Pedigree cans up functional dogfood

Dogfood brand Pedigree is being expanded with a new range of canned recipes providing different health benefits.

Available in a selection of flavours, the products contain either fish oil to encourage supple joints, marrowbone to help develop healthy bones, or wholegrain & taurine for a healthy heart. Each variant will be sold in six-packs of 400g cans (rsp: £3.79 and 400g singles (rsp: 72p).

The launch will be supported with trade advertising and promoted as part of a wider £6m Pedigree advertising campaign during 2012.

Pedigree is the UK’s top-selling canned dog food, with sales up 3.3% year-on-year to £71.3m [The Grocer’s Top Products Survey 2011].