Cesar taps into ‘natural’ ingredients trend with new dog food range

By Éilis Cronin in Non-food 29th July 2021

Mars Petcare is launching a Natural Goodness range under its Cesar dog food brand, in a move designed to tap into the trend for premium and natural products across the pet care category.

The range is available now in three flavours:

Cesar Natural Goodness rich in chicken, garnished with sweet potato, peas and cranberry – single – £1.80
Cesar Natural Goodness rich in beef, garnished with carrots, green beans and herbs– single – £1.80
Cesar Natural Goodness rich in chicken, garnished with sweet potato, peas & cranberry, rich in beef, garnished with carrots, green beans & herbs, and rich in lamb, garnished with carrots, potatoes & spinach – multi-pack of 6 (two of each flavour) – £10 and £8 recommended promo price

The launch is supported by TV, digital and in-store promotions.

The Natural Goodness range contains a higher meat and animal derivative content (12%) and a lower fat content (less than 1%) than the core Cesar range, which will “appeal to health-conscious pet owners” and will give retailers a more premium offering.

Arthur Renault, marketing portfolio director at Mars Petcare, said: “The range is designed to offer shoppers something even more luxurious to Cesar’s core range.

“As it is clear that many pet owners are unwilling to compromise on the quality of the food they purchase for their four-legged companion, demonstrated by natural-inspired pet foods achieving 15% growth over the last 12 months.”