Why do we feed our dogs treats? That was the question that led Fish4Dogs to clearly categorise its extensive treats range into easy to define categories.

The move – part of a wider brand refresh – will see more than 20 Fish4Dogs treats products ‘say what they do on the bag’.

They have been categorised into four groups: Dental, Love, Support+ and Training – helping customers decide on which treats may be best used for a particular purpose. 

Said Jo Mulgrew, Head of Marketing for Fish4Dogs: “People feed their dogs treats for all sorts of reasons: to assist and maintain health and wellbeing, to reward and nurture – the act of feeding a dog by hand can be emotive and increase the bond between dog and human. Taking that food is an act of trust and considerably strengthens the relationship between the two.”

Although most of Fish4Dogs treats can be used in wide variety of situations, some have specific benefits and are better used in certain situations.

This is how the team arrived at grouping them together for ‘best purpose’. Its popular range of Sea Jerky – dried fish skins in a variety of shapes and sizes – is now flagged as Dental. Customers can choose from six varieties to best suit the size and breed of dog and for the primary purpose of helping keep teeth clean and reducing tartar.

The Support+ group includes ‘Morsel’ products with oil properties, vitamins and minerals, to assist digestion, skin and coat and will be joined by Fish4Dogs best-selling Salmon Oil.

Superstars and Freeze-Dried White Fish, which are frequently used as ‘bite-sized’ rewards, are now included within the Training category. These products are produced as smaller pieces which to allow them to be used during a training session and still keep the dog coming back for more.

The Love group is the most extensive category with includes products that previously fell within the Fine Dining sub-brand. These include “emotionally rewarding” premium treats such as Squid Bites, Calamari Rings, Salmon Cookies and Redfish, Lavender & Chamomile Crunchers. Fish4Dogs popular wraps – in Sweet Potato, Apple and Banana flavours – are also found within this group.

The good news for customers is that the change in packaging removes unnecessary cardboard sleeving that used to accompany Fine Dining products and many bag weights have increased.

The groups have colour-coded tops in jade, lilac, silver and yellow to depict the Dental, Love, Support+ and Training accordingly.