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| PET GAZETTE | PET FOODS UK ADVERTORIAL
PET FOODS UK
NE W D ES I G Barking
N - N Heads
EW and
N A Meowing
MES
the D
grooming
SA ME GR Heads
EAT visit
P RO
U CT S parlour
T
o celebrate their tenth
anniversary, sibling
brands Barking Heads
and Meowing Heads have
had a makeover. After a
period of transition over the
summer, Pet Food UK’s fl agship brands are
now fully salon-ready, on shelf, and proving to
be a hit with old and new shoppers alike.
“After 10 years of making fantastic quality
products, we thought it was also time to ensure
we looked both ‘best in show’ and catwalk-
ready”, says Andy Smith, marketing director.
More importantly, perhaps, the update
sees the Barking Heads and Meowing Heads
brands focus more on out-and-out fl avour,
versus a stronger focus to date on positioning
their range as solutions to specifi c health needs
or conditions.
“It’s true that this represents a slightly different
approach to days gone past”, explains Smith.
“However, while the recipes still deliver the
same great benefi ts to dogs and cats with skin,
coat, or digestive issues, for example, we also
wanted to appeal to the far greater number of
shoppers who are buying on fl avour fi rst and
foremost.”
According to research carried out by PFUK,
over 80 percent of shoppers do not buy their
dog and cat food based on a specifi c health
or wellness concern relating to their animal,
but on other important aspects like fl avour,
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NATURAL INGREDIENTS
P L U S A D D E D V I TA M I N S & M I N E R A L S
naturalness and meat content. “We are
confi dent this will not only widen the brand’s
appeal, but also help to drive higher sales for
our stockists.”
The pack update also includes improvements
to labelling so shoppers can more easily and
quickly choose the right products for them.
The whole range is now consistently arranged
according to life-stage (adult/senior/puppy or
kitten) and breed size (large dog/small dog/
medium dog) to help shoppers, especially
when choosing products in store or online.
In addition to updating their existing
ranges with new pack designs and product
names, the brands are also launching new
fl avours to complement the range of meals
already available. Barking Heads’ new “Beef
Waggington” has already launched in wet and
is now available in the dry range. Meowing
Heads has updated existing recipes in line with
their new ‘fl avour fi rst’ strategy too: launching
four brand new and improved recipes in Paw
Lickin’ Chicken, So-fi sh-ticated Salmon, Surf &
Turf, and Top-Cat Turkey.
In line with evolving shopper trends, Barking
Heads and Meowing Heads have launched
their new wet ranges in easy-to-use pouches.
Providing increased impact at shelf, the products
are outperforming expectations since launch.
“The concept was about offering shoppers
high quality foods in a format to match,” says
Smith. “Our wet foods are now gently steam
cooked in their pouches at lower temperatures,
so we can ensure a fuller fl avour and more
tender product. Plus, the products now look
really impactful and appealing on shelf,
especially for shoppers who are looking for
higher quality, convenient meals to feed their
furry friends. The packaging needed to refl ect
all of that.”
A few weeks into the rebrand process,
and sales are looking good. Rate of sale is
increasing, according to Smith, on existing core
range lines. And the new pouches are really
grabbing the imagination of shoppers, with
Beef Waggington and the new cat recipes in
particular surpassing stockists’ expectations.
If you want to know more about the rebrand
or want to list more Barking Heads and
Meowing Heads products, you can contact the
team directly on [email protected]
or call 0808 1008885.
www.barkingheads.co.uk
October 2018