Mars Petcare’s luxury dog brand, Cesar, is unveiling a new product range that’s designed for health-conscious pet shoppers, as well as featuring the brand’s first multi-serve format.
Mars Petcare is launching a natural-inspired range under its premium dog brand, Cesar – the number one dog wet single-serve brand in the UK market[1]. The new range features a multipack format, and the brand’s first wet multi-serve option – Cesar Natural Goodness Cans – that caters for two to three servings. Available now, the products are available in 100% recyclable packaging, contain 100% natural ingredients with vitamins and minerals, are grain-free and contain a selection of wholesome ingredients, including cranberry, sweet potato and beans.
The ‘Natural Goodness’ products tap into the premium and natural trends seen across the petcare category. Containing a higher meat and animal derivative content (+12%) and lower fat content (-1%) than the Cesar core range which will appeal to health-conscious pet owners, the range will launch in three flavours, rich in chicken, garnished with sweet potato, peas & cranberry, rich in beef, garnished with carrots, green beans & herbs, and rich in lamb, garnished with carrots, potatoes & spinach. It will give retailers a more premium offering to tempt Cesar shoppers and those looking for a multi-serve option.
Arthur Renault, Marketing Portfolio Director at Mars Petcare comments: “After our success in 2020, where Cesar’s value growth eclipsed the combined value growth of four of our single serve competitors[2], we knew we wanted to continue driving momentum. Half of our Cesar shoppers wanted the brand to offer a multi-serve option and we listened. This is how Cesar ‘Natural Goodness’ came to life.
“The range is designed to offer shoppers something even more luxurious to Cesar’s core range. As it’s clear that many pet owners are unwilling to compromise on the quality of the food they purchase for their four-legged companion, demonstrated by natural-inspired pet foods achieving +14.8% growth over the last 12 months[3].”
The new range will be available in a single can format and a multipack of x6 (x2 of each flavour), carrying a RRP of £1.80 and £10* respectively. Cesar’s ‘Natural Goodness’ range will be supported by TV, digital and in-store promotion and, in line with Mars Petcare’s efforts towards a more sustainable portfolio, the packaging is 100% recyclable.
[1] Nielsen RMS, based on value, grocery multiples, full year 2020
[2] Nielsen RMS, value sales, grocery multiples, full year 2020
[3] Mintel 2020
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