Burgess Pet Care is planning to help retailers unlock the potential of multi-pet households, with a rebrand which sees the full range brought under the ‘Burgess’ banner.

The new brand identity, unveiled at PATS Harrogate, sees all packs move to a common approach, with the Burgess family name playing the lead role across the range. The new packs feature a simplified communication of the products key features and benefits, a bold modern treatment of the Burgess brand, and a large real-life image demonstrating the emotional connection we have with our pets.

Burgess are helping retailers take advantage of the increasing opportunity presented by households with more than one pet type. The number of these households is increasing, and the pet trade are uniquely placed to cater for all of their needs. Catering for the Nation’s top 9 favourite family pets means that Burgess are perfectly placed to help retailers take advantage of this trend.

The newly designed packaging has been developed in conjunction with consumers and retailers over a period of 12 months, and the business have been extremely careful to avoid consumer confusion during the transition. The Excel and Sensitive brand names have both been maintained on pack, and all bags will be stickered before and after the re-launch to ensure consumers can find their packs. Likewise, all recipes and core range pack weights remain unchanged.  

The increased emphasis on the Burgess family name also allows the company to emphasise the core aspects of the business;  a British family company, its rich food production heritage (over 200 years), and above all its long-standing connection to the pet trade and pets themselves.

Justin Heaton, Head of Sales and Marketing at Burgess, said: “There have been tremendous changes in the market over the last 18-24 months and we are always striving to meet those changing demands.

“From the research undertaken, the strength of the Burgess brand really shone through.  Both customers and consumers really valued our British agricultural heritage, our family values and our passion and expertise in pet care.”

Burgess revealed their new-look identity at PATS Harrogate; with a brand new exhibitor stand displaying the new packs, which are scheduled to hit stores from October 2014. 

Justin continued: “The feedback so far has been tremendous, and we look forward to working with our customers to deliver long-term growth.”

Burgess are urging all retailers to get in touch to learn about how they can take advantage of the multi-pet opportunity, and to discuss the bespoke deals, training and support packs that are available.

Contact Burgess on 01780 483311.