Masterfoods is investing &£5m in a pan-European relaunch of its Pedigree dry pet food range as part of a wider revamp of the Pedigree brand. It is understood that the relaunch will be supported by a full marketing package, including television advertising.
The new range, which will be launched in the middle of the year, has been completely reformulated and will also have new packaging. It is understood that the revamp will include the Complete dry pet food and dog snack ranges.
An industry insider says the revamp is aimed at improving both the quality of the product and consumer value. Masterfoods is investing &£27m in a wider repositioning of the Pedigree brand in a bid to broaden its consumer base. It has launched a TV campaign featuring mongrels and crossbreeds as well as the pedigree dogs that it has traditionally used. Pedigree dropped the “Top breeders recommend it” line in 2001.
Dry pet food is a competitive and lucrative category as the products can offer health benefits to pets. The three major players in the market – Masterfoods, Nestlé Purina Petcare and Procter & Gamble – have all made acquisitions in the past few years to establish a foothold this area. P&G bought Iams in 1999, while Nestlé acquired Purina and Masterfoods bought Royal Canin in 2001.