ON THE MARKET
SUPERFOODS AND MORE
Tiki Pets, a brand of Whitebridge Pet Brands, based in St. Louis, recently
introduced a line of grain-free Crunchy Treats in both Tuna and Chicken flavors,
with real tuna and real chicken being the first ingredient in each, respectively.
The star-shaped Crunchers have less than three calories per treat and include
pumpkin to promote digestion. These baked treats are high in protein. Both
Tuna and Chicken Crunchers come in a 2-ounce resealable bag, and they
contain salmon oil and flaxseed to help promote a shiny coat.
Last year, Halo, Purely for Pets, based in Tampa, Fla., released Luv-a-Lots, dehydrated whole meats in unique flavors, like Beef, Bacon &
Blueberry,;Salmon & Superfruit, and Turkey & Cranberry. It also added to its
vegan line with the Halo Healthsome Garden of Vegan Sweet Potato,;Carrot &
Quinoa Vegan Dog Treats.
Todd Rowan, vice president of sales and marketing for Bixbi Pet in Boulder,
Colo., said the company has combined its health and wellness DNA with
consumer interest in trying unique treat options.
“Our new Bixbi Bars, packaged like a human protein bar, offer a safe and
healthy alternative to;traditional chemically treated rawhide chews,” he said.
“In February, we launch our new Bixbo Bar shipper, giving retailers an easy way
to merchandise the bars for easy grab-and-go consumer purchase.”
Natural dog treats from Caru Pet Food Co., feature superfoods, like
blueberries and cranberries that are packed with nutrients and antioxidants to
complement a healthy diet.
“We have 11 different protein flavors to please any palate and
accommodate dogs with allergies,” said Adrian Pettyan, CEO and co-founder of
the Vero Beach, Fla.-based company.
Jones Naturals in Rockford, Ill., offers Jones Select, a line of limited-ingredient natural treats that includes training treats and other options
featuring organic and exotic protein ingredients, as well as treats comprising
blends of salmon, duck, chicken and beef with cranberry and blueberry.
“We are adding two new SKUs to the line, which will be one of the first 100
percent single-ingredient items in the market,” said Joe Wallington, president
and CEO of the company. “The ingredient statement reads chicken breast or
turkey … nothing else added.”
A POSITIVE INFLUENCE
With the continued;convergence of sales channels and the effectiveness of online marketing to;drive in-store sales, Halo, Purely for Pets, based in Tampa, Fla., has found that partnering with;online influencers
has;done a lot to raise awareness about the company’s #feeditforward program,;which donates a bowl of
food to pets in need for;every Halo purchase, according to Caroline Golon, Halo spokesperson.
“Customers;love that we’ve partnered with social pet influencers like Lil Bub, Manny the;Frenchie,
Nala Cat and Jackson Galaxy to talk;about Halo’s ingredients and social;mission,” she said. “Leveraging
those partnerships from a retail perspective is an easy way;for retailers to gain more consumer;attention
in store or even in their social;feeds.”
At Daisy’s Doghouse in Buffalo, N. Y., owner Lisa Samar uses unique displays and rearranges them
periodically to get customers’ attention.
“Most of my displays are antiques, no peg boards or;sterile shelving,” she said. “I’m always moving
product around in the store, shifting things every three weeks.”
Adrian Pettyan, CEO and co-founder of Caru Pet Food Co. in Vero Beach, Fla., said that devoting a
section solely to all natural treats works well for many stores, as grouping them together makes it easier
for consumers looking for these options and will encourage them to purchase them.
“Endcaps are always a good option for treats,” he added. “We find that when placed near our natural
stews, our treats sell very well. Additionally, placing treats near the registers helps boost sales because
they’re right in sight as the customer is getting ready to pay for their other items.”
Joe Wallington, president and CEO of Jones Naturals in Rockford, Ill., noted that unlike with dry dog
food, treats and chews purchases are much more impulse driven, so cross-merchandising them with
foods helps inspire customers to buy.
“It is important for retailers to take advantage of these incremental sales opportunities by tying treats
and chews alongside dry dog food displays,” he said. “Since only about 35-40 percent of dog-owning
households buy chews and/or jerky treat for their dogs, a big consumer awareness opportunity exists by
displaying these items outside the dedicated shelf space.”
How has the treats and chews category changed in the past few years? What are
customers interested in now that maybe wasn’t as important a few years ago?
“Many consumers want to know where their own food is sourced, and
now, more and more want to know where and how their pet’s food is
sourced as well. Third-party certifications are important to consumers
to help provide assurance that their pet’s food is sustainably raised or
harvested.”—CAROLINE GOLON, a spokesperson for Halo, Purely for Pets
in Tampa, Fla.
“The treat category is constantly changing, but
in recent years, customers have started looking
for high-quality treats that are made in the USA
and do not contain any ingredients from disreputable sources because they want what’s best for
their best friends.”—ADRIANPETTYAN, CEOand
co-founder of Caru Pet Food Co. in Vero Beach, Fla.
“Country of origin and nutritional benefit have replaced
price as primary purchase decision drivers. Consumers
are willing to pay more for treats that are safer, nutritious
and from a company like Bixbi that they trust.”—TODD
ROWAN, vice president of sales and marketing for Bixbi
Pet in Boulder, Colo.
Give Your Dog
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