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Mars Petcare is making its debut into the supplements category with the launch of Pedigree Multivitamins – a trio of soft chews formulated to address three key pet needs: immunity, digestion, and joint care.

Mars Petcare is launching Pedigree Multivitamins into the supplements category. Available now in grocery, each supplement contains 100% natural chicken, at least eight vitamins and are designed with active ingredients to help deliver specific benefits. The vitamin blend, which has been developed with the Waltham Petcare Science Institute team, vets, and pet nutritionists, aims to support overall dog health with three key need states which includes joint care, digestion, and immunity.

Continuing its mission to make a ‘Better World for Pets’, the launch from Mars Petcare follows findings that revealed that only 10% of the category is currently in chew format, with the majority of products being perceived as unpalatable[1]. As an accessible brand for all dogs, Pedigree is making it even easier for pet parents to offer their pets supplements with Multivitamins that are both easy to feed and dose in a small soft chew format, but are also designed to be safe for all dogs no matter their size or breed.

Angela Cameron, European Brand Director, Pedigree and Dog Care & Treats at Mars Petcare comments: “As the nation continues to become increasingly interested in taking care of their own health, more and more pet parents are looking for ways in which they can take more proactive care of their dog’s health. We know that 55% of those owners that buy dog supplements currently also take supplements themselves, therefore we understand the importance of ensuring supplements are accessible, affordable and understandable as there is appetite from consumers to keep their pets as healthy as possible. There is room to grow the category further and Pedigree, as a brand people know and trust, is ideally placed to support retailers in doing so.”

The supplements category is already worth £126m in the UK[2], but there is room for growth. As the UK’s number one dog food brand[3], Pedigree will use its status to recruit new shoppers into the supplements category with an accessible proposition that addresses pet-parent pain points and needs. Pedigree Multivitamins are scientifically proven to support dog’s health and vitality and will pose an opportunity for retailers to offer further value choice from a well-known and trusted brand.

Pedigree Multivitamins will be available in three variants including, joint care, digestion, and immunity with an RRP of £6.50 for an 180g pack. The launch will be supported by in-aisle and out-of-aisle POS to drive awareness and disrupt the shopper as well as online POS which includes banners, category pages and check out page media.

[1] Peggy, 2021, Dog parents (441), Dog parents who give supplements (213)

[2] Source: Euromonitor projection – adjusted from 65% coverage

[3] Nielsen MAT 16 May 2020

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