The Lancashire-based company said the range has undergone a full rebrand to make it feel “fresh, fun and modern, helping it to boldly stand out on shelves, in a predominantly beige category”.
Featuring bright colours and new designs, the packaging includes call-outs that shoppers look for as a key priority, for example “gentle on tummies”. Additionally, the company announced the brightly coloured range was designed following detailed semiotic research, which looks at subliminal cues for shoppers.
Research into ‘humanisation’ trends found that pack claims which mimic human diet trends such as grain free, sugar free, all-natural ingredients, ingredient provenance, number of ingredients, have surged in popularity in recent years.
Alongside the rebrand launch, the cat and dog food brand has launched a selection of new formats and flavours, in response to the “new pet food diet trends and preferences”.
Webbox Naturals’ Dry Cat will now be available in a 700g pack size, and the recipe includes added wholegrains for slow release energy, as well as 30% more chicken than the previous recipe.
The range now includes chicken with duck and wholegrains as well as chicken with salmon and wholegrains.
The range of Webbox Naturals 400g wet dog trays have been expanded with new recipes including chicken with sweet potato, green beans and red pepper, beef and chicken with potato, swede and carrot and lamb and chicken with sweet potato, peas and mint.
The company said all new recipes contain 65% meat as a minimum and have been designed in response to market research that found that shoppers are increasingly looking to purchase pet food that appeals to them too.
Webbox is also launching ‘Puppy and Senior’ offerings within their 150g Pate range following its research which shows that specialist food for different life stages are important to consumers, with dog senior and cat senior growing at 9% and 7% respectively year on year.
Senior brand manager Camille Ashforth said: “We’re always looking for ways to improve our products. In order to do this, we make sure we understand exactly what our customers and their pets are looking for, whether that be a fresh design, tasty new recipes or high-quality, nutritious ingredients.
“As a retailer with over 135 years’ experience, we want to be at the forefront of industry developments and research by continuing to invest in innovative high-quality pet products that appeal to a broad range of customers, whatever their budget.
She added: “As well as our new product developments, we’re looking forward to shaking up the naturals category with our new rebrand.”