Mars Petcare is extending its dog care & treats range with a new wrap product from Pedigree.

The treat is designed to sit within the ‘meaty’ pet care sub-segment, which experienced value growth of 32% in 2018 (Nielsen P1 2019 MAT Total Coverage)

Pedigree Wrap is made with 40% real chicken and safe chopped beef rawhide, with no added artificial flavours or colourants.

Carmen De Vos, senior brand manager for dog care & treats at Pedigree, said: “As our relationship with our pets becomes more emotional, owners want to have more special moments of bonding and connection. Our new product, Pedigree Wrap, gives dogs a differentiated experience that starts with an irresistibly chewy chicken wrap, followed by a deliciously munchy stick.”

Pedigree Wrap is available across the UK market with an rrp of £2.50, and will be supported throughout 2019 with below the line marketing campaigns.

Top tips for merchandising dog care & treats (Mars Petcare)

  1. Make sure you give space on top of your existing range by expanding the space given to dog care & treats.
  2. Site new products in the centre of the aisle, between wet and dry, next to super premium main meal offerings. This is designed to attract maximum footfall and appeal to those who already spend most on their dogs. Pedigree Wrap should be situated between high meat and occupational treats.
  3. Engage shoppers with secondary siting, such as clip strips, off aisle features and on aisle displays, to drive impulse purchases.