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.