Pet project
Overall within the pet food category, value growth has been underpinned by growth in the Irish economy and investment in healthier products by major brands, Euromonitor Ireland reports. While demand for premium brands has increased, as Irish consumers increasingly want the best for their beloved pets, economy products have also performed well, demonstrating value-for-money remains important for many. One company providing both quality and value with aplomb is Co. Armagh manufacturer Mackle Petfoods, whose portfolio we outline below
Print15 June 2018
2018 has been a very busy sales year to date for local pet food manufacturer Mackle Petfoods, with both established brands Brandy and Cat Club performing well and its premium brand Naturo experiencing significant growth over the past year. Mackle Petfoods recently completed a £3m investment in its plastic tray manufacturing facility, enabling the company to more than double production of high quality, natural pet food.
100% natural, 100% feel good
Each of the three flavours of Naturo, including Chicken, Duck and Turkey, each contain 50% high quality meat chunks along with fruit and vegetables in a herb gravy
Naturo pet food is made with 100% natural ingredients that are fresh and locally sourced. Naturo dog and cat food is available in a plastic tray with foil lid and cardboard sleeve, an easy ‘rip and tip’ concept. The attraction of Naturo as a competitively-priced, premium product along with offering retailers incremental sales, has helped the brand achieve impressive growth this year throughout Ireland, the UK and across Europe.
Consumers are increasingly looking for high quality products which support the health and wellbeing of their pet. Every Naturo meal is nutritionally balanced with up to 60% meat and contains no artificial colours, flavours or preservatives. The Naturo range caters for dogs at every life stage, from puppy to senior, taking into consideration some of the specific conditions they may suffer from; sensitive skin or stomach (grain free) and overweight (light with 40% less fat). Various pack sizes are also available, from 150g trays for small dogs to 400g trays and 400g multi-packs for more variety.
The range also includes grain and gluten-free canned food for dogs. The three flavour varieties each contain 50% high quality meat chunks (Chicken, Duck or Turkey) plus fruit and vegetables in herb gravy. Each 390g can includes a number of superfoods, along with the addition of certain ingredients specifically added for their health benefits such as nettle, green tea, rosehip and marigold. Omega 3 and 6 and Glucosamine and Chondroitin are also added to promote healthy cartilage and to keep joints supple and strong.
Naturo has recently embarked upon an extensive advertising campaign across Ireland and the UK for 2018, including TV, online media and a calendar of consumer events and shows. The campaign will introduce Naturo as the one and only natural pet food that makes pets feel good. Entitled ‘A campaign for natural beauty’ – because to Naturo, true beauty isn’t always picture perfect or polished – it promotes the message that ‘pets that feel good, look good’.
For more information and to view Naturo’s feel good films, visit www.naturopetfoods.com.
Because they’re 100% family
Brandy Loaf and Brandy Chunks in Jelly three-packs are price-marked at €2, offering consumers value while delivering strong retail margin
Brandy has a strong local heritage dating back to 1971. Made using only 100% Irish meat sourced from across the Island of Ireland, Brandy is fully traceable from farm to bowl. It continues to perform strongly in the market; testament to a reliable, trusted Irish brand. Sales are driven by Brandy’s two promotional variety three-packs, Brandy Loaf and Brandy Chunks in Jelly, both price-marked at €2, offering the customer value-for-money while offering the retailer strong margin.
Brandy six-packs are available in four variety options, Loaf, Chunks in Jelly, Chunks in Gravy and the newest addition – Grain Free Chunks in Gravy. Brandy Grain Free launched in 2017 and was developed especially for digestive and cereal sensitive dogs to help promote easier digestion, improve skin and coat and reduce itching. Brandy Grain Free gives current Brandy customers an additional option within the range along with attracting new customers with an interest in canned grain free pet food. The Brandy range will be supported by ongoing digital activity and strong promotional activity throughout 2018.
Loved by cats
The search is on to crown the King or Queen of Cat Club, which will see the winning cat appear on-pack, receive a cat photoshoot and a supply of Cat Club cat food
This summer, Cat Club presents an exciting on-pack promotion, not to be missed by retailers and customers alike. The search is on to crown the King or Queen of Cat Club! To win, customers must share a photo of their cat along with why they deserve the Cat Club crown. The winning cat will star on packs of Cat Club, receive a cat photoshoot and a supply of Cat Club cat food. The competition runs from July to October on all Cat Club six-packs (Chunks in Jelly and Chunks in Gravy). It will be supported by an all-Ireland radio advertising campaign, a strong digital campaign and PR activity.
Customers will be able to enter the competition at www.catclubcrown.com.
Prepared using high quality Irish meats, Cat Club cat food is fully traceable from farm to bowl. Cat Club’s carefully prepared natural meaty chunks in appetising Jelly and Gravy have all the nourishment and essential vitamins and minerals to ensure all-round good health and lively energy, so consumers know they are feeding their cats a tasty, nutritious meal they’ll love!
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