Pet Food News
On January 10, 2013

Nestle Purina to launch new petfood for athletic dogs

Pro Plan Sport dog food geared toward agility, sporting competition dogs will debut in the US in January.

Petfood manufacturer Nestle Purina is planning to launch a new petfood aimed at dogs that participate in athletic events.

The new dog food line, Purina Pro Plan Sport, will debut in the US in January, featuring products designed to support the fitness of active dogs and dogs that participate in agility or other sporting competitions.

"An increasing number of people in the US are taking part in half marathons and triathlons, and more of them want to exercise with their dogs," said Steve Crimmins, chief marketing officer for Nestle Purina Pet Care.

Although Nestle's suggested retail price of US$13.99 for 6 pounds of the Pro Plan Sport dog food is higher than the prices of its standard dog food, the company hopes the new line will drive sales and reinforce consumer loyalty.

"[Petfood] is one of the last things that customers cut back on because of the emotional attachment they have to their animal," Crimmins said. "People who participate in an active lifestyle with their dog are even more resistant to cutting back."

Comments powered by Disqus


Petfood Forum China



Read the June issue of Petfood Industry!

June 2015

The June 2015 issue of Petfood Industry profiles the family owned company, CANIDAE, and how it has succeeded in carving a niche in the pet specialty market. The company believes educating retailers about its products and focusing on consumers' needs are keys to maintaining their spot in the market. Plus, learn how pet food manufacturers can use their product’s packaging as a way of branding to attract customers and why companies are eyeing Poland for market expansion opportunities.

READ MORE in Petfood Industry magazine