RAW pet food specialist Natures Menu aims to convert more retailers to its 'natural' products
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Retailers may have noticed a change of logo and branding on the raw meat products from Prize Choice. We caught up with Craig Taylor, director of Natures Menu, Prize Choice and Anglian Meat Products, to bring some understanding to the brands he runs and find out how their future plans might affect retailers.
“Throughout 2013 you will see a change in packaging logos from the original Prize Choice logo to our Natures Menu logo. We want to reassure customers that this logo and brand change will not alter the great quality product within the packaging.
"Our business began back in the early 80s under the name of Anglian Meat Products. Since the early days of producing a basic range of minced meats, the business has now grown to produce both a range of single protein products aimed at those wishing to create a home prepared raw diet for their pets – known currently as Prize Choice – and a range of complete and balanced foods – known currently as Natures Menu, which include raw complete and balanced as well as steam cooked pouches and tins.
"One of strongest positives with the Natures Menu brand has always been our honesty and dedication to labelling products in a clear manner, providing not only the exact ingredients but also an image of the ingredients on the packaging. This is something which very few companies can boast due to a simple lack of traceability on their raw materials. With our products the image literally shows ‘what you see is what you get’, and nothing more.
"Today there are so many different varieties and makes of pet food on the market we felt to bring all our known names – Amp, Prize Choice and Natures Menu – together was a clear sign that we see our future growth as an honest, clear brand that appeals to consumers and is as retail friendly as possible.
"There are also many confusing messages within the raw feeding sector. By collaborating and strengthening our brands with clarity we can start to address some of the issues and mixed messages customers are experiencing surrounding the raw diet.
"Our Prize Choice packaging is under review for a certain amount of change, including the brand logo and some of the technical messages we portray on it. As a leading brand within the company for over 28 years we feel an update on the information will allow for the current more researched consumer to quickly understand the products at a glance, and more easily determining how they will fit into their dog’s raw feeding regime.
"We are pleased to be moving forward in a contemporary fashion with a brand that will allow retailers to make the most of our products and pet owners to understand them better.’’
The company will be launching many new products in 2013, starting a raw research team, providing a nutritional hotline for customers and offering retail stores the chance to participate in raw expert training programmes to gain a better understanding of canine nutrition and how to make the best of retailing a range of raw foods.
More information on these initiatives will be revealed in the near future, but anyone interested in finding out more should ring the free-phone number on 0800 018 3770.
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