Hill’s refreshes its prescription diet portfolio
The pet food manufacturer is relaunching its brands with new formulations in addition to changes in the packaging to better communicate with pet parents about the benefits of these products.
The subsidiary of Colgate-Palmolive is presenting a new packaging with a “simple” and “clean” design and new tools such as food-specific QR codes on the back.
They also implemented a tool to help veterinarians have nutrition conversations with pet parents.
“Just having a rebranding is not enough, we need to build capabilities for a changing world,” said Colgate-Palmolive CEO Noel Wallace at the recent Consumer Analyst Group of New York Virtual Conference.
Hill’s Pet Nutrition is also upgrading 28 dry formulas and 16 wet formulas. One of the main changes is that chicken fat has replaced pork fat. “This change brings the products in line with the rest of the portfolio and improves the consistency of product shelf life,” said Dana Snipes, Director of Marketing and Innovation at Hill’s Pet Nutrition in an interview with GlobalPETS.
The company also optimized the taste enhancer ingredients of its prescription diet portfolio, resulting in an “excellent tasting new product that is on par with the current formula.”
The rollout has already begun in Europe, the Middle East, and African countries and the United States with other markets will follow throughout 2022.
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