The Health Extension Pet Care management team strengthened their commitment to a minimum advertised pricing (MAP) policy. MAP policies impose restrictions on the price at which a product may be advertised, thereby leveling the playing field for independent pet specialty retailers. To reinforce their strict policy, which has been in place for a year, the company has implemented MAPP TRAP, a sophisticated online price monitoring and enforcement software system.
“By adding this new layer of digital vigilance, we can ensure that all our partners are honoring their MAP agreement,” said Russ Silberman, digital CRM and website manager for Health Extension, in a press release. “This reinforces our commitment to our independent retailers and ensures everyone remains on a level playing field. MAP violators or unauthorized sellers will be immediately notified enabling us to swiftly issue responses or suspensions to assure continued compliance.”
Health Extension updated original pet food’s package
Following the packaging updates recently made to their grain-free cat and dog food lines and line of dog treats, Health Extension Pet Care introduced new packaging for their original pet food line in January of this year.
Health Extension’s new look compliments the recent updates made to their grain-free line by featuring bright color schemes and pets in outdoor scenes. The warm accents and attractive fonts are intended to convey Health Extension’s image and philosophy.
Redesigned pet food packaging and rebranded products helped Health Extension Pet Care increase sales and expand the territory of their grain-free cat and dog food line, Brad Gruber, president and COO of Health Extension, told Petfood Industry.
Last year, Health Extension recently had launched its grain-free Allergix line when Petfood Industry profiled the company. That line now has been completely overhauled and is marketed as Health Extension Grain-Free.
The pet food rebranding efforts worked, and the revamped dog and cat food line has been well received, according to Gruber.
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.
Constraints and crises, like those experienced in 2020, help drive innovation and sustainability offers context.