Mars Petcare has launched a brand new ‘super premium’ advanced nutrition brand in dog and cat food called Perfect Fit. 

Perfect Fit meets the nutritional needs of cats and dogs while also catering for broader health needs, from exercise to mental stimulation that address the ‘three pillars of pet wellbeing’, “feed, move and play”. 

Mars Petcare has identified the five most common health needs of cats and dogs and developed a solution with the Perfect Fit Total 5 formula. 

The cat products are available in pack sizes of 190g (RRP £1.39), 750g (RRP £4.49), 2.8kg (£12.99) and 7kg (RRP £29.99) for life-stages kitten, adult (1+) and senior (7+). The range of Perfect Fit dog products will launch in February 2017. 

Elen Gyulnazaryan, Perfect Fit brand manager, said: “Super premium dry products are a huge opportunity for retailers, and we estimate that the combined value of the cat and dog dry market will be well over £400m by 2020. We know that shoppers are increasingly willing to pay a premium for quality, and they are more and more health conscious in all aspects of their lives. So we’ve tapped into these trends and created what we see as a real ‘superfood’ brand for pets Perfect Fit which we’re confident will drive growth in the category for retailers.”  

Mars Petcare officially launched the Perfect Fit brand on January 20 and the range will be supported by a £3m activation campaign in the UK, including a TV advert, digital awareness campaign and a huge sampling campaign. A full range of POS materials will be available for retailers to bring this launch to life in store.