Butcher's Pet Care has revamped its dogfood portfolio to provide more "emotional resonance".

The new-look packs, which are available now, feature larger images of dogs and are intended to provide a more emotionally appealing line-up.

"Packaging in this category works functionally and lacks any depth of emotional resonance," claimed head of marketing Sarah Alexander.

Butcher's accounts for £59.3m of the £243.4m wet dogfood market and grew sales 17.3% last year [IRI 52w/e 31 October 2009].

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