Mars Petcare is debuting into the supplements category with the launch of a trio of new Pedigree multivitamins.
Available now, each soft chew supplement contains 100% natural chicken, at least eight vitamins and are designed with active ingredients to help address and deliver on specific benefits for dogs, such as immunity, digestion, and joint care.
Continuing its mission to make a ‘Better World for Pets’, the launch from the FMCG brand follows findings that revealed that only 10% of the category is currently in chew format, which gave Mars an opportunity to address the gap in the market.
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Pedigree multivitamins will be available in three variants including, joint care, digestion, and immunity with an RRP of £6.50 for an 180g pack.
As the UK’s number one dog food brand, Pedigree is making it easy for pet parents to offer their pets supplements with multivitamins in a small soft chew format, but are also designed to be safe for all dogs no matter their size or breed.
The pet supplements category is already worth £126m in the UK, but the brand believes there is room for growth.
“As the nation continues to become increasingly interested in taking care of their own health, more and more pet parents are looking for ways in which they can take more proactive care of their dog’s health,” European brand director, Pedigree and Dog Care & Treats at Mars Petcare, Angela Cameron said.
“We know that 55% of those owners that buy dog supplements currently also take supplements themselves, therefore we understand the importance of ensuring supplements are accessible, affordable and understandable as there is appetite from consumers to keep their pets as healthy as possible.”
Cameron added: “There is room to grow the category further and Pedigree, as a brand people know and trust, is ideally placed to support retailers in doing so.”
In other pet related news, cat treat brand Temptations has expanded into the mealtime category with the launch of Temptations Dry Cat Food.
