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Responding to changing consumer shopping habits, Eukanuba is introducing a new 12kg format in its dry dog food.
With 10-15kg bags of food now worth 45 percent of dog food sales in the UK*, Eukanuba has responded with the introduction of a 12kg dry offering at a lower price point to support retailers in achieving stronger sales in the category.
Eukanuba’s whole range including Puppy, Adult, Mature & Senior, Light/Weight Control and Breed Specific will all be available in 12kg formats from April 1st 2016.
Julie Nottage, pet specialty channel leader for Eukanuba commented, “We are constantly reviewing market and consumer trends to ensure that we respond to be able to provide retailers with the best products to bolster premium sales within the pet food category.
“We feel that the new format will provide independent, specialist and national retailers with a competitive product offering and will be appealing to consumer with a lower absolute price point. The promotional price and POS materials will further support sales and encourage more consumers to trade up to a more premium product. ’’
*GFK Pet Food Report 2015
