PATS New Product award winner LickiMat is introducing a price increase across the range to help protect its global positioning.
The product has twice won PATS awards – ‘Best New Cat Food & Product’ for the Cat LickiMat ‘Slomo’ in 2020 and ‘Best New Dog Accessory Product’ award in 2018 with the Classic Dog LickiMat.
The range has grown from three SKUs at entry into the UK market two years ago into a full offering of 41 different SKUs, including the sell out LickiMat-branded treat topper range Sprinkles.
The company says that as brand awareness grows and demand increases, it is now taking steps to ensure brand longevity via a global price increase strategy, coming into effect in the UK from November 1. The move is aimed at preventing fiercely competitive price wars on the product, particularly on online platforms such as Amazon.
As part of the new pricing strategy, LickiMat, distributed in the UK exclusively by Sharples, is implementing a minimum profit on return of 50% across the full range.