Leading pet brand Fish4Dogs has launched a #TreatSmart campaign this month to help consumers decided which treats are suitable for what type of reward.

Jo Mulgrew, Marketing Director at Fish4Pets said: “We embarked on extensive voice-of-the-customer research when rebranding recently, and we were overwhelmed by the findings. 

“Our customers loved the benefits our treats had to offer, but like many other brands on the market, when browsing on shelf, they found it hard to tell what the treats should be used for. For example, could they be broken into smaller piece and chewed quickly so they could use for training, or were they more of a longer lasting reward?

“We used this information to re-categorise our range and make it easier for retailers to merchandise and consumers to browse.”

Following the research, the brand restructured its dog treats into four unique categories: ‘SUPPORT+’, ‘LOVE’, ‘DENTAL’ and ‘TRAINING’, 

SUPPORT+ is a range of treats and supplements for dogs and puppies that not only taste great, but they also include selected additions to support health considerations such as coat and skin condition and joint health.

The DENTAL range, including the multi-award winning, original, and highly successful Sea Jerky on which the business was first established. Delicious, 100% white fish skin treats that are naturally abrasive in texture, which can help with tartar on teeth and substantially support a dog’s dental health.

In the TRAINING range there are treats for puppies and adults designed to be stimulating and rewarding when working with your dog. Size, smell, and calories were considered when designing these treats, so treats in this range can be used many times during a training session.

LOVE is the range name for luxury Fish4Dogs treats designed to help you show your dog how much you adore them. This range offers unique variety, including crunchy biscuit-style fish treats, a variety of tasty fish wraps and the more unusual, but equally delicious, dried squid discs.

“We have seen these categories go from strength to strength in the past 12 months, not only due to the success of their natural ingredients and palatability, but through effective branding and category segmentation,” added Jo.

“Our new campaign #TreatSmart which starts this month and includes a new ‘TreatSmart’ trademarked logo, incorporates a multitude of material including new Point of Sale for our VIP stores and extensive consumer advertising in leading UK consumer dog magazines to help our retailers pull through sales by offering a clear differentiation in treat product types, unique to the needs of each dog owner.”

For more information on Fish4Pets products, or if you are considering becoming a stockist, please call (01299) 252 352.