Mars Petcare has rolled out Perfect Fit – a super-premium, advanced nutrition brand.
Developed in collaboration with vets and nutritionists at the Waltham Centre for Pet Nutrition and Banfield Pet Hospitals, Perfect Fit is described as offering “products which not only meet the nutritional needs of cats and dogs but will also provide a range of services that cater for their broader health needs, from exercise to mental stimulation”.
Perfect Fit cat products are available now in 190g, 750g, 2.8kg and 7kg pack sizes. Available flavours include Chicken, Salmon and Turkey for life-stages kitten, adult (1+) and senior (7+). The range of dog products will launch in February.
The launch is supported by a £3m campaign in the UK, which includes a TV advert, digital awareness and sampling activity. A full range of POS materials will be available for retailers.
The Perfect Fit website is now live in the UK, and throughout 2017 will highlight the three brand pillars of “Feed, Move, Play” with digital activations and services for pet owners.
“Super premium dry products are a huge opportunity for retailers, and we estimate that the combined value of the cat and dog dry market will be well over £400 million by 2020,” said Elen Gyulnazaryan, Perfect Fit brand manager.
“We know that shoppers are increasingly willing to pay a premium for quality, plus they’re more and more health conscious in all aspects of their lives. So we’ve tapped into these trends and created what we see as a real ‘superfood’ brand for pets – Perfect Fit – which we’re confident will drive growth in the category for retailers.”
