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Pet Food News
On May 1, 2013

Iams petfood brand campaign reminds owners that pets aren't vegetarians

Relaunch of Iams ProActive Health dog, cat food includes new meat options with no added plant proteins

Petfood company Procter & Gamble recently relaunched its Iams ProActive Health premium dry dog and cat food brands. This includes "new marketing messages that remind pet owners that their dogs and cats are not vegetarians," according to Jon Moeller, chief financial officer of P&G.

Moeller said some petfoods add plant proteins like gluten, but Iams' petfoods contain 50 percent more animal protein than comparable products and no added gluten.

The relaunch also includes new packaging sizes to target consumers' preferred price points.

Additionally, several new products will be launched over the coming months. Iams' So Good brand will be its first in the mid-priced dry dog food category, containing ingredients like chicken, fruits and vegetables, but free of dyes, added sugar and and artificial preservatives. Iams Woof Delights will be launched to offer consumers a choice of wet dog food, free of fillers, artificial flavors and added gluten.

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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.

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