Yorkshire-based pet meals model, Harringtons, has introduced vital model updates to replicate the ever-changing wants of the modern-day shopper. With a brand new and improved recipe for his or her dry pet food, the #1 model is about to make a big impact in its class.
Launched in 2008, Harringtons has gone from energy to energy, changing into the UK’s #1 dry pet food model, with near 2 million patrons buying per 12 months[1]. The brand new and improved recipe now provides specialist-grade diet at extra inexpensive and accessible value factors, containing freshly ready meat substances, salmon oil for more healthy coats, pores and skin, joints and cardiovascular well being. It has additionally added selfmade hen gravy on the within and outdoors of the kibble to make it the model’s tastiest kibble but!
Persevering with to place affordability into focus, IPN exists to make nice pet diet inexpensive and accessible to everybody.
The improved vary can now be bought in smaller pack sizes to higher swimsuit the wants of city pet house owners. This may even assist accommodate these house owners with smaller breeds to whom bulk merchandise are usually not appropriate, to remain on the forefront of customers’ minds as trade leaders.
The brand-new design, deployed throughout the whole model, together with Harringtons moist trays and cans, has been launched to attraction to a wider viewers of customers, because it unites the complete vary with a extra impactful, fashionable appear and feel. With bolder colors designed to create shelf presence, the brand new design is most well-liked by 4 out of 5 patrons and non-buyers alike[2]. Harringtons is a key driver of the pure dry pet food phase, which is rising at +20% vs normal dry pet food up +15%[3].
Harringtons Whole Canine Meals is price £71.8m worth gross sales and has elevated +22.8% within the final 52 weeks[4]. Following such nice success over the past 14 years, Harringtons has rebranded and launched its brand-new packaging to make a better shelf affect and attraction to a wider viewers.
An consciousness driving media marketing campaign may even comply with in Q1 of 2023 to focus on the relaunch to prime consumers earlier than they store.
A part of the Impressed Pet Diet household, Harringtons prides itself on nice diet, with the brand new and improved recipes having meat because the primary ingredient. Harringtons has made an enormous funding in product improve, making specialist-grade diet extra inexpensive.
Talking on the Harringtons rebrand and enchancment, Will Bushell, Head of Canine Advertising and marketing at Impressed Pet Diet, commented:
“We’re tremendous excited to be asserting the brand new and improved model replace for Harringtons. Harringtons’ mission is to make pure, premium degree diet accessible and inexpensive for all. Because the UK’s no 1 dry pet food model, we imagine it is very important sustain with the ever-changing wants of our customers, and with the present price of dwelling disaster, it’s now extra essential than ever to make sure high quality diet is on the market at an inexpensive value. We take pleasure within the high quality of diet we’re providing at this value level which we imagine provides actual worth to retailers’ ranges.
“Not solely does the improved recipe style nice for our pets, however it additionally ensures each canine has entry to unbelievable diet. The updates have taken our All About Canine Meals rating as much as 56%, taking us leagues above the competitors on the identical value level.”.
To search out out extra in regards to the Harringtons rebrand, please go to: https://www.harringtonspetfood.com/
[1] Kantar Worldpanel – Consumers Harringtons Whole Model 52 weeks.30th Oct 2022
[2] IPN canine proprietor analysis, Jan 2022
[3] IRI 52 Weeks. All Shops. eighth Oct 2022
[4] IRI 52 Weeks. All retailers. 10th Sep 2022
