On the look-out for new niches

With its high-grade dry food products, which are less expensive than the leading super-premium brands, the family firm Bosch Tiernahrung has succeeded in gradually strengthening its market position in the speciality retail trade in spite of growing competition. Bosch's principal brands are "bosch" for dogs, comprising 22 products that are available in up to four different pack sizes, and "Sanabelle" for cats, a line that currently includes six products. In addition to these, the company produces an economy range for price-conscious shoppers. Private label business also takes a high priority at Bosch Tiernahrung.The company has two production plants at its base in Blaufelden. Deliveries to customers throughout Europe leave its logistics centre, which has space for 5 000 pallets. Directly adjacent to this is a recently inaugurated facility covering nearly3 400 m² for small package handling. To create additional storage options for raw materials, a new silo with 21 new positions, a fully automated picking system and a roofed delivery bay are currently under construction.Raw materials and end products are subject to stringent quality control at Bosch Tiernahrung since the introduction some years ago of a comprehensive quality management system, which embraces all parts of the company. Bosch Tiernahrung is certified as complying with three different standards: DIN ISO 9001:2000, the HACCP quality assurance system and the food standard IFS.Exports have consistently accounted for around 40 per cent of the company's business over the years, and Bosch Tiernahrung sees great potential for further growth both at home and abroad. Outside the domestic market, the company's biggest markets are France, Austria, Switzerland and more recently Poland. In France the company has a subsidiary, while all other export markets are served via importers. The company is enjoying steady growth in Eastern Europe in particular.To differentiate itself qualitatively from its rivals, Bosch Tiernahrung is constantly on the look-out for new niches in the market. At Interzoo in Nuremberg, the company will be presenting two cat treats for the first time, "Denta Snacks" and "Thanks Snacks", which are intended to win adherents of classic moist food over to dry food.The firm also has high expectations of the American ferret food "Totally Ferret", which it will be producing and marketing exclusively in Europe from now on (see PET in Europe 3-4/06). This is a range of high-premium food tailored to…