Pedigree tackles canine obesity with doggy diet app

Pedigree is looking to do its bit to tackle dog obesity with the launch of Tracks, a personalised app which creates tailored menus and monitors activity levels for dogs, in Mars UK’s first push into the mobile pet care category.

The free iPhone, Android and Windows app looks to address the lack of awareness around the amount of exercise and food a dog needs through an activity monitor, an exercise plan and a feeding menu which are tailored around a dog’s weight, breed, age and preferences. It also offers training tips and videos.

Jo Ladbrook, dog portfolio director for Pedigree told Marketing Week: “It’s certainly a first for Pedigree and Mars in the UK. What makes it unique is it brings together being a dog owner and being a responsible dog owner, which hasn’t been done before, through exercise and nutrition.”

Ladbrook says the app is based on 2014 research commissioned by the brand which shows that 43% of the UK’s dog population is overweight.

“Obesity is becoming so prevalent with dogs, and Pedigree has a responsibility to help,” she says. “We want to engage people so they can understand if they’re exercising their dog enough, and know that little things can make a difference.”

The brand hopes to highlight the nutritional value of wet food, which is four times less calorie dense than dry food, and will also provide guidance around the amount of treats and dental care products dogs should be fed.

Ladbrook says the app provides the perfect opportunity to talk about the brand and its role in nutrition for dogs.

“Pedigree wants to make sure we provide high quality nutrition at highly affordable prices, but we also want to make sure we’re doing it in a way that’s consumer-centric.

“Dog wellness is at the heart of what we do, and exercise plays a key role in that.”

The app will be promoted through in-store activity as well as on the brand’s social media channels, while Pedigree has also partnered up with the BBC’s Sara Cox to drive PR around the launch through BBC Radio.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here