Barkworthies to unveil extensive new branding

Barkworthies plans to unveil extensive branding efforts, including updates to its logo, advertising, packaging and website, on March 1.

“Barkworthies is an innovative brand with all-natural, healthy products that are deliciously appealing to canines,” says Bill Chilian, marketing vice president at Barkworthies. “Our rebranding updates are meant to reflect these qualities and help our products be more appealing to shoppers on-shelf and online. Overall, the rebranding better communicates the selling points of the brand and our individual products in a consistent, organized way that’s easy to understand.”
The company’s new tagline is, “Naturally Healthy, Naturally Happy.”
Barkworthies said it rebranded based on feedback from trade, and to improve consistency across all channels for better products recognition, and to grow the emotional connection customers have with the brand, by reflecting the bond between pet parents and their pet.
In its new packaging, the company’s retailers and consumers can expect to find more product information in an easier-to-understand format, color-coded protein call-outs, unified packaging presentation, and improved merchandising and the opportunity to create a billboard effect when merchandised together.
Also with its new branding, Barkworthies is incorporating animal rescue by featuring rescue dogs in its new packaging and trade ads. A full campaign involving ongoing financial support and product donations to animal rescues will be launched later this year.
The new website will feature updated retailer partner listings, more intuitive navigation, more in-depth product information, and refined filtering capabilities.

Purina offers 'just right' personalized dog food

Nestlé Purina has launched a personalized dog food product, Just Right petfood, that will allow pet owners to order food specifically tailored to their pet's needs.

"We believe the best nutrition is personalized," says Purina. "That's why we want to work with you to deliver food tailored to your dog's unique profile. By combining your firsthand knowledge with Purina's expertise, we can work together to help keep your dog happy and healthy at each life stage."
Pet owners create an online profile that includes everything from basic information (age, breed size) to traits (activity level, coat condition, stool firmness). The profile can be modified at any time as the dog's needs change, and a 24/7 support team is available via phone, email or online chat to assist customers. Once a profile is completed, the food is made and shipped to the customer. Auto-reminders ensure that customers never run out of food.

Merrick kicks off 'Merrick Mealtime Mayhem' Facebook contest

Merrick has kicked off its "Merrick Mealtime Mayhem" Facebook contest, which encourages pet parents to share video and photos of their dogs "going wild" for the taste of all-natural Merrick. The grand-prize winner will receive a two-year supply of Merrick, according to the company.

To learn more about and enter the contest, check out Merrick's Facebook page. Tag entries with #DogsLoveMerrick.

Google tests drone delivery prototype with dog food drop

Google is in the prototype testing stage of its drone package delivery system, which it has been developing for more than two years, and its latest test involved a dog food drop in Australia.

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While Google says the prototype is years away from a product, Project Wing has produced the first possibility the company is willing to stand behind. So far, Google has conducted at least 30 test flights as part of the project. “Throughout history there have been a series of innovations that have each taken a huge chunk out of the friction of moving things around,” says the test run video's narrator. “Project Wing aspires to take another big chunk of the remaining friction of moving things around the world.”
The video shows a drone delivering dog treats to an Australian farm. 

Dogswell launches 'Unleash the Happy' campaign to celebrate brand's 10th birthday

Dogswell has launched its "Unleash the Happy" campaign in celebration of the company's 10^th anniversary. The campaign will feature a series of videos highlighting "surprise and delight" moments to tackle everyday problems such as boredom, anxiety and stress.

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In the first video, captured on June 20, 2014, Dogswell unleashed the happy on an office of unsuspecting New Yorkers in honor of Take Your Dog To Work Day. "The link between healthy and happy dogs and happy people is real," said Dogswell CEO Brad Casper. "The Dogswell brand stands for food and treats that help dogs be at their healthiest and happiest and we're excited to unleash these dogs on unsuspecting humans in fun, unexpected ways." 

Champion Petfoods partners with Gray Construction for expansion

Champion Petfoods has partnered with Gray Construction to expand its production, and the design-build firm will construct Champion's third kitchen, assuming responsibility for the design and construction of the new custom-fitted kitchens.

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"We are very proud to invest in Kentucky's people and agriculture," said Frank Burdzy, president and CEO of Champion. "Our new custom-fitted kitchens will advance our biologically appropriate and fresh regional ingredient foods. With their rich family heritage and food experience, Gray is the perfect partner."

pawTree utilizes social selling approach to pet care

pawTree, a social-selling pet products start up, merges the social selling industry and the pet industry to target a mutual customer who is passionate about pets and people. The company said it aims to allow pet parents to learn about products and shop for their pets through in-home parties (called Pawloozas) and word of mouth.  

