Natural pet food brands Barking Heads and Meowing Heads have undergone a major brand evolution, with new designs to be rolled out across their entire portfolios.
Pet Food UK, the company behind Barking Heads and Meowing Heads, has modernised and unified its packaging designs, moving to flavour-led ranges which communicate the nutritional benefits of the products while retaining the brands’ famed humour and irreverence.
A new flavour, Beef Waggington, has been introduced, while brand mascots Bailey the dog and Phoebe the cat have been promoted to Head of Happiness and Head of HR (Health & Recreation) respectively.
The company has also moved from tins to pouches on its wet ranges, which provide the food with a fuller flavour and reflect consumers’ increasing desire for simple, high quality packaging. All products are made with natural ingredients, completely free from artificial colours, flavours, preservatives and GM ingredients, approved by vets, and boasting up to 93% meat content.
Founded in 2008 by Paul Hunter, Dave O’Regan and Jim Moloney, Barking Heads and Meowing Heads were launched with the mission to help all dogs and cats to live happier, healthier lives by providing the foods they naturally deserve. In 2017, Pet Food UK received a £5m investment from Piper, the UK’s leading specialist investor in consumer brands, and food industry veteran Mark Escolme (Gü Puddings, Spillers, SC Johnson and Findus) joined as chairman. In February, Pet Food UK featured in the Sunday Times SME Export Track 100 after increasing international sales by 80% over two years.
Sarah Kaye, Managing Director of Pet Food UK, said: ‘As we approach our 10th anniversary, we’re excited to have given our sibling brands major makeovers which convey our message of absolute quality while retaining our inimitable personality. The natural premium sector is growing 27% YoY* as consumers rightly demand the very best food for their pets. We look forward to continuing to bring health, happiness and fun to dogs and cats everywhere.’
The new designs will be unveiled in Waitrose stores this month (May) and roll out to other stockists thereafter.