Pet Food Processing - November 2023 - 38

COMPANY PROFILE
New flavors and
textures under
the company's
Meow Mix brand
aim to foster more
enjoyable mealtime
experiences between
cats and their
owners.
isn't just jumping on the bandwagon and releasing products
that every other company has released, but allows
it to develop and launch cat foods and dog snacks that
actually address pet parents' pain points.
" Our focus that we have with these brands gives us an
advantage to be faster to market, and that can take a lot
of different forms, " Freitag said. " One could be new products
that we're bringing to life, the second is how we communicate
the benefits of the products we already have out
there. We do a lot of both social and active listening with
our consumers, as far as where the struggles in their journey
are, where the joys in their journey are, and how do
we continue to communicate our brands around that. "
Balanced growth
With all this taste, fun and active listening, the J.M.
Smucker Company is staying busy.
As we think about the Milk-Bone brand,
it's about investing in the brand, building
that emotional connection, and developing
products that are going to meet needs. "
Jasen Cusick, The J.M. Smucker Company
38 PET FOOD PROCESSING | November 2023 | www.petfoodprocessing.net
On the product development side, the company is
determined to balance its growth with new innovations
and reformulations of its existing products. For
example, during its 2023 CAGNY presentation, the
company shared its Wet 2.0 project, a revitalization
effort that introduced more flavors and textures under
its Meow Mix line. To do so, Smucker leveraged
its strong foundation in the dry cat food sector to establish
the same foundation in the wet segment.
" Cats are really finicky and they're not afraid to
walk away from a bowl of food, " Freitag shared. " We
really think that Meow Mix has cracked the code on
cats, delivering those best-tasting products all the
time. We've been doing it with our dry portfolio for a
number of decades now, but we saw an opportunity in
this wet space to really elevate our taste credentials. "
Not only did the brand upgrade its wet offerings for
cats, but it also refocused its marketing and advertising
efforts within the Wet 2.0 project, debuting new
campaigns to ensure cat parents were aware of the
new flavors.
The approach is similar for Milk-Bone, which, as
Cusick shared, is concentrated on revitalizing the
brand.
" Milk-Bone is a 100-year-old-plus brand and, as a
leader in the dog treats space, we are investing in and

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Pet Food Processing - November 2023

Table of Contents for the Digital Edition of Pet Food Processing - November 2023

Pet Food Processing - November 2023 - Intro
Pet Food Processing - November 2023 - FCa
Pet Food Processing - November 2023 - FCb
Pet Food Processing - November 2023 - 1
Pet Food Processing - November 2023 - 2
Pet Food Processing - November 2023 - 3
Pet Food Processing - November 2023 - 4
Pet Food Processing - November 2023 - 5
Pet Food Processing - November 2023 - 6
Pet Food Processing - November 2023 - 7
Pet Food Processing - November 2023 - 8
Pet Food Processing - November 2023 - 9
Pet Food Processing - November 2023 - 10
Pet Food Processing - November 2023 - 11
Pet Food Processing - November 2023 - 12
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Pet Food Processing - November 2023 - 14
Pet Food Processing - November 2023 - 15
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Pet Food Processing - November 2023 - 19
Pet Food Processing - November 2023 - 20
Pet Food Processing - November 2023 - 21
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Pet Food Processing - November 2023 - 33
Pet Food Processing - November 2023 - 34
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Pet Food Processing - November 2023 - 36
Pet Food Processing - November 2023 - 37
Pet Food Processing - November 2023 - 38
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https://www.nxtbook.com/sosland/pfp/pet-food-processing-november-2024
https://www.nxtbook.com/sosland/pfp/pet-food-processing-september-2024
https://digital.petfoodprocessing.net/sosland/pfp/pet-food-processing-july-2024
https://digital.petfoodprocessing.net/sosland/pfp/pet-food-processing-may-2024
https://digital.petfoodprocessing.net/sosland/pfp/pet-food-processing-march-2024
https://digital.petfoodprocessing.net/sosland/pfp/pet-food-processing-january-2024
https://digital.petfoodprocessing.net/sosland/pfp/pet-food-processing-november-2023
https://digital.petfoodprocessing.net/sosland/pfp/pet-food-processing-september-2023
https://digital.petfoodprocessing.net/sosland/pfp/pet-food-processing-july-2023
https://digital.petfoodprocessing.net/sosland/pfp/pet-food-processing-may-2023
https://digital.petfoodprocessing.net/sosland/pfp/pet-food-processing-march-2023
https://digital.petfoodprocessing.net/sosland/pfp/pet-food-processing-december-2022
https://digital.petfoodprocessing.net/sosland/pfp/pet-food-processing-october-2022
https://digital.petfoodprocessing.net/sosland/pfp/pet-food-processing-september-2022
https://digital.petfoodprocessing.net/sosland/pfp/-pet-food-processing-june-2022
https://digital.petfoodprocessing.net/sosland/pfp/pet-food-processing-march-2022
https://digital.petfoodprocessing.net/sosland/pfp/pet-food-processing-december-2021
https://digital.petfoodprocessing.net/sosland/pfp/pet-food-processing-october-2021
https://digital.petfoodprocessing.net/sosland/pfp/pet-food-processing-september-2021
https://digital.petfoodprocessing.net/sosland/pfp/pet-food-processing-june-2021
https://digital.petfoodprocessing.net/sosland/pfp/pet-food-processing-march-2021
https://digital.petfoodprocessing.net/sosland/pfp/2020_12_01
https://digital.petfoodprocessing.net/sosland/pfp/2020_10_01
https://digital.petfoodprocessing.net/sosland/pfp/2020_09_01
https://digital.petfoodprocessing.net/sosland/pfp/2020_06_01
https://digital.petfoodprocessing.net/sosland/pfp/2020_03_01
https://digital.petfoodprocessing.net/sosland/pfp/2019_12_01
https://digital.petfoodprocessing.net/sosland/pfp/2019_10_01
https://digital.petfoodprocessing.net/sosland/pfp/2019_09_01
https://digital.petfoodprocessing.net/sosland/pfp/2019_06_01
https://digital.petfoodprocessing.net/sosland/pfp/2019_03_01
https://digital.petfoodprocessing.net/sosland/pfp/2018_12_01
https://digital.petfoodprocessing.net/sosland/pfp/2018_09_01
https://digital.petfoodprocessing.net/sosland/pfp/2018_06_01
https://digital.petfoodprocessing.net/sosland/pfp/2018_03_01
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