Two brands for dogs

Launched in 2014, the Dog's Love brand has quickly become established as a range in pet stores and supermarkets. "With the product conception and positioning we are right on trend and offer the best choice for customers who carry out in-depth research on dog nutrition and want to buy high-quality, regional food for their dog," explains Petco founder Katharina Miklauz. It goes without saying, however, that top quality, product composition and regional sourcing come at a price.

Over the years, dog owners who have hitherto sought their dog food in the lower-priced segment have also become more aware of better-quality food. "We wanted to take account of this trend and offer them the opportunity to give their pet high-quality, regional food, regardless of budget," adds Katharina Miklauz. This provided the impetus for the creation of the second Petco brand Wow, which was presented for the first time at Interzoo in 2018.
The entrepreneur believes the potential target group for her Wow brand to be extremely large. With a market share of around 47 per cent, this group has a significantly wider spread than the super-premium customer base, which has a share of approximately 15 per cent. "This share is not to be underestimated considering the amount spent by Germans on their pets, which runs into several billion euros annually," continues Katharina Miklauz.
To establish Wow even more firmly in the market, the company has now given the line a complete rebranding: since the start of this year, Wow has a new look, which is, as Katharina Miklauz puts it, "fresher, more modern and with an even clearer positioning in the premium range."

The Dog's Love assortment comprises exclusively single-protein varieties, with all raw materials of 100 per cent food grade. Each variety contains a high proportion of muscle meat. A large number of different types of fruit and vegetables are also incorporated.
To bring the cost of raw ingredients down for the Wow recipes, different varieties of meat along with one or two varieties of vegetables or fruit are used in the composition of each one. Every dog owner should therefore be able to find a product that suits the needs of their dog and their own requirements with regard to dog food.
"The aim is to offer…