PET Food Processing - June 2021 - 10

TRENDS
The why, not the what
" It's tough to deliver a differentiated solution
for our customers that doesn't
look like every other brand, " Govea
said. " One of the biggest challenges
with an evolved or new product line is
scaling products to be commercially viable.
Sure, we can create interesting and
intriguing product formats, but that
doesn't mean the retail price point will
justify the product. "
New formulations must also pass a
company's stringent quality standards.
" Retailers often want the shiny new
object, and some companies rush products
to market to meet those needs,
foregoing any product testing before
release, " Downey added. " With two
nutritionists on staff, we are still firm
believers in proper product testing before
release. Our products typically take
over two years for product development
and testing. "
That includes Annamaet Original
Senior, which Downey said was reformulated
16 times in its journey to market.
" We ran a test batch and sent it out to
According to
NielsenIQ, 30%
of dog owners
and 34% of cat
owners buy wet
food, dry food
and treats.
Champion Petfoods
three independent laboratories for testing to ensure
all nutrients were at expected levels, " he said.
" AAFCO feeding trials require only eight dogs to be
used, and only six have to pass. Annamaet Original
Senior was fed to over 80 dogs between the ages of 9
and 12 for six months. Only four blood tests are required
for AAFCO feeding trials. By comparison, we
measured 50 blood parameters. "
After the lab research comes careful market study.
" Before we offer a solution for a partner, we focus not
just on a product segment but really try to better understand
why a consumer is buying something instead of
what they're buying, " Govea said. " What is changing the
way consumers think?
" We do that by taking a deep look at trends and analyzing
market data. And, combined with our industry experience,
we're able to offer our partners solutions that go
beyond just 'brown and round.' We've invested heavily to
bring this proprietary knowledge, called Alphia Insights,
to our partners. It's this knowledge that helps differentiate
our partners, as well as Alphia, in the market. "
Jen Beechen, vice president of marketing, Champion
Pet diets designed for specific needs represent years of planning
and testing, and support pet owner demands as they increasingly
prioritize their pets' health.
Annamaet Petfoods
10 PET FOOD PROCESSING | June 2021 | www.petfoodprocessing.net
Petfoods, Auburn, Ky., also cited the importance of gathering
and crunching data.
" Our team of pet nutrition experts is always applying
sound science and referencing the latest research when
developing new foods to go beyond trends alone, " she
said. " By formulating recipes that align with current
market trends and respect the nutritional needs of pets,
we're able to meet the demand from discerning pet lovers
while simultaneously offering food and treats that
help dogs and cats thrive.
" Then, we look to our most valued stakeholders - pet
lovers, retailers and distributors - for feedback and information
on the new products they're looking for and
why they're looking for them. "
For example, when ORIJEN and ACANA stakeholders
asked for wet food - " to increase their pet's moisture
intake, diversify the type of food they were offering their
pet, or simply indulge their pet with a special meal topper, "
Beechen said - their call was answered with new
Champion products.
" In addition to pet lovers, retailers and distributors,
we also rely on our in-house insights team to research,
quantify and deliver market information to help us plan
for the future, " she added.
Understanding the reasons behind changes in consumer
preferences is important.
http://www.petfoodprocessing.net

PET Food Processing - June 2021

Table of Contents for the Digital Edition of PET Food Processing - June 2021

PET Food Processing - June 2021 - Intro
PET Food Processing - June 2021 - 1
PET Food Processing - June 2021 - 2
PET Food Processing - June 2021 - 3
PET Food Processing - June 2021 - 4
PET Food Processing - June 2021 - 5
PET Food Processing - June 2021 - 6
PET Food Processing - June 2021 - 7
PET Food Processing - June 2021 - 8
PET Food Processing - June 2021 - 9
PET Food Processing - June 2021 - 10
PET Food Processing - June 2021 - 11
PET Food Processing - June 2021 - 12
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PET Food Processing - June 2021 - 14
PET Food Processing - June 2021 - 15
PET Food Processing - June 2021 - 16
PET Food Processing - June 2021 - 17
PET Food Processing - June 2021 - 18
PET Food Processing - June 2021 - 19
PET Food Processing - June 2021 - 20
PET Food Processing - June 2021 - 21
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PET Food Processing - June 2021 - 28
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http://digital.petfoodprocessing.net/sosland/pfp/2020_09_01
http://digital.petfoodprocessing.net/sosland/pfp/2020_06_01
http://digital.petfoodprocessing.net/sosland/pfp/2020_03_01
http://digital.petfoodprocessing.net/sosland/pfp/2019_12_01
http://digital.petfoodprocessing.net/sosland/pfp/2019_10_01
http://digital.petfoodprocessing.net/sosland/pfp/2019_09_01
http://digital.petfoodprocessing.net/sosland/pfp/2019_06_01
http://digital.petfoodprocessing.net/sosland/pfp/2019_03_01
http://digital.petfoodprocessing.net/sosland/pfp/2018_12_01
http://digital.petfoodprocessing.net/sosland/pfp/2018_09_01
http://digital.petfoodprocessing.net/sosland/pfp/2018_06_01
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