Leading brand James Wellbeloved has launched its first superfoods dog range to meet the demand for premium and wholesome petfood.
Almost a third (30%) of millennials, in particular, see natural benefits as a key element when making pet food purchases, representing an opportunity to recruit younger consumers into the brand.
The range has had strong, positive consumer reaction during testing, with the dual shaped kibbles being perceived as healthier by pet owners. The packaging also proved a hit among these shoppers, with clear messaging communicating the natural and premium nature of the product.
Arthur Renault, Marketing Portfolio Director at Mars Petcare, comments: “The new superfoods range from James Wellbeloved is the brand’s biggest innovation in 15 years. Offering a premium petcare proposition for both adult dogs and puppies, it supports retailers in encouraging trade up.
"Since the pandemic began, consumers have started spending more time with their pets, with 72% of dog owners saying they prefer the company of their dogs to humans, leading to an increased desire to treat their companions to the very best.
“The ingredients in this dry food draw upon the super power of nature, with kale being a natural source of antioxidants, chia seeds containing omega 3, and the quinoa and sweet potato being a source of fibre. The importance of wellbeing among consumers is translating into the choices they are making for their pets, with 75% of pet owners reporting concerns over health, and it is becoming a key driver for purchase.”
The James Wellbeloved Superfoods range is rolling out in stores now in 1.5kg and 10kg bags with an RRP of £12.99 and £39.99 respectively.
The launch will be supported by in-store and online POS which call out the key benefits of the product and increase awareness of the launch.