In This Issue
Revealed: Secrets of UK’s Pet Retailer of the Year
UK’s 'oldest' pet shop is put up for sale
PATS reduces show’s impact on environment
Pet owner finds stone in packet of dog biscuits
Pet firm wins Business Start-up of the Year award
IAMS launches largest media campaign to date
New Hurtta Coats available from Pedigree Wholesale
Natures Menu introduces two new Country Hunter variants
Scruffs offers memory foam dog bed in October giveaway
Get your own copy of Pet Trade Xtra
Animal welfare boosted by new law coming into force
DEFRA update guidance documents for new animal licensing laws
Nominations open for CEVA Animal Welfare Awards
Launch of hard-hitting animal cruelty book
Double silver award for Collarways
Women pet owners more likely to be brand loyal
Nylabone launches Beff Jerky Power Chew range
Long Paws’ new Poop Porter creates 'Marmite moment'
The best of the previous Pet Trade Xtra
Could this award-winning product take the market by storm?
Picture round-up from PATS Telford
Town hit by shock pet shop closure
Lily's Kitchen appoints new CEO
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IAMS launches largest media campaign to date

IAMS has announced the launch of its new range IAMS for Vitality, which will be supported by a £2million multi-channel media campaign, the largest in the brand’s history.


The campaign will Include TV advertising, PR, digital, social, mass sampling and sponsorship of the world’s biggest dog show, Crufts.


IAMS for Vitality is the next evolution of the brand’s historic dry food range, IAMSProActive Health, with an upgraded recipe that includes fresh chicken to meet demand for premium ingredients and appeal to a wider audience.


The new and improved formula responds to insight revealed from IAMS own survey of over 8,000 pet owners across Europe, which highlighted that shoppers are seeking a nutritious food which promotes health benefits for an active life and is available in a wide range of tasty flavours that pet’s will enjoy.


That’s why the new IAMS for Vitality range, which has been developed together with vets, offers expert nutrition that has been tailored to fit all life stages, breed sizes and target specific needs together with a great taste pets will love allowing owners to enjoy their pet at their very best.


What’s more, the range features all the essential vitamins, minerals and nutrients needed to support the 7 signs of healthy vitality. This includes strong muscles and good digestive health as well as a healthy urinary tract and heart. IAMS for Vitality also supports a glossy coat, healthy skin and teeth and a strong immune system for a happy, playful pet that looks and feels great whatever their life stage.


With over 70 years of experience, IAMS new and improved formula offers cats and dogs a range of nutritional benefits including:

  • High levels of animal protein, with up to 85% for dog and 91% for cat (out of total protein)
  • With fresh chicken for both cats and dogs in addition to a new lamb variant for dogs for a taste they will love and improved digestibility
  • No fillers, artificial colours, flavours or GMOs
  • Wheat free+

Ashleigh Foster, Senior Brand Manager at IAMS, said: “We’re very excited to announce the launch of our new and improved IAMS formula together with our largest media campaign to date. We’ve listened to what owners are looking for in their pet’s diet and responded with a range that combines vet expertise with everything needed to support the 7 signs of healthy vitality. IAMS for Vitality is also available in a number of great tasting flavours as well as newly featuring deliciously fresh chicken for nutrition pets will love.”

IAMS for Vitality new cat range is available in:

  • Kitten with Fresh Chicken
  • Adult: with Fresh Chicken, Freshly Frozen Lamb, Freshly Frozen Salmon or Freshly Frozen Ocean Fish
  • Senior: with Fresh Chicken or Freshly Frozen Ocean Fish
  • Specialised diets: Light in Fat, Indoor (new), Hairball and Dental (new)

IAMS for Vitality new dog range is available in:

  • Puppy with Fresh Chicken
  • Adult: with Fresh Chicken or Freshly Frozen Lamb (new)
  • Senior: with Fresh Chicken
  • Specialised diets: Light in Fat

To find out more about the full range of IAMS for Vitality visit

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