Targeted at the profitable treats and chews sector, the scheme encourages dog owners to collect wrappers from 14 products. These are converted into points, redeemable against various gifts.
Recruitment to the scheme is via a leaflet and information on Winalot Simply Fresh multipacks and 400g cans. Members get an account number, along with regular statements and a chequebook.
The company said it would be able to communicate details of special offers, personalised discounts and seasonal variants directly to consumers.