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Applaws has announced it has updated the packaging of its Taste Toppers range in a bid to to drive up shopper appeal, boost sales and respond to increasing demand for natural, health-focused pet food toppers.
The natural pet food company said its new packaging has been designed so that the products are easier to find on shelves and possess stronger flavour cues.
The brand added that the upgraded wrapping better displays the toppers’ natural credentials, as naturalness and ingredient transparency have been identified as primary priorities for consumers.
Recent research has suggested that 83% of UK pet owners view natural ingredients as an important factor when selecting pet food, making it the second most influential consideration in their purchasing decisions.
Transparency around ingredients was also highly valued, with 78% of shoppers reviewing ingredient lists to confirm natural claims.
Applaws said centering its packaging around these cues makes it easier for consumers to be confident and informed in their purchasing decisions.
Founded in 2020, the company’s line of Taste Toppers includes gravies, jellies, broths, bone broths and stews made from real fish and meat that can be added to pets’ kibble, targeted particularly at accompanying its own dry food.
Commenting on the refreshed outward appearance of its toppers, Applaws manager Jennifer Warder said: “As the wet complementary category continues to grow, worth £693m, retailers are increasingly looking for products that combine strong shelf presence with clear, effective consumer communication.
“Our new Taste Toppers design delivers on both, showcasing our natural credentials while helping shoppers quickly understand how to use the products to enhance their dog’s mealtime experience.”
She added: “Today’s consumers want simple, natural ingredients they can trust, while also bringing variety and excitement to their dog’s diet,” added Jennifer. “Taste Toppers deliver on both fronts, and the refreshed packaging brings that story to life more clearly than ever – creating a more seamless purchase journey.”
