Mars Petcare has moved into the supplements category for the first time with the launch of Pedigree Multivitamins.
The range of soft chews are formulated to address three key pet needs – immunity, digestion, and joint care. Each supplement contains 100% natural chicken, at least eight vitamins and are designed with active ingredients to help deliver specific benefits.
According to Mars, the UK supplements category worth £126m (Euromonitor) but only 10% of the supplements category is currently in a chew format. As the UK’s number one dog food brand (Nielsen), Pedigree will use its status to recruit new shoppers into the supplements category with an accessible proposition.
Angela Cameron, European brand director for Pedigree dog care & treats at Mars Petcare said: “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.
“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. 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.”
Pedigree Multivitamins will be available in three variants to support joint care, digestion, and immunity, with an RRP of £6.50 for an 180g pack.
