News Royal Canin Expands Into Wet Dog Food



Royal Canin expands into wet dog food
12th September 2018

By Karen Pickwick

Royal Canin’s portfolio is growing again, with the launch of a new canine wet range.

The company says this offers dog owners the opportunity to mix-feed Size Health Nutrition dry and wet formats, which ‘nutritionally align, providing a complete diet without compromising on size health nutrition benefits’.

Wet dog food sales currently have greater prominence in the grocery channel – so Royal Canin says there is huge growth opportunity for wet food in the specialist trade, with the category’s current worth of £314m and still growing.

“Wet food is still under-stocked in the specialist pet sector yet research shows that 62% of dog owners feed wet,” said Jason Comber, Royal Canin’s category manager, “but only 20% of specialist trade shoppers buy dry and wet together. The new wet offering is the ideal way to take advantage of this, appealing to both existing dry pet food purchasers but also encouraging new owners to buy in to the brand.”

The new, nine-product range is available for Mini, Medium and Maxi dogs in Puppy, Adult and Ageing in a chunks in gravy format, and can be placed on-shelf next to the dry counterpart – the alignment in packaging designed to highlight compatibility and ease navigation on-shelf.

Ben Hurley, Royal Canin retail manager, said: “We believe this is a great opportunity for our specialist pet trade partners to up-sell wet alongside dry, adding more value to shopping baskets but also providing pet owners with a complete and tailored nutritional solution for their pet that they can be assured does not compromise on nutritional precision.”

Royal Canin Size Health Nutrition Wet pouches are available now, accompanied by a variety of in-store point-of-sale material.