Petfood Industry - May 2018 - 35
www.PetfoodIndustry.com | 35
diets and the positioning of some of
those other foods don't really make
sense and don't land [with pet parents].
There was something about the angle
we took, and the types of recipes we
developed, that really resonated with
the small dog pet parents."
That doesn't mean ignoring the
high-meat trend entirely, it just means
making said trend suit what the overall
goal is with small dog food formulations. WellPet, for example, has
launched a small breed mini meals
line: single-serve packaging, a variety
of flavors and formulas, catering to
small dogs while combining with the
high-meat positioning of WellPet's
larger CORE brand.
"They're not carnivores," said
Dr. Danielle Bernal, BVSc, MRCVS,
global director - nutrition and technical communications for WellPet.
"You don't see a Chihuahua tackling
out in the tundra, so that's not the
position we have. It's more around
making sure that it's the perfect meal
for a Chihuahua who potentially lives
in an apartment."
Owners of small dogs seem to be
responding to this approach.
"When we started to play that
messaging out - your dog is not a
wolf, your dog is modernized into
today's world and has needs based
on how they live today, versus their
ancestors - we started hearing
from consumers, 'yeah, talk to me
about my dog being a dog, talk to
me about the life my dog actually
lives now,'" said Elaine Obergfell,
marketing director for WellPet. "And
that's where we wanted to make
sure the conversation was going;
understanding based on the nutrition
what they should be looking for and
recognizing that lifestyle, especially
in the small breeds."
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Industry May 2018