Procter and Gamble is bringing its premium Iams Dog Foods brand to the UK this Spring. It will join its Cat Food brand counterpart which has been available in the UK for 14 years. Both ranges will be in grocery outlets from April. But the company confirmed that super premium Eukanuba Dog Food would continue to be sold only through pet speciality outlets. The Iams brands will be supported by a marketing programme including targeted instore support. P&G is cagey on details but ads are expected. Saatchi and Saatchi bagged the account last year. Procter & Gamble acquired the Iams company in a $2.3bn deal in September 1999. The UK expansion of the Iams brand into grocery follows the example of the US where the move was made in January 2000. "We plan to expand distribution of the Iams brand in other European countries when the time is right," said James Schedler, md of Iams Europe, Middle East and Africa. {{MARKETING - P&P }}

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