Mera unveiling new cat food line

2009 may have been a year of crisis, but for Mera Tiernahrung it was an excellent year. Last year the Kevelaer-based pet food manufacturer achieved “high double-digit” sales growth in the speciality trade with its “Mera Dog” dog food brand, according to Günter Kalf. This great result may have been due in large measure to a packaging relaunch for the brand and the products in the new “Pure” series. Thanks to its satisfactory development, Mera Tiernahrung has already extended the 50 000 t-capacity production plant it moved into in 2007 by a further 5 500 m2 hall area for packing and logistics. The company is currently considering further investment. Günter Kalf says: “We see that our products are popular, but of course we must expect greater competition in the market. We are trying to create the basis for successful future development, therefore, by becoming active in different product and sales fields, and we are already doing this.” This includes increasing export activities. Sales outside its domestic market currently account for just 25 per cent of Mera Tiernahrung’s overall sales. The company supplies 27 countries, with Italy, the Nordic and Benelux countries, Austria and Switzerland among its most important export destinations. Günter Kalf regards it as a great advantage that the pet food manufacturer has placed its speciality trade brand in the upper medium-price category and not exclusively in the super-premium segment, like many of its competitors. “We are finding that a growing number of consumers are no longer willing to pay such a high price for premium products. People are looking for products that meet the usual high quality standard on the one hand, but are also somewhat better value on the other.” He believes that the group of dog owners prepared to continue paying a very high price for their pets’ food will contract substantially. Bakery products are a hit Another highlight of Mera Tiernahrung’s production in the last few years has been its bakery products for dogs. The company has now developed into a leading manufacturer in this segment, and its fourth bakery line has just gone into production at its site in Kevelaer. Günter Kalf emphasises that the company has been experiencing strong growth in the bakery products sphere for years. A large proportion of sales in this segment are via the “pick and mix” bar, i.e. loose products. To propel the “Mera” brand more strongly to the forefront in this merchandise segment in the future, the company…