Yorkshire-based pet food brand, Harringtons, has announced significant brand updates to reflect the ever-changing needs of the modern-day shopper. With a new and improved recipe for their dry dog food, the #1 brand is set to make a huge impact in its category.
Launched in 2008, Harringtons has gone from strength to strength, becoming the UK’s #1 dry dog food brand, with close to 2 million buyers purchasing per year[1]. The new and improved recipe now offers specialist-grade nutrition at more affordable and accessible price points, containing freshly prepared meat ingredients, salmon oil for healthier coats, skin, joints and cardiovascular health. It has also added homemade chicken gravy on the inside and outside of the kibble to make it the brand’s tastiest kibble yet!
Continuing to put affordability into focus, IPN exists to make great pet nutrition affordable and accessible to everyone.
The enhanced range can now be purchased in smaller pack sizes to better suit the needs of urban pet owners. This will also help accommodate those owners with smaller breeds to whom bulk products are not suitable, to stay at the forefront of consumers’ minds as industry leaders.
The brand-new design, deployed across the entire brand, including Harringtons wet trays and cans, has been introduced to appeal to a wider audience of consumers, as it unites the full range with a more impactful, modern look and feel. With bolder colours designed to create shelf presence, the new design is preferred by 4 out of 5 buyers and non-buyers alike[2]. Harringtons is a key driver of the natural dry dog food segment, which is growing at +20% vs standard dry dog food up +15%[3].
Harringtons Total Dog Food is worth £71.8m value sales and has increased +22.8% in the last 52 weeks[4]. Following such great success over the last 14 years, Harringtons has rebranded and released its brand-new packaging to make a greater shelf impact and appeal to a wider audience.
An awareness driving media campaign will also follow in Q1 of 2023 to highlight the relaunch to prime shoppers before they shop.
Part of the Inspired Pet Nutrition family, Harringtons prides itself on great nutrition, with the new and improved recipes having meat as the number one ingredient. Harringtons has made a huge investment in product upgrade, making specialist-grade nutrition more affordable.
Speaking on the Harringtons rebrand and improvement, Will Bushell, Head of Dog Marketing at Inspired Pet Nutrition, commented:
“We are super excited to be announcing the new and improved brand update for Harringtons. Harringtons’ mission is to make natural, premium level nutrition accessible and affordable for all. As the UK’s number 1 dry dog food brand, we believe it is important to keep up with the ever-changing needs of our consumers, and with the current cost of living crisis, it is now more important than ever to ensure quality nutrition is available at an affordable price. We take pride in the quality of nutrition we are offering at this price point which we believe adds real value to retailers’ ranges.
“Not only does the improved recipe taste great for our pets, but it also ensures every dog has access to incredible nutrition. The updates have taken our All About Dog Food score up to 56%, taking us leagues above the competition at the same price point.”.
To find out more about the Harringtons rebrand, please visit: https://www.harringtonspetfood.com/
[1] Kantar Worldpanel – Buyers Harringtons Total Brand 52 weeks.30th Oct 2022
[2] IPN dog owner research, Jan 2022
[3] IRI 52 Weeks. All Outlets. 8th Oct 2022
[4] IRI 52 Weeks. All outlets. 10th Sep 2022
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