New major player in the European pet supplies market

Download: New major player (.pdf file)
The United Pet Group (UPG), which acquired Tetra two years ago, operates two divisions: "Aquatics" and "Companion Animals", the latter comprising products for all pets. In Europe, the US-based group of companies has been represented hitherto primarily by its aquatics firm Tetra. Now the UPG brands "8 in 1" and "Firstrax" are to be introduced into the European market in stages. "8 in 1" has been in existence since 1888 and covers over 1 200 pet food and pet care lines for dogs, cats, birds and small mammals. Under its "Firstrax" brand UPG offers innovative, creatively designed accessories including dog kennels, feeding stations and transport boxes. In the medium to long term there are plans to combine the two brands under the "8 in 1" family brand, however.The company is approaching its European market launch in the companion animal segment very cautiously. To become better acquainted with the European market, UPG has commissioned a transnational survey in which 700 consumers in England, France and Germany respectively will be questioned about pet owning and its special features.To kick off its European expansion, UPG wants to introduce the "Meaty Middles" chew treats. What makes these special is that they are chew bones filled with meat. They come in sizes XS, S, M and L to cater for different sizes of dog. The manufacturer says that the bones contain plenty of chicken meat wound in layers with chewy rawhide and they are extra rich in protein and low in fat."Meaty Middles" have been around in the USA for years. The product was invented by an American dog owner called Les, whose dog Dingo was bored with normal chew bones. Because Les knew how important chewing is for a dog's health, he soaked chew bones and filled the inside with meat. His dog then jumped at the previously despised bone. Les thought that his discovery might interest other dog owners too and so he founded a company, developed his products further and patented them and put them on the market. His success proved him right. He named the company "Dingo" after his dog, and this is the name that "Meaty Middles" chew treats are marketed under in the USA. Business has increased tenfold in the last five years. The particular benefits of this advanced product are that it combines the fun of chewing with the enjoyment of meat in one product and is a clean chewing activity that does not leave any residue behind. Dogs are kept gainfully occupied for a time and also…