Ideal Balance is an exciting new brand of canine and feline petfood from Hill’s and their biggest brand launch since Science Plan broke the mould in 1968. Until now, there has been no petfood brand which fully captures the potential of ‘natural’ while also offering advanced nutrition credentials. This is a tremendous opportunity to give your customers exactly what they want.

With Ideal Balance, there’s no need for pet owners to compromise on nutrition or their desire for fresh, natural ingredients. With fresh chicken as the first ingredient, it’s a brand that appeals to both the head and the heart and it occupies a new and exciting space in the petfood category.

Sales of natural petfood brands are growing from strength to strength, making it a trend that retailers cannot afford to ignore. And humanisation of petfoods is another strong driver: we want our pets to eat food of the same quality that we do.

Hill’s is perfectly positioned to combine this drive for high quality, wholesome and healthy ingredients with nutritional excellence that avoids nutrient deficiencies and excesses. Nutritional expertise and an ingrained rigorous approach to quality, means Ideal Balance is a brand that will deliver in every respect.

With brown rice as the main carbohydrate source, the range contains no wheat, maize or soy and ingredients like apples and flax seed feature in the nutritious recipe.  All of this and the attractive ‘fresh meat first’ proposition too!

Again picking up on humanisation of petfoods as a major influence on consumers’ purchasing habits, Ideal Balance ‘No Grain’ dry is a show-stopping option within the range. As well as being the ideal choice for pets with individual dietary requirements, ‘No Grain’ will resonate with consumers that demand cereal-free recipes. 

So if Hill’s has hit the shoppers’ sweet spot with fresh meat first, naturals, no grain and three flavours in the canned product, how excited should retailer be about the profit potential? Priced to reflect a high-end premium proposition, Ideal Balance* starts at £4.99 for 700 gram Canine dry (or £5.49 for the ‘No Grain’ option) and £3.89 for 300 gram Feline dry (£4.29 for No Grain). 

Avoid the rush and take advantage of your ‘heard it first status’: pre-order by calling Barry (01923 814539) or Helen (01923 814596) in our telesales team.

*Retail selling prices are recommendations only and there is no obligation on the customer/retailer to comply with these recommendations