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| PET GAZETTE | TRADE TALK
WAGG UNVEILS NEW PACKAGING AS PART
OF MAJOR REBRAND
The brand hopes to create a ‘clear, recognisable identity’ across all its products
UK dry dog food brand, Wagg, is
relaunching its entire range of dog food in
a bid to help it stand out and attract new
customers while driving sales amongst
existing ones.
IPN, the owner of the Wagg brand, has
invested £500,000 in relaunching the
packaging to ensure it conveys the quality of
its dry dog food and dog treats whilst giving
consumers quick, simple access to all the
important nutritional information on the pack
itself. Wagg will also launch a new website
with an aim to give pet owners easy access
to detailed information about its products.
The company conducted research ahead
of the relaunch and found that many
customers believed its current packaging
was “very overwhelming” and claimed the
language used can be “confusing”. Wagg
made changes to its packs to ensure all
the important information is now clearly
displayed in easy to understand language.
All additional information has been moved
to the website, so the packs can stay clean
and clear.
Lucy Stones, brand marketing manager
for IPN, the owner of the Wagg brand, said:
“We believe it should be as easy as possible
for the average person to feed their pet well,
giving their animals exactly what they need
without having to pay a premium price.
“We decided to invest in a relaunch
of our packaging and website to clearly
communicate this belief whilst being as
transparent as possible that only good stuff
that goes into our food. Another important
consideration for us was ensuring that we
communicate the care and quality that goes
into every single one of our Wagg products.”
COUPLE SET UP HEIGHTS FARM PREMIUM
PET FOODS FRANCHISE IN PRESTON
Alison and Steve Critchley have run various businesses over the years
Married couple Alison and Steve Critchley
have set up a new franchise delivering
premium quality pet food in the Preston area
as part of the Bolton-based Heights Farm
Premium Pet Foods’ operation.
Stephen Ward, founder and owner of
Heights Farm Premium Pet Foods set up the
company in response to his own experience
of the pet food industry when his Douge De
Bordeaux Mastiff, Milo started to develop a
number of allergies.
Heights Farm has enjoyed steady and
consistent growth over the past six months
through word of mouth. The model is based
on a personal one-to-one service, with
products not available on the high street
delivered to the doors of customers.
Steve said: “We love the outdoors, walking,
meeting people and we, obviously, love
dogs. Running our own franchise means
we can have our own dog with us too.
Owning a dog is a massive responsibility
and making sure they have the correct diet
is very important. We want to be able to
help pet owners make the right choice in
deciding what to feed their animals and for
us that choice was Heights Farm Pet Foods’
hypoallergenic dog food.”
MARS PETCARE LAUNCHES
‘CLEAN EATING’ PET FOOD
Nutro’s Wild Frontier range is said to be high in protein, grain-free and made with
non-GMO ingredients
Mars Petcare UK has launched Nutro, a new
premium pet food brand which uses its “feed
clean” philosophy, to bring the clean eating
trend to cats and dogs.
Nutro’s Wild Frontier line claims 70 percent
of its ingredients are sourced from animals
and the range is said to be high in protein,
grain-free and made with non-GMO
ingredients.
Nutro has attempted to respond to the
growing consumer demand for clean,
natural products in all aspects of their lives –
including for their pets. The brand’s ethos is
www.petgazette.biz
that pet food should be “simple, purposeful
and trustworthy”.
The Nutro Wild Frontier range, which
includes 18 SKUs across cat dry, dog dry
and dog wet food, will be available for pet
specialists stores to order from 10 September.
Jo Ladbrook, natural portfolio director,
said: “Clean eating is the number one
human food trend; over 52 percent of
consumers believe that foods with fewer
ingredients are more healthy. This trend
extends into the pet food category. With a
growing demand for more natural products,
we are projecting that it is a trend that will
drive two thirds of the UK Petcare category
growth to 2020.
“Pet owners are increasingly choosing
foods that mirror their own desire for more
natural foods and Nutro approaches this
challenge with its “Feed Clean” philosophy of
natural, simple, purposeful and trustworthy
ingredients. Through this approach we will
be able to bring further premiumisation to
drive category growth.”
October 2018