Putting Sweden on the pack

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One advertising expert stated that the previous packaging of “Bozita” and “Robur” had too little emotional appeal and too little brand recognition value. He also criticised the absence of Swedish attributes from the packaging, with which Lantmännen Doggy pursues an aggressive advertising strategy. Highlighting the “Swedishness” of the products, which is intended to emphasise the origin of the food, was therefore made one of the key factors in the packaging relaunch. Each pouch now features an idyllic Swedish landscape with a farm, a dog and a green meadow, plus an arc in the Swedish national colours, the colour white – symbolising the purity of the products – as an additional design element and coloured pack sides and bases to distinguish the different varieties. “The curved shapes and friendly colours are intended to appeal primarily to women, who constitute a large group of buyers of dog food,” says August Wolff, managing director of Lantmännen Bozita in Germany. Packs of the super-premium brand “Bozita Robur”, on the other hand, have a design in black and a sophisticated look that communicates the message of top quality and is intended to highlight the scientific claims of the product. “In addition,” continues August Wolff, “both new packaging designs offer even better orientation for the customer. The protein and fat content are instantly obvious and symbols indicate the advantages of each variety.” New varieties To coincide with the introduction of the new packaging design, the “Bozita” range has also been expanded to include three new varieties: “Bozita Active” is ideal for young dogs or adult dogs with a normal to high level of activity. The food contains reindeer meat as well as chicken. “Bozita Senior” caters for the lower energy requirements of older pets and also supplies vitamins and minerals. “Bozita Sensitive Lamb & Rice” has been developed especially for dogs with a sensitive digestive system or food intolerances, and its main ingredients are easily digestible rice, maize and lamb produced in Sweden. Two new varieties are presented in the super-premium “Bozita Robur” range. “Genuine Salmon & Rice” has been developed for sensitive dogs and contains proteins derived exclusively from Scandinavian salmon. The recipe is also gluten-free and so it is suitable for dogs with food allergies. “Bozita Robur Breeder & Puppy XL” was designed for puppies and young dogs of large breeds and is…