IAMS is launching a range of healthy dog treats, giving consumers a low-fat option.

The brand is dedicated to improving pet nutrition and has pet health at the forefront of all product development. This new range of treats is rich in taste, low in fat and made with no artificial flavourings.

IAMS Minis Dog Snacks, which are made without gluten, are a tasty and healthy reward for any sized dog.

IAMS Minis are available in three different taste variants

• Lamb with Cranberry
• Beef with Apple
• Chicken with Carrots

The retail launch will be supported across all channels with print ads, online banner ads, PR, online seeding and POS materials, all raising awareness of this  range and communicating that ‘what pets eat isn’t always what pets need’.

Through this launch campaign, IAMS aims to educate dog owners that good behaviour can be rewarded with healthy, beneficial treats and to avoid the temptation of giving treats that are high in fat and low in nutritional value, or meant for human consumption only and therefore potentially harmful for the dog. By tackling this unhealthy snacks issue now, owners can help to prevent future health problems such as obesity.

Kellie Ceccarelli, Veterinary Training Manager at IAMS, comments: "Quality nutrition is at the heart of everything we produce, and we know a balanced diet makes a big difference to dogs – from their health and well-being to the way they look.

"We hope to strengthen the snack market with our IAMS® Minis range and to educate consumers that tit-bits and fatty treats from the table aren’t the best way to go for a healthy and happy pet.” 

For more information visit www.iams.co.uk