Mars Petcare expands seasonal portfolio

By Éilis Cronin in Non-food 7th October 2020

Mars Petcare has added a selection of new products to its seasonal portfolio from its Pedigree, Sheba, and Dreamies brands.

The new launches include two main meals – Sheba Christmas Dinner in Gravy (12-pack; £5.62) and Pedigree Christmas Dinner in Gravy (12-pack; £4) – as well as three new treats – Pedigree Schmacko Turkey and Pedigree Rodeo Turkey (both £1.95) and Dreamies Salmon & Turkey Mix (£1.51).

The seasonal range will be supported by a £1m TV campaign for Dreamies and Pedigree running throughout November and December.

The brand said the during the height of the Covid-19 pandemic, Dreamies grew 13% and Pedigree grew 12% over a 12-week period.

It said Pedigree was the best-selling Christmas pet stocking last year, while the Dreamies Gift Box was the most sold Christmas cat product in the market.

Both brands will have stockings and gift boxes available, complete with new toys.

Arthur Renault, marketing portfolio director at Mars Petcare, said: “After this year’s events, we can’t be sure what Christmas 2020 holds, but we know owners want to mark seasonal occasions with their pets, whether that be including them in gift giving or having a special meal for them to enjoy.”