Petfood Industry - October 2017 - 35
www.PetfoodIndustry.com | 35
The color of Dozers dental treats is natural,
which means they won't make a stain on
carpets or furniture as dogs chew on them,
according to the company. Photo courtesy Dozers
helps break plaque right off dogs'
teeth and then it freshens their
breath, which is helping again with
the bacteria. It's also made so you
can put other things in the back, like peanut butter."
Merrick Pet Care has just launched Fresh Kisses, a new
line of pet dental treats with a double-brush design that the
company says is new to the category.
"The double brush provides double the benefits," said
Pete Brace, vice president of communications and pet parent
"Our PlaqueOff system dental care bones offer the only
comprehensive dental chew available on the market today
containing the clinically proven and 100 percent natural
PlaqueOff ingredient," said Reinhardt. "The bone cleans
plaque and tarter by abrasive action, and the PlaqueOff
ingredient helps prevent reformation."
Whimzees is trying to create a fun, playful approach to
dental treats that offers all the health
benefits of plaque and tartar control
and fresh breath, hitting the customer
desire and the functionality for pets
Whimzees' new Brushzees dental treats
are vegetarian with six ingredients, which
the company says ensured transparency
Merrick's new Fresh Kisses
for customers so they know what they're
dental treats come in two
feeding their pets. Photo courtesy Whimzees
recipes: one infused with
coconut and botanical oils, and
one infused with mint-flavored
Photo courtesy Merrick Pet Care
relations for Merrick. "Not only do they provide fresh
breath, but they also clean teeth. So, two benefits are being
delivered in one treat. We know that pet parents looking for
a dental treat have both issues that they have to overcome."
SwedenCare USA's approach to dental treats has involved
a focus on clinical functionality, appealing to customers
from the additional benefits side of things.
"With the ongoing humanization of pet foods and edibles
such as treats, consumers are seeking products that are
functional," said Scott Reinhardt, vice
president of sales and marketing with
SwedenCare. "Products that, when fed,
actually produce more than just caloric
intake or good taste. Our dental chews
offer a comprehensive oral care solution as well as essential omega fatty
acids and, in our vegetable fusion
flavor, the addition of probiotics."
SwedenCare's dental treats use the
company's PlaqueOff ingredient, which
helps prevent reformation of plaque and tartar, according
to the company. Photo courtesy SwedenCare USA
Industry October 2017
"The way that Whimzees is approaching it is to really
bring the fun aspect to health and wellness, and really
promote the bond between pet and pet parents," said Erin
Terjesen, principal at public relations and marketing firm
The company's SuperZoo 2017 launch of Brushzees focused
significantly on the new chew's design, which Terjesen said
makes it easy for a dog to hold the treat with its paws.
"It gives them a better angle to chew where it's not on
the floor," she said. "The ridges are designed to really grind
around the teeth and promote that healthy blood flow to the
gums, helping to fight plaque and tartar." The smiling tooth
on the chew adds a whimsical aspect to the treat that draws
customers in, according to the company.
One size doesn't fit all
Functionality of the treat itself is important, as is
customer appeal. Taking that appeal one step further,
companies are customizing the size of their dental treats to
suit all types of dogs.
"With the consumer in mind, we created four bags" of
our dental chews, said Bowerman. "The reason why we did
that is there are four different sizes, so now not only is it
easy to read, I know that if I have a large dog, I need a pink
bag, if I have a small dog, I need a blue bag, etc."
There's also a health component involved, as manufacturers
remain sensitive to the possibility of pet obesity.
"They're safe to give every day, we just don't want the pets