Nestlé Purina Petcare is investing &£5m in the pan-European launch of a new petcare brand called One. The product is for both cats and dogs and will be offered as a product that can gives them everything they need to be healthy in one meal.
The range is to be launched in July and Publicis is developing a campaign for the product. It is understood that Nestlé has earmarked &£5m for the first six months and will match that figure for the following six months if the product proves successful.
It is understood that the products in the range are designed to give cats and dogs all the vitamins and nutrients that the need to ensure that they are healthy, but will also offer additional benefits, such as protection for healthy teeth. Industry insiders say that it is the biggest launch to come out of Nestlé Purina.
The petcare market is dominated by Nestlé and Masterfoods, which owns the Pedigree and Whiskas brands. Both companies have invested in innovations such as cat milks, treats and products that offer dental protection. There has also been a rise in services such as pet insurance plans.