Nestle Purina has announced the launch of Beyond, a new premium dry dog food brand made with selected natural ingredients.
Beyond consists of two sub-brands, Simply 9 and Superfood Blend, with three different recipes.
Simply 9 contains nine key ingredients, whilst Superfood Blend combines nutrient dense ingredients, aimed at consumers who want to know more about the ingredients in their dog’s food.
Beyond ranges from 2kg (RRP £9) or 10kg packs (£38) and comes in three recipes; lamb with whole barley, chicken with whole barley and superfood salmon, oats and sweet potatoes. The launch is supported by social, digital and TV advertising.
Beyond brand manager Amie Farrell said: “We’ve seen considerable growth of a new pet food category that’s being driven by consumers wanting simpler messaging from brands and a two way dialogue, so it’s really exciting to be launching a brand that delivers this.
“We believe Beyond will carve out a new space in the category, with its appealing and simple description of what goes into each bag - from the perspective of both ingredients and expertise. At Purina, we’re proud experts in dog food and feel confident that this compelling offer allows us to meet a new consumer demand, whilst allowing key retailers to share the benefits.”