Nestlé Purina has launched Beyond, a new super-premium dry dog food brand. The first of its kind in the Purina portfolio, the launch is designed to meet growing demand for a new type of super-premium product in the dry dog food category.
Beyond consists of two sub-brands, Simply 9 and Superfood Blend, with three different recipes. Simply 9 has simplicity at its core by containing nine key ingredients, whilst Superfood Blend combines nutrient dense ingredients. Aimed at consumers who want to know more about the ingredients in their dog’s food, Beyond provides shoppers with simple messaging with claims and key ingredients explained on pack, whilst also providing dogs with complete and balanced nutrition.
Amie Farrell, Beyond Brand Manager, commented: “We believe Beyond will carve out a new space in the category, with its appealing and simple description of what goes into each bag – from the perspective of both ingredients and expertise.”
Beyond is available now with an rrp that ranges from £9 for 2kg to £38 for 10kg packs.
The launch is supported by a considerable media spend, spread across shopper marketing, social, digital and TV advertising.
