Iams to move into French grocery segment

Iams Pet Food is to move into the French supermarket segment with its products in September. The company told PET in Europe that it had no plans to take a similar step in Germany for the foreseeable future. At present the pet food manufacturer is reviewing and refining its dual-channel strategy; its strategic objective of growth in both the supermarket sector and the speciality trade has not been achieved to the desired extent in either Italy or the UK.
To get better acquainted with the European market, Iams has decided to move into the grocery segment in a further test market, namely France. France is a suitable location to test the waters because it is a relatively low-risk market for Iams, as the company only has a comparatively small base there. The company’s “Iams” brand is sold in supermarkets in the USA and Japan as well as in Italy and the UK.