The Mexican pet food market is continuously surprising with new product developments. Recently, the Monterrey, Mexico-based company Pet Markt Co. launched the first human-grade treats for dogs, Un Dos Treats.
The brand’s main feature is its 100% human-grade ingredients, which means a step forward toward pet food humanization. As far as we know, this is the only pet food product with such a marketing claim in Mexico. Un Dos Treats is also unique for including traditional Mexican recipes, according to company CEO Alejandro González.
For dogs, the company introduced two different product lines: Antojitos and Gourmet Bites. Antojitos, which is the colloquial name to refer to Mexican-style snacks, are soft treats in the shape of a Mayan pyramid. The treats are available in three different varieties, based on three recipes from the local cuisine: tamales (steamed cake of dough made from corn and stuffed with meat); enchiladas (a corn tortilla rolled around a filling and covered with a savory sauce) and, tinga (spicy pulled chicken).
Gourmet Bites are also available in three different varieties, suitable for all dog breeds and ages: beef & berries, fish & citrus and duck & cherry. They consist of crunchy, easy-to-chew baked small bites with a shape featuring the ball used in the historical Mayan ballgame.
For cats, the company introduced Catgrass, natural wheat-based grass with chlorophyll, folic acid and enriched with vitamins and antioxidants that benefit the cat’s immune system and help prevent heart disease and cancer, according to the company.
The packaging of Un Dos Treats is also new to the local pet food industry, featuring an eco-friendly, aluminized cardboard, tubular container.
Un Dos Treats products are a good example of the so-called humanization trend within pet food. With such unique recipes, the company is targeting consumers who like pampering their pets, providing a more human experience to them.
It is foreseeable that eventually, more companies will join Pet Markt in introducing human-grade products in Mexico. However, it is worth noting that in the Mexican market, pet food humanization has a constraint due to the price of higher value-added products.
Iván Franco is the founder of Triplethree International and has collaborated on hundreds of research projects for several consumer goods industries. He was granted the Global Consultant of the Year award by Euromonitor International and authored the book 17 Market Strategies for Growth (in Spanish).
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