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




Read the April issue of Petfood Industry!

April 2015

The April 2015 issue of Petfood Industry looks at different pet food markets around the world. Read about Sojos, a US company which aims to transform the lives of pets through raw pet food. As these specialized diets become increasingly popular in the dog and cat food markets, learn how such trends are carrying over into bird and small animal food. Plus, see how pet food companies in Russia are reacting and reconsidering production strategies in the wake of rising prices due to exchange rate fluctuations.

READ MORE in Petfood Industry magazine