Mars Petcare extends Pedigree Ranchos range

Mars Petcare has expanded its portfolio of treats with the launch of Pedigree Ranchos Lastin’ Layers and Reward Centres this month.

The pet food company claims that these treats are designed to be long-lasting to keep dogs entertained and occupied for longer.

It also said that the treats provide a “fun but safe” solution when it comes to treating.

Both products carry a “safe texture” endorsement from the European Veterinary Dental Society (EVDS), indicating a chew safe for dogs’ teeth.

Pedigree Ranchos Lastin’ Layers are made from a combination of safe rawhide for a crunchy outer, with chicken and carrot or beef flavour inners, while Pedigree Ranchos Reward Centres are long-lasting chews filled with natural chicken created in layers and available in both mini and maxi sizes.

Angela Cameron, European brand director for Pedigree, said: “Research has shown 69% of dog care and treats market growth came from the rise in meaty and raw treats in 2021. With 54% of shoppers thinking of Pedigree as a ‘Meaty Treats’ brand, we are perfectly positioned to cater to this growing demand.

“Through the launches of Pedigree Ranchos Lastin’ Layers and Reward Centres, we are aiming to support dog shoppers entering the meaty category safely and will support the roll-out with in-store activation to drive trials among new and existing shoppers.”

She added: “We’re very proud that Pedigree Ranchos Lastin’ layers and Reward Centres will be the next products in the Mars Petcare portfolio to carry the EVDS endorsement, expanding the market of safe textured chews.

“Strengthening Pedigree’s already beloved Ranchos range, these treats offer something different for pets. Boasting multiple flavours and sizes, we hope the launch will help encourage pet parents to learn more about how best to look after their pets’ dental health via the treats they choose.”