The new Canine Care Nutrition range from ROYAL CANIN has been developed through extensive internal research to support several common sensitivities found in dogs including digestion, skin, coat, weight, joint, dental and urinary tract health, plus food tailored to support the change in nutritional needs of dogs post neutering.
Available from May 2019, the range offers a complete and balanced combination of both wet and dry diets, boasting proven results on every pack and visible results pet owners will see after a number of weeks of exclusive feeding. The new range meets ROYAL CANIN’s high standards of excellent product digestibility, and palatability – a key benefit for owners considering a change of diet for their dog.
ROYAL CANIN Retail Marketing Manager Ben Hurley says: “The pet population is on the rise, with a record nine million dogs in the UK and our objective is always to offer pet owners the best possible nutrition to support their pets. Canine Care Nutrition provides this tailored support for different sensitivities with proven results easily visible to owners. For the specialist pet trade, it is another way to differentiate themselves, and with the ROYAL CANIN® range, enhance their position as experts on canine nutrition.”
Previously available in other markets but new to ROYAL CANIN UK is Sterilised, for dogs post-neutering. Offering a 14 per cent reduction in calories compared to adult maintenance diets, it also satisfies the appetite, thus helping maintain ideal weight. The inclusion of Sterilised Wet pouches will attract owners who prefer to mix fed, and enables retailers to cross-sell across wet and dry, or offer it as a trial introduction.
Coat Care includes proteins and omega 3 and 6 fatty acids specifically selected to support skin and coat health and will result in a shinier coat after 28 days of exclusive feeding – also available in wet pouches.
Dental Care uses an exclusive kibble shape that provides a daily tooth brushing action combined with calcium chelators that aid in up to 99% reduction of tartar build up
Urinary Care supports a healthy urinary system which can be a particular concern for small breed dogs – with a balanced mineral content, it promotes urine dilution by up to 21%.
In store, the Care range will be supported by a variety of point of sale with clear messaging so pet owners are able to navigate the range easier on and off shelf, also ensuring a big focus on the PROVEN RESULTS which will support and encourage buying behaviour.
The Care range is also being supported by an extensive Consumer PR Campaign that will kick off from June, highlighting the common misconceptions about dog’s nutritional needs and raising awareness of sensitivities.
Ben Hurley comments: “We are really excited to be putting so much behind the launch of Canine Care - this will be our biggest campaign to date and the activities we have planned will enable us to reach more pet owners to raise awareness of different sensitivities and the unique formulations we offer. Our end goal is to drive new pet owners in to the specialist pet trade to recruit them in to the category.
“Even among healthy adult dogs, one in three can be affected by sensitivities such as loose stools, flatulence, dry skin or a dull coat. Canine Care Nutrition means that owners, and the specialist pet trade, can provide a nutritional answer tailored to supporting a particular concern or sensitivity backed up by proven result claims.”
For more information about Canine Care Nutrition, contact your ROYAL CANIN business manager or call 0845 606 9980.