Mars Petcare is set to help grow the pet oral care category with the launch of new Pedigree® Dentastix® Chewy Chunx, available in stores from the 15th June. As the UK’s number one dog oral care brand[1], Pedigree Dentastix is perfectly placed to entice new shoppers to the category through a unique new bitesize format, giving pet owners more freedom to build vital oral care into their existing routine.

Developed with our experts, Pedigree Dentastix Chewy Chunx is a new exciting product that helps prevent plaque build-up throughout the day and will launch in chicken and beef flavours, with mini or maxi options for smaller or larger dogs. Helping retailers capitalise on consumer demand for tasty bitesize products to help them bond with their pet, the new product also provides the added benefit of helping to prevent plaque build-up. The bite-size Chewy Chunx can be offered to dogs multiple times a day and contain less than 3% fat, with 15kcal per treat and no artificial flavours or added sugars.

Arthur Renault, marketing portfolio director at Mars Petcare, comments: “We are extremely passionate about providing pet owners with new products which help them care for their dogs and know a one size fits all approach doesn’t work. By extending our Pedigree Dentastix range with bitesize Chewy Chunx, we are offering more ways for owners to add to their pet’s oral care routine aiming to attract new shoppers through an innovative proposition from a brand people know and trust.”

“Over the last 12 weeks, as inevitably owners have spent more time at home with their dogs, we have seen Pedigree Dentastix grow +10.3% versus this time last year1. This is a trend we hope to see continue and that represents a fantastic opportunity for retailers to capitalise on demand by adding exciting new products to the much loved Dentastix range.”

Pedigree Dentastix Chewy Chunx have gone through a rigorous development process, with collaborations from our internal experts in pet nutrition. Benefitting from their expertise, the new Chewy Chunx not only provide effective defence against plaque build-up, but do so in a tasty, bitesize format that owners and pets are sure to love. The product will carry an RSP of £1.65, and the launch will be supported with social media activation and TV.

[1] Nielsen Total Coverage Value Sales 18.04.2020

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