News Cesar Moves Into Multi Serve Market



Cesar moves into multi-serve market
28th July 2021

By Karen Pickwick

Mars Petcare is launching a ‘natural-inspired’ range under its premium dog brand, Cesar – the No.1 one dog wet single-serve brand in the UK.

The new range features a multipack format and the brand’s first wet multi-serve option – Cesar Natural Goodness Cans – that caters for two to three servings.

Available now, the products come in 100% recyclable packaging, contain 100% natural ingredients with vitamins and minerals, are grain-free and contain a selection of ingredients, including cranberry, sweet potato and beans.

The ‘Natural Goodness’ products tap into the premium and natural trends seen across the petcare category. Containing a higher meat and animal derivative content (+12%) and lower fat content (-1%) than the Cesar core range to appeal to health-conscious pet owners, the range launches in three flavours – rich in chicken, garnished with sweet potato, peas & cranberry; rich in beef, garnished with carrots, green beans & herbs;
and rich in lamb, garnished with carrots, potatoes & spinach.

Arthur Renault, marketing portfolio director at Mars Petcare, said: “After our success in 2020, where Cesar’s value growth eclipsed the combined value growth of four of our single serve competitors, we knew we wanted to continue driving momentum. Half of our Cesar shoppers wanted the brand to offer a multi-serve option and we listened. This is how Cesar ‘Natural Goodness’ came to life.

“The range is designed to offer shoppers something even more luxurious to Cesar’s core range. As it’s clear that many pet owners are unwilling to compromise on the quality of the food they purchase for their four-legged companion, demonstrated by natural-inspired pet foods achieving +14.8% growth over the last 12 months.”

The new range is available in a single can format and a multipack of x6 (x2 of each flavour), carrying a RRP of £1.80 and £10 respectively.

Cesar’s ‘Natural Goodness’ range will be supported by TV, digital and in-store promotion.