Petfood Industry - March 2020 - 10

10 | www.PetfoodIndustry.com

Heed Foods
focuses on dog
gut health to
differentiate
Closely curating the pet owner
experience helps this dog food
company reduce customer turnover.
TIM WALL

A

Co-founder/CEO Rei Kawano and
Co-founder/COO Melanie Han, with
Shih Tzu Rara, have focused on pet gut
health as well as the consumer experience
to stand out in a growing online market.
Photo courtesy Heed Foods

2003PETheed.indd 10

ssociating one's brand with
dog excrement sounds like a
marketing disaster, but that
strategy worked for Heed
Foods, a dog food company
with 70% growth in top line revenue
month-over-month since its January 2019
founding.
"When people think Heed Foods, they
think 'Oh the dog food company that helps
your pups' poops!'" Co-founder and Chief
Operations Officer Melanie Han said.
"When we first launched we thought
the more benefits we share, the better,"
she said. "We were marketing many of our
value props simultaneously, but pick up was
slow and we realized that customers didn't
understand our product.
"Customers are constantly being
bombarded with products and their attention spans are incredibly short," she said.
"We realized we needed to emphasize just
one or two of our biggest benefits to catch
our customers' attention. Now we focus
on communicating the importance of gut
health and how effective our product is in
improving gut health."
While messaging remains a challenge,
Heed has found its niche in gut health. The
March 2020

Industry

2/28/2020 11:26:12 AM


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Petfood Industry - March 2020

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

Petfood Industry - March 2020
Contents
US pet food market update: winners and losers
Speaking of…
News and Calendar
Heed Foods focuses on dog gut health to differentiate
Premium pet foods’ mass market retail success stories
Latin America pet food update: Growth in Mexico, online
Petfood Forum tackles market forces, sustainability, CBD
The future of US pet food labeling
Apple cider vinegar: Natural ingredient for pet foods?
2020 pet product sales growth hindsight
New Products
Marketplace
Advertiser’s Index
Petfood Industry - March 2020 - CT1
Petfood Industry - March 2020 - CT2
Petfood Industry - March 2020 - Petfood Industry - March 2020
Petfood Industry - March 2020 - Cover2
Petfood Industry - March 2020 - 1
Petfood Industry - March 2020 - Contents
Petfood Industry - March 2020 - 3
Petfood Industry - March 2020 - US pet food market update: winners and losers
Petfood Industry - March 2020 - 5
Petfood Industry - March 2020 - Speaking of…
Petfood Industry - March 2020 - 7
Petfood Industry - March 2020 - News and Calendar
Petfood Industry - March 2020 - 9
Petfood Industry - March 2020 - Heed Foods focuses on dog gut health to differentiate
Petfood Industry - March 2020 - CT3
Petfood Industry - March 2020 - CT4
Petfood Industry - March 2020 - 11
Petfood Industry - March 2020 - 12
Petfood Industry - March 2020 - 13
Petfood Industry - March 2020 - 14
Petfood Industry - March 2020 - 15
Petfood Industry - March 2020 - Premium pet foods’ mass market retail success stories
Petfood Industry - March 2020 - 17
Petfood Industry - March 2020 - 18
Petfood Industry - March 2020 - 19
Petfood Industry - March 2020 - 20
Petfood Industry - March 2020 - 21
Petfood Industry - March 2020 - 22
Petfood Industry - March 2020 - 23
Petfood Industry - March 2020 - Latin America pet food update: Growth in Mexico, online
Petfood Industry - March 2020 - 25
Petfood Industry - March 2020 - 26
Petfood Industry - March 2020 - 27
Petfood Industry - March 2020 - 28
Petfood Industry - March 2020 - 29
Petfood Industry - March 2020 - 30
Petfood Industry - March 2020 - 31
Petfood Industry - March 2020 - 32
Petfood Industry - March 2020 - 33
Petfood Industry - March 2020 - Petfood Forum tackles market forces, sustainability, CBD
Petfood Industry - March 2020 - 35
Petfood Industry - March 2020 - The future of US pet food labeling
Petfood Industry - March 2020 - 37
Petfood Industry - March 2020 - 38
Petfood Industry - March 2020 - 39
Petfood Industry - March 2020 - Apple cider vinegar: Natural ingredient for pet foods?
Petfood Industry - March 2020 - 41
Petfood Industry - March 2020 - 42
Petfood Industry - March 2020 - 43
Petfood Industry - March 2020 - 2020 pet product sales growth hindsight
Petfood Industry - March 2020 - 45
Petfood Industry - March 2020 - 46
Petfood Industry - March 2020 - 47
Petfood Industry - March 2020 - New Products
Petfood Industry - March 2020 - 49
Petfood Industry - March 2020 - 50
Petfood Industry - March 2020 - 51
Petfood Industry - March 2020 - 52
Petfood Industry - March 2020 - 53
Petfood Industry - March 2020 - Marketplace
Petfood Industry - March 2020 - 55
Petfood Industry - March 2020 - Advertiser’s Index
Petfood Industry - March 2020 - Cover3
Petfood Industry - March 2020 - Cover4
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