Pooch & Mutt has unveiled refreshed packaging and an overhaul of the overall brand identity to help position the business as trusted experts in dog wellbeing “for all breeds & needs”.
A significant packaging overhaul has taken place to boost shelf standout and simplify shopping decisions both in-store and online. Packs are now colour-coded by range and flavour, with clearer communication of functional benefits and key ingredients.
A number of products feature a transparent window front of pack, allowing shoppers to see if the kibble or treat is of appropriate size. In addition, a new logo introduces a ‘Penny’, character alongside the original ‘Patch’ to reaffirm the message that Pooch & Mutt is not just for a single type of dog.
Some of the recipes in the range have been upgraded, and the new design scheme also extends to the company’s cat food brand Purr & Miaow.
Chief executive Paul Dennison told PBW News: “To begin with, we were all about functionality and putting a positive spin on nutrition, but we’ve grown in the last five or six years beyond just functionality and more towards products that people can be with for life.
“We have 120 skus now, and the brand rules we started out with are no longer fit for purpose. The brand wasn’t reflecting the breadth of products we offer or the customers that we serve. It’s not about changing who we are, but more about showing what we can bring to pets, and this is a lot more than previously.”
The new identity and packaging rolls out in a phased approach from mid-January, and the brand has a number of new launches planned for 2026 including new meals and functional treats. The company will also be returning to exhibit at Crufts for the first time in five years.
