That’s a Wrap! PEDIGREE® launches new PEDIGREE® Wrap

Mars Petcare extends its dog care & treats range with new product from PEDIGREE®

Today, Mars Petcare launches PEDIGREE® Wrap – expanding its bonding Care & Treats range in the ‘meaty’ sub-segment.

With the ‘meaty’ segment in 32% value growth in 2018, PEDIGREE® wants to offer consumers what they want: a trusted brand, and a safe and enjoyable bonding treat that we know dogs will love.[1]

PEDIGREE® Wrap is made with 40% real chicken and safe chopped beef rawhide, with no added artificial flavours or colourants.

Carmen De Vos, PEDIGREE® Senior Brand Manager Dog Care & Treats, explains the insight behind the new product: “As our relationship with our pets becomes more emotional, owners want to have more special moments of bonding and connection. Our new product, PEDIGREE® Wrap, gives dogs a differentiated experience that starts with an irresistibly chewy chicken wrap, followed by a deliciously munchy stick.”

PEDIGREE® Wrap is available across the UK market, at an RRP of £2.50* (pricing at the sole discretion of the retailer). PEDIGREE® Care & Treats will continue to be supported through below the line marketing campaigns throughout 2019.

Top Tips for Merchandising Dog Care & Treats:

Treats can drive category growth and value for retailers – here’s how to make sure you maximise the opportunity:

  1. Make sure you give space on top of PEDIGREE® Treats’ existing range by expanding the space given to Dog Care & Treats.
  1. Site in the centre of the aisle, between wet and dry, next to super premium main meal offerings, to attract maximum footfall and appeal to those who already spend most on their dogs. PEDIGREE® Wrap should be situated between high meat and occupational treats.
  1. Engage shoppers to drive impulse purchase through secondary siting such as clip strips, off aisle feature, on aisle display.