Spanish pet food giant Affinity Petcare has launched a new product line in France under its brand Ultima, which is comprised of food products developed especially for neutered cats and dogs.
This is a first in supermarket retailing, according to LSA-Conso.fr. The SKUs are made in a way which reduces the chance of obesity through their consumption – a risk that arises following the sterilisation of domestic animals.
The range contains seven individual Ultima products which differ in order to be suitable to animals of different ages, activity levels and sizes. There are at present approximately ten million neutered cats in France, and about 2.8 million neutered dogs.
A television advertising campaign promoting the feline products in the range will launch in June of this year on French TV stations.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Peter Donnelly. Click subscribe to sign up to ESM: The European Supermarket Magazine
