Mars Petcare has announced the launch of Perfect Fit, a “super premium, advanced nutrition brand” for cats and dogs, developed in collaboration with vets and nutritionists at the Waltham Centre for Pet Nutrition and Banfield Pet Hospitals.

It said Perfect Fit offers products “which not only meet the nutritional needs of cats and dogs but will also provide a range of services that cater for their broader health needs, from exercise to mental stimulation”.

Elen Gyulnazaryan, Perfect Fit brand manager, said: “Super premium dry products are a huge opportunity for retailers, and we estimate that the combined value of the cat and dog dry market will be well over £400 million by 2020.

“We know that shoppers are increasingly willing to pay a premium for quality, plus they’re more and more health conscious in all aspects of their lives. So we’ve tapped into these trends and created what we see as a real “superfood” brand for pets – Perfect Fit – which we’re confident will drive growth in the category for retailers.”

A £3m marketing investment will support the launch, spanning TV, digital and a sampling campaign. A full range of POS materials will also be available for retailers.

Gyulnazaryan adds: “To launch a new brand in-store, we recommend that retailers do all they can to draw the attention of shoppers to the new product and disrupt the shopper journey, with a tailored message or call to action at each touch-point.

“We have developed a strong, distinctive brand that is noticeably new and unique to the category. The strong new logo, powerful use of colour and vibrant photography will capture the attention of shoppers, improving brand navigation and SKU identification.”