P&G petfood business rolls out £5m Eukanuba relaunch

Procter & Gamble-owned petfood business Iams is ploughing up to £5m into relaunching its Eukanuba premium dogfood brand across Europe.

Eukanuba has been reformulated with new ingredients to meet various lifestage, breed size and lifestyle needs of dogs. These include an antioxidant package to protect cells from ageing and support the immune system, and a joint management system which supports cartilage production. New packaging for the product is also being rolled out through September. The size of the packaging will not change.

The relaunch will be supported by a press and direct mail campaign through Saatchi & Saatchi.

The Iams Company in the US was bought by P&G for £1.4bn in August last year.

P&G handed Saatchi the estimated £90m global brief to launch Iams petfood worldwide (MW January 13).

Eukanuba is distributed through specialist outlets, such as veterinary surgeries and pet shops. A Eukanuba spokeswoman says there are no plans for wider distribution of the product, adding: “We market it as a super premium speciality brand of dog- food, which is why the distribution outlets are only speciality outlets.”