Einstein Pets introduced a minimum advertised price (MAP) policy for its dog treats. In order to maintain premium brand status and support a retailer’s ability to remain economically successful, Einstein Pets has implemented map, effective immediately, according to the company.
Under the new policy, resellers are required to price and advertise the Einstein Pets’ products within the range of MAP and the manufacturer’s suggested retail price (MSRP).
“The new policy will further support independent pet specialty retailers that sell Einstein Pets’ products and will ensure a level playing field for authorized resellers. The manner in which Einstein Pets’ products are advertised, promoted and sold is critical to maintaining and enhancing our premium brand image,” says Kelly Ison, Einstein Pets founder and CEO. “This is why we are asking our valued retailers to help us protect the strength of our brand.”
Einstein Pets stated that it is committed to enforcing the policy and partnering only with pet food retailers that share the company's strategy of promoting the Einstein Pets brand in a manner that is consistent with its new MAP policy. The company is also working directly with distributors to identify and stop selling to companies that resell their products on online marketplace websites such as Jet.com, Ebay, and Amazon.com under aliases or fictitious business names.
Headquartered in Sarasota, Florida, USA, Einstein Pets was founded in 2012 and produces dog treats marketed as natural and low-calorie. Einstein Pets markets their products as using only natural, organic ingredients, sourced and made in the US with no animal by-products, no artificial flavors or colors, and no artificial preservatives. Einstein Pets uses ingredients such as coconut oil, chia seed and oat flour.
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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