A dogfight between Nestlé and Procter & Gamble is due to start next week with Nestlé’s launch of Purina One - a new super-premium dry petfood that will compete head-on with P& G’s Iams brand.
Purina One has been tailored
to suit animals at different lifecycle stages and contains vitamins, nutrients, anti-oxidants and rice to support the immune system, delay signs of ageing and aid digestion.
The new range will include 14 lines for cats (from 300g to 3kg) and 11 lines for dogs (from 800g to 3kg) and retail prices will start from £1.69 for an adult cat 300g pack and £2.29 for the 800g version for dogs.
In the US, Purina One is a $400m brand and was added to Nestlé’s petfood stable, which includes Felix, Winalot, Go-Cat and Bakers, when it acquired petfood giant Ralston Purina for $10.3bn in 2001.
Senior customer development manager Ian Rowlands said annual sales of Purina One in the UK were expected to reach £42m in three years and should eventually overtake Iams as the leading super-premium dry petfood brand.
The launch will be backed by a £10m marketing campaign, which begins on July 1. Half the budget will be spent in the first six months to include a £1.5m TV and £1m women’s press ad campaign as well as outdoor, internet and radio advertising.
Sean McAllister