Nestlé Purina looks set to relaunch its Bakers dogfood brand amid sales declines.
It has applied to register a new-look Bakers logo with the Intellectual Property Office, under class 31, covering foodstuffs for animals and biscuits and snacks for pets.
The logo features the brand name, accompanied by an illustration of a man in a top hat with his arm around a dog. It also features a depiction of a man and dog walking across a rural landscape.
When approached by The Grocer, a spokeswoman for Nestlé said: “We regularly apply for a variety of trademarks relevant to our wide portfolio of petfood products and brands.
“At this time, we’re not able to give any more details about the trademark application in question.”
Value sales of Bakers products fell by 4.4% to £94.3m on volumes down 6.5% in the year to 6 September 2025, according to NIQ data.
Meanwhile, Bakers owner Nestlé Purina has identified cat snacks as the “fastest-growing subcategory” within petcare, according to Ben Duncan, marketing director at the division.
To tap the market, it added Felix Joyables, a three-strong lineup of “liquid cat snacks designed to create special bonding moments between cats and their owners”, in autumn.
Nestlé Purina rolled out NaviLens codes across its Bakers packs at the start of 2025, allowing people with sight loss to more easily find the information they need.
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