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Products are brought to customers through pawTree representatives, petPros, who will then help customers come up with a personalized nutrition plan that considers each pet's individual needs. In addition to custom petfoods and supplements, pawTree offers an exclusive line of treats, health solutions, food bowls, pet collars, pet beds and toys. 
pawTree launched on April 26, 2014, and currently has petPros in 16 states.

WellPet announces new ad campaign with 'spokescat'

WellPet has announced the unveiling of a new ad campaign, "We Create Wellness," that focuses on the emotional relationships between pet owners and their pets, and will feature British Shorthair "spokescat" Wella. The cat will join Wellsy, the Austrian Shepherd who served as the brand's "spokespet" in 2013.

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This campaign's message will be communicated through the tagline on both dog and cat print ads, which reads “Naturally, she’ll love you for it,” paired with a close-up shot of either Wellsy or Wella. The theme also echoes through the cat and dog television spots, which highlight the healthy ingredient list the brand is synonymous for, but also remind pet parents that they’re really feeding their pets quality, natural food to promote overall well-being. 
The ads (print and TV) officially premiere in May in the US and Canada. The campaign also includes digital media (display, mobile, online video, and SEM/social media), according to WellPet.

Aller Petfood unveils new logo, website

The past year, Aller Petfood has undergone reorganization preparing the company for the future business development and growth. To mark the changes and the new path, Aller Petfood has introduced a new logo and a new website, www.aller-petfood.com.

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Aller Petfood is planning on reaching out to a broad geographical area. The plant in Denmark facilitates Europe but also countries beyond the European borders. Russia and the CIS countries are facilitated from the two plants in Russia. Since January 2014, Aller Petfood has also been able to supply customers in the Middle East and North African countries from its new production facility in Turkey.
In 2013, Aller Petfood Group (APG) started centralizing some of the vital functions within the company, ensuring that information and development in the organization is channeled to each single unit of the business. This includes nutritional knowledge and product development as well as finance and marketing, according to the company.

WellPet LLC offers wellness toy breed complete health line dog food

WellPet LLC's Wellness Natural Pet Food offers a line of dry dog food designed for the tiniest of digestive systems: Wellness Toy Breed Complete Health.

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The Wellness Toy Breed line features natural ingredients and super nutrients developed for Pomeranians, Chihuahuas, French Bulldogs and the twenty-two other recognized toy breeds, according to the company. The new dry dog food also has a special crunchy texture that can combat dogs' plaque build-up, helping to maintain overall oral health. 
The Wellness Toy Breed Complete Health line has three formulations: 
1) Adult Health Deboned Chicken, Brown Rice & Peas Recipe, 
2) Healthy Weight Deboned Chicken & Barley Recipe, and 
3) Senior Health Deboned Chicken & Oatmeal Recipe. 
The Complete Health Toy Breed Adult Health recipe is protein-rich to support energy needs, whereas the Complete Health Toy Breed Senior Health recipe supports heart health with controlled sodium levels. The Complete Health Toy Breed Healthy Weight recipe is reduced fat to help maintain a healthy weight and also contains L-carnitine to help support a healthy metabolism. All three recipes have omega-3 and omega-6 fatty acids to support healthy skin and a shiny coat.

Campaign aims to create healthier lifestyle for pets in Philippines

Pet Food Institute (PFI) and the Veterinary Practitioners Association of the Philippines (VPAP) have launched the Well-Fed, Well-Nurtured campaign to create a healthier lifestyle for Filipino pets.

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In the Philippines, there was one dog for every eight people in 2012, but the average monthly spending on dog food per dog was only 24 cents, compared with $13.89 in the U.S.
The Well-Fed, Well-Nurtured campaign seeks to provide educational initiatives and materials on responsible pet ownership. The campaign says PFI and VPAP "remain committed to promoting and encouraging Filipino pet owners to provide proper nourishment and care to make their pets well-fed and well-nourished cats and dogs."
The campaign seeks to educate pet owners on essential nutrition dogs need. It also stresses the importance of monitoring pets' weight and to avoid overfeeding and severe dieting. It addresses foods that can be poisonous to pets, such as chocolate, onions, grapes, raisins and nuts. The importance of exercise for pets is also highlighted by the campaign, as well as the importance of a supply of fresh, clean water.

Meow Mix invites cat lovers to vote for next great invention

Meow Mix cat food is looking to create a project that will solidify that special bond between cats and their owners. With the launch of Meow Mix Catstarter, an interactive site that brings to life an idea cats will love, cat fans can select an invention they would like to see created by the Meow Mix brand team.

