Manna Pro Products, CalorieSmart Fruitables
The CalorieSmart Fruitables range is distributed in major retailers in the USA and pet stores across the world.
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Manna Pro Products

"Drive for innovation"

Manna Pro Products, a St. Louis-based manufacturer of pet care and nutrition products, acquired Hero Pet Brands last year. PET worldwide talked to Neli Ban, the UK-based international account manager of the company.
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What dominant trends are you seeing in the category of animal health and animal care?

Given the strategic direction of our company, we're happy to see that the trend for natural, plant-based products continues to grow. In the USA, this has helped Vet's Best to continue to expand in the natural flea & tick segment, which it dominates, and in the UK and export markets we have grown our Advanced Oral Care range. This also means that the Espree grooming range, based on organic aloe vera, continues to be popular all over the world.
We all know that dog obesity is an issue and listings of our CalorieSmart Fruitables range based on pumpkin, sweet potatoes and a blend of superfoods continue to grow in major retailers in the USA and pet stores across the world.Despite all the new trends, people still like to rely on tried-and-tested classics when it comes to urgent pet-related issues such as dog mess. That's why Simple Solution stain and odour removers continue to be the product of choice for people who want to keep their house clean and their pets and children safe from harsh chemicals.  

Hero Pet Brands became part of Manna Pro Products in 2019. What are the consequences of this change of ownership for Hero's international business?

This was great news for the UK office where I'm based and where all the international business is handled from. It means we now have a wider family of high-quality, innovative and trusted brands to offer our existing Hero customers. Because we have brought all Manna Pro export customers under one roof, it means we can provide better customer service and support to the combined international business.

How many employees work for Manna Pro?

Across the various locations, Manna Pro employs 300 people.

Where do you manufacture your products?

Manna Pro manufactures in various locations in the US, UK and in China.

What are your main arguments for retailers to include your products in their range?

We're in a lucky position where retailers are familiar with our brands and the quality associated with them, as well as our drive for innovation. Many of our products are functional, so once people try them and see that they work, the main argument is done.

Which of your brands have the highest sales?

This varies per country and per sector. Manna Pro…
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