Grupo Sesajal, a Mexican company with nearly four decades of experience in the food industry and currently ranked among the top 10 pet food manufacturers in Mexico, has announced the creation of NUBAC (Balanced Complete Nutrition) — a new corporate umbrella brand that consolidates and supports the group's pet food portfolio.
The launch of NUBAC marks a turning point in Sesajal's pet nutrition strategy. According to the company, the goal is to strengthen brand identity, unify market presence and communicate a value proposition focused on quality, innovation and closeness with families and their pets.
Unified brand identity
As part of this initiative, Sesajal unveiled the relaunch of three of its flagship brands: Shaggy, Grateful and Felicat. Each brand has undergone a comprehensive renewal in image, packaging and positioning.
- Shaggy, which represents about 60% of total sales volume, keeps its signature red color and cheerful essence, now with a refreshed design reinforcing its identity as a trusted and enjoyable dog food.
- Grateful moves into a higher segment with an orange-based visual identity and stage-specific color codes (Adult: brown, Puppy: blue, Small Breeds: light green). Its message emphasizes connection, well-being and the promise "Happy by your side."
- Felicat, the cat brand, retains its purple color but introduces, for the first time, the image of a person alongside their cat, highlighting affection and trust. Its "Gastro Immune" formula promotes healthy digestion and strong defenses.
Innovation and growth plan
The official launch event took place on October 24 at the Pan-American Stadium in Zapopan, Jalisco. The format blended a formal presentation with a relaxed atmosphere that reflects the company's values of unity, pride and passion — symbols of this new stage for its brands.
During the presentation, company executives will highlight upgrades to production facilities and processes aimed at ensuring greater food safety and product quality. New commercial and communication strategies focused on sustainable growth and national expansion will also introduced as part of the NUBAC 2026 plan.
Market perspective
With this strategic move, Grupo Sesajal seeks to reposition its brands from an economy tier toward higher-value segments, building a unified, trusted identity supported by strong corporate backing and enhanced nutritional performance. In a market characterized by rapid professionalization and intense competition, NUBAC represents a step toward long-term brand consolidation and differentiation within Mexico's growing pet food industry.
