Nutro: New single brand strategy successfully launched

The new line will be featured as Nutro’s “Choice Family” of premium cat foods and is formulated for “healthy skin, shiny coat and vitality”. “Nutro’s new international cat food packaging and corresponding promotion materials have been successfully launched”, announced Matt DeFreitas, Vice President of Nutro international operations. “Our new packaging is both modern and bright but maintains a classic professional image. The bags are very eye-catching and use vivid colours and designs. However, the new bags will be easily recognized by existing consumers because they retain similar colours and names”, DeFreitas said. The new “Choice” range will consist of eight products categorized into three distinct life-stage categories: kitten, adult and senior. All products remain natural, complete and balanced and are formulated for specific nutritional needs, which are indicated on each package in several key market languages.
The “Choice” range for dogs.
Based on its years of experience, Nutro has created a completely new cat food feeding concept, “Choice Complete Care”. Available in both adult and kitten formulas, products are designed to address a wide variety of issues, healthy skin and coat, reduced shedding, hairball management, litter box odour control, dental health, bad breath, firm compact stools, increased digestion, advanced antioxidants to strengthen the immune system and of course, great taste. “Complete care” products are formulated with premium wholly natural ingredients and are available in 300 g, 1 kg, 3 kg and 7.5 kg bags.
Although the new packaging is strikingly different, there will be no change in Nutro’s commitment to continue providing consumers with what many believe are the best cat foods available in the world.  DeFreitas stated, ”we will continue to provide consumers with our proven products designed to provide premium nutrition and superior performance”.
The new international packaging text and designs have been carefully modified to meet the needs and demands of the more than 40 global markets in which Nutro currently operates. The text will clearly communicate each product’s intended purpose, target age groups and special nutritional indications. “The new packaging is very easy for retailers and consumers to understand and appreciate”, said DeFreitas.
The “Choice” range for cats now introduced in Europe
The eight products in the new “Choice” family of premium cat foods complement Nutro’s “Choice” family of premium dog foods, introduced in…