Wow factor in the food bowl

"When we brought Wow onto the market in 2018, we wanted to reach the maximum number of dog owners seeking a premium dog food at an attractive price,” says company founder Katharina Miklauz with regard to her brand. Paired with the brightly coloured, appealing brand image, it is a concept to which customers respond well and which provides a species-specific, balanced diet for many canines. The concept has been substantiated by its success and the brand has become firmly established, especially in the German-speaking region.

Wow offers finely tuned, complete foods that have been developed in collaboration with experts according to a natural formulation and comply with top international directives. Containing plenty of fresh meat, nutritious vegetables, herbs rich in nutrients and high-quality oils, every Wow variety delivers essential vitamins, minerals and trace elements to the dog.

In Wow, the Austrian company offers a top food made from high-grade ingredients, preferably sourced regionally, and manufactured with great care. The food is produced wholly in Austria. It is only thus that the company can guarantee that its Wow menus contain practically nothing apart from the many good ingredients listed. The company does not use cereals, gluten, bone meal, any artificial colourings, aromas, preservatives or added sugar, nor does it engage in animal testing. “Each menu is therefore optimally suited to even sensitive canine stomachs. Thanks to the open declaration, the customer can also see at a glance what every Wow food contains,” emphasises Katharina Miklauz.

Wow wasn’t initially as well received by consumers as it is now, however. “In its original form, the brand was felt to be insufficiently natural due to its comic-style appearance,” says Katharina Miklauz with regret. Her team was quick to react, subjecting Wow to a complete relaunch just months after it came out. “The current design is young, modern, vibrant and urban, with a clear colour guidance system so that the customer always knows which can of food to pick. The raw ingredients displayed on the label communicate naturalness and freshness - exactly what is contained in the product,” says Katharina Miklauz, summarising the new design. But even if Wow now goes down extremely well with the market and consumers, the team’s job is not done yet. Work is constantly in progress to develop the current products further as well as to create new ones.