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Through April 11, 2014, there will be three projects to choose from at www.meowmix.com/catstarter. The project that receives the most votes at the end of the voting period will be produced and distributed to randomly selected fans who have entered for a chance to win. 
"It's no secret that mealtime is the perfect opportunity for cats and their pet parents to bond, which is why Meow Mix wants to help foster and enrich the mealtime experience with Meow Mix Catstarter," said Kimberly Rom, senior brand manager, Meow Mix cat food. "For the first time, pet parents are in the driver's seat to select the next product that will make mealtime more memorable or playtime more playful."
With insight into the dynamic bond between cats and pet parents, the Meow Mix brand team saw an opportunity to build a device that will change the way cats eat, play or live for the better. With three inventive projects from which to choose, pet parents will be able to back Twister Dish, a unique food bowl designed so cats can get to the very last bite; #MealMachine, a technologically advanced mealtime tool that feeds their hungry cat with a single tweet; or Hot Keys, a miniature keyboard bed that helps you bond with your furry best friend as it attaches to the computer and warms as the cat parent types away.

PetFlow.com highest-trafficked North American online pet property

PetFlow.com, an online pet goods store, has become the highest-trafficked online pet property in North America, averaging 50 million unique visitors per month, according to reports.

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PetFlow.com was created in 2010 to help customers manage their petfood. The company's "auto-replenishment" system allows its customers to save time and money through automatic delivery, where they can receive orders for their preferred brand of petfood and supplies every two to 16 weeks, or at the frequency of their choosing. PetFlow.com stocks nearly 300 premium, health-conscious petfood and supply brands, many of which were only available at regional, specialty stores prior to being available at the website.
"PetFlow.com's massive traffic is a testament to how many loving pet owners there are in North America," said Alex Zhardanovsky, one of the founders of the site. "When we launched PetFlow.com, Web pundits said that online pet supply services were incapable of success, but these latest statistics prove again that pet owners are smart consumers that demand quality and the highest levels of customer service. PetFlow.com is happy to provide both to our loyal customers."

Nestle Purina's annual Beggin' Pet Parade brings together bacon, Mardi Gras

Nestle Purina PetCare's 21^st annual Beggin' Pet Parade saw thousands of costumed pets and their owners gathered in the streets of St. Louis to celebrate Beggin', bacon and Mardi Gras. Grand Marshal Andy Cohen and band Barenaked Ladies were also at the event, which included a parade, a free concert, a costume contest and other family-friendly activities.

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A $10 required registration fee for each pet participating in the parade benefited the Open Door Animal Sanctuary, a nonprofit animal rescue and adoption organization in the St. Louis area, and the Parade raised more than $17,000 for the organization. Registered pooches received a free Beggin' Party Bag filled with Mardi Gras beads, Beggin' brand dog treats and a certificate of participation.
"This year's Beggin' Pet Parade was the best yet with the help of Andy Cohen, Barenaked Ladies and the thousands of parade-goers," said Greg Stinson, Beggin' assistant brand manager. "We love seeing the unique costumes, celebrating the spirit of Mardi Gras and creating memorable moments with pets and their owners. We're already looking forward to next year!"

Purina Pro Plan launches nutritional supplement bars for dogs

Footballer Eli Manning helped introduce Purina Pro Plan's new nutritional supplement bars for active dogs at the "Purina pro MANning vs. DOG Challenge" in New York City on January 29. The bars, PRiME and ReFUEL, were introduced as part of Purina's SPORT product line.

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"I've been an athlete all my life and have maintained strict training regimens that include high-quality nutrition products that allow me to perform at my best," said Manning. "I'm also a lifelong dog owner and have seen first-hand what amazing athletes dogs are. Purina Pro Plan PRiME and ReFUEL nutritional supplement bars help active dogs not only perform at their best, but help them recover quickly so they can get back outside again tomorrow and enjoy the activities they love to do with their owners." 
The PRiME bar is a nutrient-dense protein-rich bar that can benefit dogs during exercise, according tp Purina. In order for the PRiME bar to work optimally, it should be fed half an hour before exercise, which gives the dog a chance to digest the bar and have key nutrients present in his blood stream when starting an activity. 
Fed within 30 minutes post-exercise, the ReFUEL bar helps replenish muscle energy stores and promotes muscle rebuilding after activity, according to the company. Dogs experience muscle breakdown, fatigue and depletion of energy stores, just like humans do. ReFUEL is formulated with rapidly digested ingredients that help reinvigorate tired muscles. 
In addition to performance nutrition, Purina Pro Plan has given dog owners access to expert training in the palm of their hand with Purina Pro Plan P5, a free mobile app. The P5 app offers dog owners of all breeds and sizes specialized mobile lessons in agility, dock diving, flying disc, obedience, running and strength training. It is available for free for iPhone, Android and Google Play devices.

Midwestern grocery store seeks pet products made in US

Made in USA Certified has partnered with Daymon Worldwide to create an opportunity for the petfood industry to get products on the shelves of a major Midwestern grocery store in an end cap kiosk dedicated to pet products made in the US.

