Magazine article Marketing

Pedigree Plumps for Slim Pets

Magazine article Marketing

Pedigree Plumps for Slim Pets

Article excerpt

Pedigree plumps for slim pets

The UK is breeding a nation of canine blimps. Or at least, that's the impression any casual observer may gain with the news this week that the country's largest petfood maker Pedigree Petfoods is to launch a low-calorie version of one of its biggest dogfood brands.

Pal Partners Light, a mix of chicken and vegetables, is being touted to a bemused retail trade and could be in shops within a month.

It appears that having hammered their own bodies with the fruits of the 80s health food revolution, the UK's six million dog owners are to take it out on their pets as well.

Or are they? "It is being marketed as a low-calorie product," confirms a bewildered petfood buyer for Asda. "No decision has been made on stocking."

Pedigree's owner Mars maintains its customary status as the Silent Planet. The opposition, however, is reserving judgement. "It is likely to be a niche product," says a spokesman for Nestle subsidiary Friskies Petcare, somewhat witheringly. …

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