Mars Petcare has introduced a selection of new products to its seasonal range in a bid to drive festive sales this Christmas.
Launched this month, the new additions will span three of its brands, Pedigree, Sheba and Dreamies. “Festive” main meals will now be available from Pedigree and Sheba for the first time.
The main meals from Pedigree and Sheba both come in packs of 12 with two flavours – Sheba Turkey and Chicken and Pedigree Turkey and Chicken. The full product range is available to order now.
The latest expansion will also see the introduction of new treats including Dreamies Salmon and Turkey Mix, Pedigree Schmacko Turkey and Pedigree Rodeo Turkey.
The group is supporting the new launches with TV advertising for Pedigree and Dreamies in what will be “its biggest seasonal campaign to date”.
The nationwide campaigns will be in excess of £1m and run throughout November and December.
The latest launch follows the release of Mars Petcare’s first annual category report, The Rising Power of Pets in Pandemic Britain, which explored the rise in owners referring to themselves as pet parents.
It found that a quarter of pet owners explicitly admit that they celebrate Christmas with their pets, opening up an “opportunity for retailers to offer a festive meal solution in the pet food aisle”.
The group added that Dreamies welcomed a12.9% growth whilst Pedigree treats grew 11.8% from the week of the UK’s first Covid case in February to the partial lifting of lockdown 12 weeks later.
It noted that “against this backdrop, Christmas will be the perfect time to keep momentum going and encourage pet parents to keep treating their cats or dogs”.
Arthur Renault, marketing portfolio director at Mars Petcare, said: “After this year’s events, we can’t be sure what Christmas 2020 holds, but we know owners want to mark seasonal occasions with their pets, whether that be including them in gift giving or having a special meal for them to enjoy.
“Our Pedigree and Sheba main meals, inspired by festive flavours, have been designed for pets and their owners to come together and share a moment of happiness. In addition to this, we’re also bringing back past favourites with stockings and gift boxes for owners to spoil their pets properly this Christmas.”