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This is a branding and distribution opportunity to increase market share and brand awareness. Made in USA Certified is looking for petfood products and treats that are eligible to be displayed in this special rollout in 40 stores across the Midwest.  
To qualify, companies must have the ability to stock the shelves in inventory and be made in the US.
The promo pricing for this initiative expires February 20, 2014, as the retailer deadline to participate is fast approaching with an anticipated rollout March 1.

The Honest Kitchen unveils new packaging for human-grade petfood line

The Honest Kitchen, a producer of natural, human-grade petfood products, has redesigned its packaging. The new boxes will debut at the Global Pet Expo in Florida, March 12-14, 2014, and will hit store store shelves at the end of March.

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"We wanted the packaging to evoke a very natural, culinary look and feel that plays up the beautiful ingredients we use in our human-grade foods," said Lucy Postins, The Honest Kitchen's founder and CEO. "Also, we're placing a heavy emphasis on the meat or fish source in each recipe, along with more clearly defining the life stage and differentiating the grain-free from whole-grain diets, to help streamline the shopping process and allow consumers to more easily select the recipe that's right for their pet."
The Honest Kitchen is also rolling out a smaller 2-pound trial box in their bestselling recipes: Force, Embark, Love and Keen. Each 2-pound box will make 8 pounds of real food when hydrated.
The Honest Kitchen's petfoods are dehydrated, which results in a compact, nutrient-dense finished product, according to the company. Pet owners just add warm water to make a real-food meal in three to five minutes, and because the food is so concentrated, a 10-pound box will actually yield 40 pounds of food when hydrated, and will last a 30-pound dog up to six weeks.
The company collaborated with long-time partner Bulldog Drummond (San Diego, CA) to create the new design concepts. Hand-painted illustrations of the company's ingredients and also Honest Kitchen employees' own pets, which adorn the new boxes, were created by artist Natalya Zahn, and the production and file preparation work was completed by Jen Cadam Design.

Hound & Gatos named to '2014 List of Trusted Pet Foods'

Hound & Gatos Pet Foods Corporation announced the company was included in the "2014 List of Trusted Pet Foods," an annual report by TruthAboutPetFood.com.
The report features a list of companies evaluated for their petfood by Susan Thixton. The criteria used to evaluate the petfoods include such factors as country of origin, ingredient quality, company transparency and customer service by the company. The list uses ingredients that are inspected and approved by the US Food and Drug Administration (USDA).
"What an honor it is to be included in this wonderful list of trusted pet foods," said Will Post, president of Hound & Gatos. "Susan Thixton, of TruthAboutPetFood.com, is passionate about making sure that only the best of the best make that list. Her efforts are endless in the pet food industry and making the list says a lot about the quality of our products."
"This is a critical report that has been thoroughly evaluated in order to ensure that everyone it deserves to be there. We are thrilled to be on that list and that our products were recognized for their high quality. Susan is a true hero for the millions of pets out there, as her work helps keep them safer and healthier."

Party Animal Pet Food introduces grain-free coconut oil dog food

Party Animal Pet Food is launching a new dog food line made with organic coconut oil.

Party Animal Pet Food, a petfood company that produces all-natural, organic foods for dogs and cats, introduced Cocolicious at SuperZoo 2013. This new line of grain-free petfood is made with organic coconut oil along with organic and natural ingredient, available at retailers throughout the US starting in August 2013. 
Coconut oil offers health benefits to animals such as assisting in maintaining a stronger immune system and helping to promote oral health, healthy skin and a shiny coat.
"Coconut oil has gained mainstream awareness for its health benefits in humans, and it's now time for animals to benefit from this amazing, nutritious ingredient," said Daryl Abrams, founder/CEO of Party Animal. "We are thrilled to be launching a petfood line with organic coconut oil for our furry friends to love as much as we do."
The Cocolicious line will initially launch with dog food products in six flavors: Organic Chicken & Beef, Organic Turkey & Chicken, Organic Beef & Turkey, Wild Caught Salmon & Pork, Tender Pork & Lamb, and Lamb & Wild Caught Salmon. 

Freshpet launches new American-made petfood ad campaign

Refrigerated petfood company Freshpet is launching a new campaign with commercials promoting its USA-sourced ingredients and American-made food.
The campaign includes posters featuring figures from American history, like Lincoln, with their pets. It also includes patriotic commercials with an American flag background, patriotic song and dogs with signs promoting the company's use of ingredients from the US, for example, "I want veggies from Virginia."
The estimated US$10 million campaign, which also includes online and print advertising, is by the Terri & Sandy Solution.
"TV is the main way to show that Freshpet is here to stay, and not some weird thing the neighbor down the street who's a dog kook is buying," said Scott Morris, president and founder of Freshpet.