Mars Petcare is launching Greenies Dental Treats to the UK specialist pet trade in May in a bid to help owners look after their dog’s teeth and gums more regularly.
The treats are “unique, complete and balanced” and available in both original and grain free formats. Said to be highly palatable, they are safe and easy to digest, and help reduce the build-up of plaque, tartar and freshen the breath.
Greenies Dental Treats have been accepted by the Veterinary Oral Health Council for tartar and plaque control, and endorsed by the European Veterinary Dental Society.
The injection moulding technology means each treat is shaped like a toothbrush, with the handle shaped like a bone to make it easy for a dog to hold between their paws. The bristles and grooves on the toothbrush end wrap around teeth for greater surface contact plus breakpoints so that bite sizes are safe and manageable. The chewy texture allows the teeth to sink into the treat all the way to the gums for more effective cleaning.
The valley in the ‘handle’ section guides the dog’s mouth naturally to the brush head as well as providing another groove for the teeth to fit into whilst the knuckle end provides further break points for maximum digestibility and lets the dog hold the treat with his paws for easier chewing.
Arthur Renault, Greenies marketing manager, said: “Greenies are a ‘functional’ dog treat, fulfilling the owner’s desire to treat their pet and meeting the dog’s oral health needs at the same time. There is a huge opportunity for our specialist pet trade partners to help educate and inform customers about oral health and to help expand the sector’s share of the oral care treats market which is currently only around 13%, compared to 18% in grocery.”
“Putting the fun into functional, Greenies offer the specialist pet trade – and most importantly the dogs they feed – a new way to feed a dental treat.”