Harringtons, the UK’s no.1 natural pet food brand1, is extending its presence in the cat food sector with the launch of a new dry food range which has launched into Sainsburys and Asda and will shortly also be available in Morrisons and the Co-op .
Having identified a clear gap in the category, Harringtons is bringing the natural message across from its successful dog food range. Verified through an extensive research programme, the new range aims to add category value through a nutritionally superior product having listened to cat owners’ preference for fresh chicken in a higher meat content than declared by traditional brands.
“Cat food is a declining sector dominated by legacy brands and we believe that Harringtons ‘natural for all’ credentials can be a powerful disrupter and prove a popular mainstream choice for cat owners,” said Dan Reeves, Harringtons marketing manager. “All-natural ingredients are now the main purchase driver for consumers2 and the UK-produced Harringtons brand has a proven mix of quality ingredients and affordability to deliver everyday natural goodness.”
The product concept scored well with shoppers, built on already positive brand perceptions amongst buyers of Harringtons cat food and was judged a perfect fit with the Harringtons brand. In addition, the research showed consumers were willing to spend more and the new range was positively distinctive in offering something new to the shelf.
“The focus on natural will help retailers secure shopper trade- up, grow mid-tier sales and close the huge gap between everyday and premium,” added Dan Reeves. “We’re planning our strongest launch support to get off to a fast start, led by a shopper activation programme for in-store conversion including an off-pack TRY ME FREE offer and increased awareness through digital AV and social content. A major £2.1 million ATL marketing push including TV advertising, will follow in 2021.”
The range is available in chicken and salmon flavours and in 425gm (MRSP £2) and 2kg (MRSP £6) sizes as well as new 800mg box (MRSP £3) – the most popular size among shoppers for dry cat food.
1U.K.’s No.1 Natural Brand For All Pets Source: IRI 52wk May 20 | Value Sales | All Outlets
2Mintel Pet Food UK 2019