The Pedigree Dentastix comes in a bitesize format, giving pet owners “more freedom to build vital oral care into their existing routine”.
The product helps to prevent plaque build-up in pets, and has launched in chicken and beef flavours, with mini or maxi options for smaller or larger dogs.
The bite-size Chewy Chunx can be offered to dogs multiple times a day and contain less than 3% fat, with 15 calories per treat and no artificial flavours or added sugars.
Mars Petcare said that the product has “gone through a rigorous development process”, with collaborations from internal experts in pet nutrition.
It will carry an RSP of £1.65, and the launch will be supported with social media activation and TV.
Arthur Renault, marketing portfolio director at Mars Petcare, said: “We are extremely passionate about providing pet owners with new products which help them care for their dogs and know a one size fits all approach doesn’t work.
“By extending our Pedigree Dentastix range with bitesize Chewy Chunx, we are offering more ways for owners to add to their pet’s oral care routine aiming to attract new shoppers through an innovative proposition from a brand people know and trust.”
He added: “Over the last 12 weeks, as inevitably owners have spent more time at home with their dogs, we have seen Pedigree Dentastix grow +10.3% versus this time last year.
“This is a trend we hope to see continue and that represents a fantastic opportunity for retailers to capitalise on demand by adding exciting new products to the much loved Dentastix range.”