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."
Pet owners want a lot from their pet food brands. They want primary proteins that suit what they believe is best for their animal. They want grains or they don't. They want something customized, but it has to be easy to understand.
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