“The section starts with all the
mixers,” Henson said. “I also start the
canned-goods aisle with other various
toppers as well.”
Pet specialty retailers should take
advantage of the category’s growing
momentum by creating freeze-dried,
health-focused shelf sets and featured
endcap displays, Loesch said.
“Consider allocating space for freeze-
dried toppers in the kibble and canned
aisles and at point of purchase,” she
added. “This is an opportunity to reach
pet parents who otherwise wouldn’t
venture down the aisle to shelf-stable,
Bennie said multiple in-store place-
ments are key to a retailer’s success, but
while creating an actual topper section
is a good idea, most stores don’t have
the space available, and consumers
need to see toppers near foods.
“Place [them] by your natural dry
WHAT’S ON THE MARKET
foods and canned foods, since more and
more consumers are adopting toppers
as a more cost-effective, convenient,
lower-calorie and far more eco-friend-
ly alternative to adding canned food on
top of kibble,” he said. “If these key loca-
tions are utilized throughout the store,
then one can also place [toppers] with
the dog supplements.”
Natura Petz introduced Dog & Cat Kryp-tonite, a meal topper format that helps
address glandular issues in dogs and cats,
as well as a nutritional topper called Life’s
An Itch to help address all types of allergen triggers, said Heidi Nevala, founder of
the Minneapolis-based company.
Sojos has also launched a toppers line.
“Sojos ProteinPlus Toppers provide a
simple and nutritious way to add a raw
boost of flavorful protein to an otherwise
ordinary mealtime routine,” Loesch said.
“With just six ingredients in every irresist-
ible spoonful, each recipe combines 90
percent turkey, beef or lamb with select
superfoods including broccoli, green peas,
apples, cranberries and blueberries.”
Petcurean Pet Nutrition’s functional,
freeze-dried meal mixers for dogs are de-
signed for consumers seeking specialized
solutions to help support common pet
health issues, according to the Chilliwack,
British Columbia, Canada-based company.
The Go! Solutions Meal Mixer line features four specialized recipes for dogs:
Digestive Health Turkey Meal Mixer, Hip
& Joint Support Pork Meal Mixer, Skin &
Coat Care Salmon Meal Mixer and Weight
Control Turkey Meal Mixer. Each recipe
is made with freeze-dried ingredients including single-source primary proteins
and whole fruits and veggies.
This summer, Chesterfield, Mo.-based
Solid Gold Pet launched nutrient-rich Bone
Broth Meal Toppers that contain naturally
occurring collagen, which can support hip
and joint health in dogs, said company officials. The toppers, available in three vari-eties, can be poured over dry food, added
to water, or served as a wholesome treat
at room temperature or slightly heated.
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