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Top dogs go premium-plus: the premium pouch products that drive growth in petcare are going even more upmarket.(petcare)
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Grocer
- Article date:
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December 15, 2007
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Copyright informationCOPYRIGHT 2007 William Reed Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Premium has been a driving force behind the growth of many products, but the petcare category is now hailing the arrival of "premium plus".
The overall petcare market growth is 3.1% year-on-year. The biggest brands in the market--Mars UK's Whiskas and Nestle Purina's Felix--are enjoying some of the biggest year-on-year sales growths as consumers continue to switch from canned food to the more convenient, premium pouch lines.
Now Mars and Nestle are launching "premium-plus" brand extensions, says Graham Chadwick, Asda paper and petcare buying manager.
"There has been a premium-plus tier added with the launch of Whiskas Oh So, Felix As Good As It Looks and Felix ...
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