The new “Eukanuba”

The new "Eukanuba" comes in new packaging with the exclusive "Eukanuba" Vital Health System and, as the company explains, an even better flavour. The reworked line is to be introduced into speciality stores in the autumn, but the relaunch won't mean an increase in price, P & G stresses.The company says that its new Vital Health System is based on animal protein combined with special beneficial ingredients and it provides dogs with a number of clinically tested nutrients. It should ensure that "Eukanuba" offers dogs the optimum care in six important areas:Prebiotics intended to strengthen the pet's defence mechanisms;The optimum ratio of omega 6 to omega 3 fatty acids to ensure healthy skin and an optimal coat;Animal protein to ensure strong, lean muscles;A natural blend of fibre (including root vegetable fibre) for a healthy digestive system;Calcium for strong bones;The Dental Care System of "Eukanuba", which according to the company reduces tartar build-up by up to 55 per cent in 28 days.At the same time, "Eukanuba" has now been made even tastier, but without the addition of artificial colourings, flavourings or preser-vatives, according to P & G. The company proved that the difference has not been concealed from dogs with the aid of pet studies that resulted in a much higher acceptance of the new "Eukanuba".New design and new look for the shelfThe packaging has also changed. The aim here was to come up with a classy design that conveys to dog owners the high quality of this super-premium pet food. The new design features stronger colour coding and bigger photographs to enable shoppers to distinguish the varieties available more easily. The 100% seal on a stylised winner's sash, familiar from dog exhibitions, is intended to communicate the high standard of "Eukanuba". Another new feature is that customers can see how many days they can feed their pet with the product for. The six new symbols of the Vital Health System, illustrated on the front and back of the new packaging, should also explain to dog owners that the product contains clinically tested ingredients for the six health aspects addressed.Until the market launch takes place, "Eukanuba" products come with an insert explaining the future changes. As soon as the new design is on the market, small packs will carry a sticker explaining the changes, while the relevant information will be printed on the large packs.To support the market launch, P & G has also redesigned its shelf…