Mars Petcare is working towards its ongoing mission to make a better world for pets with the launch of Pedigree Ranchos Lastin’ Layers and Reward Centres, the latest products from the manufacturer to carry a safe texture endorsement from the European Veterinary Dental Society (EVDS) indicating a chew safe for dogs’ teeth.
Mars Petcare is expanding its portfolio of treats with the launch of Pedigree Ranchos Lastin’ Layers and Reward Centres this month. Recognising that more pet parents are looking for treats that provide their dogs with something to keep them entertained and occupied for longer, the latest additions provide a fun but safe solution when it comes to treating. As the latest treat in the Pedigree range to be endorsed by the EVDS, it offers owners reassurance it’s safe for their dog’s teeth.
Winner of Product of the Year in 2022[1], Pedigree Ranchos is ideally placed to help retailers capitalise on the growth of meaty treats. Its new products are crafted from limited ingredients, are grain free and low in fat. Pedigree Ranchos Reward Centres are deliciously long-lasting chews, filled with 100% natural chicken using new IP technology that delivers layers of fun and enjoyment; available in both mini and maxi sizes. Lastin’ Layers are made using a wonderfully crafted blend of dog friendly ingredients such as safe rawhide for a crunchy outer, with chicken & carrot or beef flavour inners.
Angela Cameron, European brand director for Pedigree, comments: “Research has shown 69% of dog care and treats market growth came from the rise in meaty and raw treats in 2021[2]. With 54% of shoppers thinking of Pedigree as a ‘Meaty Treats’ brand7, we are perfectly positioned to cater to this growing demand. Through the launches of Pedigree Ranchos Lastin’ Layers and Reward Centres, we are aiming to support dog shoppers enter the meaty category safely and will support the roll-out with in-store activation to drive trial among new and existing shoppers.”
Dogs use their mouths to explore the world and their surroundings, chewing for multiple reasons, to aid teething pain, to play and to learn[3]. This activity keeps their jaws strong and their teeth clean. However, dog’s teeth are more fragile than many people might think[4]. Chips and fractures are hard to spot and are often missed by pet owners[5]. It is estimated that one in four dogs have a tooth fracture, many of which are the result of chewing objects that are too hard[6]. Endorsed by the EDVS and in line with guidelines from FEDIAF (European Pet Food Industry federation) who advise to avoid excessively hard chews, the tough but safe texture of both Lastin’ Layers and Reward Centres will cater to those consumers looking for a moment to entertain and treat their animals without worry.
Cameron continues, “We’re very proud that Pedigree Ranchos Lastin’ layers and Reward Centres will be the next products in the Mars Petcare portfolio to carry the EVDS endorsement, expanding the market of safe textured chews. Strengthening Pedigree’s already beloved Ranchos range, these treats offer something different for pets. Boasting multiple flavours and sizes, we hope the launch will help encourage pet parents to learn more about how best to look after their pets’ dental health’ via the treats they choose.”
Choosing a chew or treat that is right for dogs isn’t always easy, so the Ranchos expansion will ensure retailers can stock a variety of safe options to choose from. In keeping with Mars Petcare’s continued mission to make a better world for, Lastin’ Layers and Reward Centres, available in 40g and 80g packs with an RRP of £1.50, will bring shoppers a different way to reward, train and bond with their pets.
[1] NIELSEN WESTERN 4 P13 2021 MAT TY
[2] NielsenIQ GTC RMS | Total Countries FR, DE, GB, PL | Dog CRT | P13 2021 // 2 Nielsen CPS MAT P1 2022 UK + GE on PEDIGREE® & CRAVE ™2021 innovations // Nielsen CPS MAT P5 2022 UK, FR,DE Penetration Absolute
[3] Protect your dog’s teeth | dog health | pedigree® UK (no date) Pedigree UK. Available at: https://www.uk.pedigree.com/dog-advice/dog-health/protect-your-dogs-teeth (Accessed: January 14, 2023).
[4] ASPCA. American Society for the prevention of cruelty to animals . Available at: https://www.aspca.org/ (Accessed: January 13, 2023).
[5] Maxillary Fourth Premolar Teeth in Domestic Dogs Under Applied Forces. Front. Vet. Sci. 5:339.
[6] https://europeanpetfood.org/pet-food-facts/fact-sheets/quality-and-safety/chews-and-treats-for-dogs/
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