower fat content (-1%) than the Cesar core range, and the range will launch in three flavours, rich in chicken, garnished with sweet potato, peas and cranberry, rich in beef, garnished with carrots, green beans and herbs
There will also be a flavour rich in lamb, garnished with carrots, potatoes and spinach. It will reportedly give retailers a more premium offering to tempt Cesar shoppers and those looking for a multi-serve option.
Arthur Renault, marketing portfolio director at Mars Petcare said: “After our success in 2020, where Cesar’s value growth eclipsed the combined value growth of four of our single serve competitors, we knew we wanted to continue driving momentum. Half of our Cesar shoppers wanted the brand to offer a multi-serve option and we listened. This is how Cesar ‘Natural Goodness’ came to life.
“The range is designed to offer shoppers something even more luxurious to Cesar’s core range. As it’s clear that many pet owners are unwilling to compromise on the quality of the food they purchase for their four-legged companion, demonstrated by natural-inspired pet foods achieving +14.8% growth over the last 12 months.”
The new range will be available in a single can format and a multipack of x6 (x2 of each flavour), carrying a RRP of £1.80 and £10 respectively.