Pedigree launches new Dentastix range


Mars Petcare is set to help grow the pet oral care category with the launch of new Pedigree® Dentastix® Chewy Chunx, available in stores now. Pedigree Dentastix aims to  entice new shoppers to the category through a new bitesize format, giving pet owners more freedom to build vital oral care into their existing routine.

Pedigree Dentastix Chewy Chunx helps prevent plaque build-up throughout the day and will launch in chicken and beef flavours, with mini or maxi options for smaller or larger dogs. Retailers can capitalise on consumer demand for tasty bitesize products to help owners bond with their pets, and the new product also provides the added benefit of helping to prevent plaque build-up.

The bite-size Chewy Chunx can be offered to dogs multiple times a day and contain less than 3% fat, with 15kcal per treat and no artificial flavours or added sugars.

Arthur Renault, marketing portfolio director at Mars Petcare, commented: “We are extremely passionate about providing pet owners with new products which help them care for their dogs and know a one size fits all approach doesn’t work. By extending our Pedigree Dentastix range with bitesize Chewy Chunx, we are offering more ways for owners to add to their pet’s oral care routine aiming to attract new shoppers through an innovative proposition from a brand people know and trust.”

“Over the last 12 weeks, as inevitably owners have spent more time at home with their dogs, we have seen Pedigree Dentastix grow +10.3% versus this time last year. This is a trend we hope to see continue and that represents a fantastic opportunity for retailers to capitalise on demand by adding exciting new products to the much loved Dentastix range.”

The product will carry an RSP of £1.65, and the launch will be supported with social media activation and TV.

PEDIGREE DENTASTIX Chewy Chunx Mini Chicken 5-14kg (68g) – RSP £1.65

PEDIGREE DENTASTIX Chewy Chunx Mini Beef5-14kg (68g) – RSP £1.65

PEDIGREE DENTASTIX Chewy Chunx Maxi Chicken +15kg (68g) – RSP £1.65

PEDIGREE DENTASTIX Chewy Chunx Maxi Beef +15kg (68g) – RSP £1.65