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Pet Food Labeling
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Mars sues Simmons over dog food label similarities

Mars Petcare filed a lawsuit alleging that Simmons Pet Food’s Signature brands copied the packaging of Pedigree dog food, which the Mars stated is the best-selling brand by revenues in the United States in 2020.
October 6, 2020
Tim Wall
Mars believes that Simmons infringed on Pedigree’s trade dress by using the same label colors and design elements.
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'3 circles' scientific analysis of pet food brand strategy

Scientific literature about pet food remains small compared to other fields. Most research on pet food focuses on nutrition, health and ingredient usage.
September 9, 2020
Tim Wall
Pet food companies reevaluate their marketing strategies to ensure that they are providing the products that pet food customers want.
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Dog food, treat brands adapt marketing post-DCM

To address dog owners’ fears, Icelandic+ executives adapted the marketing of the companies’ dried herring and capelin products for dogs after the FDA announcement.
November 20, 2019
Tim Wall
While the consumer fears of DCM closed a door for some brands as sales of their products declined, a window opened for dog foods and treats positioned to rebrand or reformulate.
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