Petfood Industry - January 2020 - 23

www.PetfoodIndustry.com | 23

branding agency that recently came up with pet foodfocused idea PawOver. "We know that consumers
tend to combination feed - so they'll add wet product
to dry. At the end of the day, owners who really love
their pets get involved in the mealtime experience."

Catering to the idea of combination
feeding
Pet food companies are listening to their customers,
and the space is evolving to accommodate a new
normal for feeding time. Some companies are creating
lines that complement one another and are at their
best when fed in a combined form.
"Our GO! SOLUTIONS line of wet and dry recipes
for dogs and cats, plus meal mixers for dogs, was
specifically formulated to support wet with dry combination feeding," said Asaro. "The wet food recipes are
fully integrated and align with GO! SOLUTIONS dry
food recipes, and they can be served as a treat, topper,
or as a complete and balanced meal on their own. For
dogs, our GO! SOLUTIONS meal mixer recipes are
also integrated and aligned with the other recipes in
the line, including both wet and dry."
PawOver is an IP (intellectual property) created by
Brown&co in response to the combination feeding trend.
"As an agency what we tend to do is look at opportunities in the market, where we take consumer
insight and look at trends and how things have
evolved, and see where there might be potential for
new IP or a new brand or idea," said Brown. "So about
15% of our time is innovating and generating new IP
in different categories, and it just so happens that [a
couple months ago] it was pet food."
The PawOver concept is a line of superpremium
marinades, gravies and sprinkles designed to add
either wet or dry elements to mixed feeding. While the
idea was an opportunity to show Brown&co's creative
and innovative capabilities, the team of pet lovers was
already keen on the pet space, according to Brown.
"We figured there was an opportunity in the luxury
retail segment (e.g., Harrod's, specialty pet care stores),
and thought that if anthropomorphism is becoming
more of a trend in pet, why shouldn't pet food be
deemed to look and feel a little more like some of the
luxury human food brands you see out there?" said
Brown. "After all, many people spend a fortune on
their pets and treat them like members of the family."
Industry January 2020

Petcurean has created
dry and wet pet food
lines that complement
each other specifically
to make it easier for pet
owners to combination
feed their pets.
Courtesy Petcurean

Guiding pet owners in their decision
to combination feed
Arguably, one of the most significant challenges in
meeting this trend is doing so in a way that will maintain the nutritionally balanced diets pets need to stay
happy and healthy. To that end, pet food companies
have gone all in on consumer education, providing
multiple ways to get the knowledge of how to properly
combination feed across to pet owners.
Instinct has an online feeding guide that "makes it
easy to know how much to feed your pet - especially
if you like to feed a variety of proteins or if you like
to add or mix in raw or wet." The step-by-step guide
asks questions about the owner's dog or cat including
current weight status, percent of dry vs. wet food typically fed and which product lines are used for each. It
then calculates an estimated daily energy need (kcal)
and a custom recommendation on dry vs. wet feeding
amounts.


http://www.PetfoodIndustry.com

Petfood Industry - January 2020

Table of Contents for the Digital Edition of Petfood Industry - January 2020

Petfood Industry - January 2020
Contents
DCM and grain-free pet food: What will 2020 bring?
Speaking of…
News and Calendar
Smalls takes cat-first approach to customized pet food
Quality, sustainability to dominate 2020 pet food trends
Dissecting DCM: How genetics can impact canine nutrition
China’s 2019 urban pets consumer market hits 202.4B yuan
Combination feeding a popular option for pet parents
Petfood Forum Asia highlights pet food sustainability
CBD in pet foods: Has anything changed with legal status?
Onions and garlic offer flavor in the right amounts
Cat owners want first-class citizenship for their pets
New Products
Marketplace
Advertiser’s Index
Petfood Industry - January 2020 - CT1
Petfood Industry - January 2020 - CT2
Petfood Industry - January 2020 - Petfood Industry - January 2020
Petfood Industry - January 2020 - Cover2
Petfood Industry - January 2020 - 1
Petfood Industry - January 2020 - Contents
Petfood Industry - January 2020 - 3
Petfood Industry - January 2020 - DCM and grain-free pet food: What will 2020 bring?
Petfood Industry - January 2020 - 5
Petfood Industry - January 2020 - Speaking of…
Petfood Industry - January 2020 - CT3
Petfood Industry - January 2020 - CT4
Petfood Industry - January 2020 - News and Calendar
Petfood Industry - January 2020 - Smalls takes cat-first approach to customized pet food
Petfood Industry - January 2020 - 9
Petfood Industry - January 2020 - 10
Petfood Industry - January 2020 - 11
Petfood Industry - January 2020 - Quality, sustainability to dominate 2020 pet food trends
Petfood Industry - January 2020 - 13
Petfood Industry - January 2020 - 14
Petfood Industry - January 2020 - 15
Petfood Industry - January 2020 - Dissecting DCM: How genetics can impact canine nutrition
Petfood Industry - January 2020 - 17
Petfood Industry - January 2020 - 18
Petfood Industry - January 2020 - 19
Petfood Industry - January 2020 - China’s 2019 urban pets consumer market hits 202.4B yuan
Petfood Industry - January 2020 - 21
Petfood Industry - January 2020 - Combination feeding a popular option for pet parents
Petfood Industry - January 2020 - 23
Petfood Industry - January 2020 - 24
Petfood Industry - January 2020 - 25
Petfood Industry - January 2020 - 26
Petfood Industry - January 2020 - 27
Petfood Industry - January 2020 - Petfood Forum Asia highlights pet food sustainability
Petfood Industry - January 2020 - 29
Petfood Industry - January 2020 - CBD in pet foods: Has anything changed with legal status?
Petfood Industry - January 2020 - 31
Petfood Industry - January 2020 - 32
Petfood Industry - January 2020 - 33
Petfood Industry - January 2020 - Onions and garlic offer flavor in the right amounts
Petfood Industry - January 2020 - 35
Petfood Industry - January 2020 - 36
Petfood Industry - January 2020 - 37
Petfood Industry - January 2020 - Cat owners want first-class citizenship for their pets
Petfood Industry - January 2020 - 39
Petfood Industry - January 2020 - 40
Petfood Industry - January 2020 - 41
Petfood Industry - January 2020 - New Products
Petfood Industry - January 2020 - 43
Petfood Industry - January 2020 - 44
Petfood Industry - January 2020 - 45
Petfood Industry - January 2020 - 46
Petfood Industry - January 2020 - 47
Petfood Industry - January 2020 - 48
Petfood Industry - January 2020 - 49
Petfood Industry - January 2020 - Marketplace
Petfood Industry - January 2020 - 51
Petfood Industry - January 2020 - Advertiser’s Index
Petfood Industry - January 2020 - Cover3
Petfood Industry - January 2020 - Cover4
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