Canine Meals Branding: How Firms Differentiate Their Merchandise in a Saturated Market


The pet food market is rising and changing into increasingly saturated. In accordance with a 2018 article by Pet Meals Processing, the variety of pet meals manufacturers within the US on the time was 630, with a 71% improve since 2011.

In a market like this, differentiation is important, and types should handle extra area of interest wants. This text will analyze the branding methods of 5 pet food manufacturers from completely different international locations, clarify how they differentiate themselves from the competitors, and supply some key takeaways from their model technique.

Style of the Wild: “The Eating regimen Nature Meant”

Style of the Wild is an American model that sells premium pet food and targets prospects nervous concerning the high quality of the meals they offer to their canine. Due to this fact, their mission is to make a kibble that satisfies canine’ pure instincts and that’s of top of the range. Thus, you’ll not discover any grains in these kibbles as a result of canine don’t eat them within the wild.

Via its drawings that symbolize scenes of wolves in nature, the packaging of Style of the Wild evokes one thing we will instantly determine with. Who’re the ancestors of our canine? Wolves. What did they do to outlive? Hunt within the wild. Listed below are some examples of their packaging design:


Additionally, you will discover that the names of the kibbles allude to pure components and even provide you with indications on the kind of meat or fish current within the meals:

  • Pacific Stream
  • Excessive Prairie
  • Sierra Mountain
  • Historic Stream
  • Rocky Mountain

Key takeaways:

  1. Style of the Wild positions itself by reinventing pet food that respects the pure intuition of the wild canine
  2. The model achieves this by way of its packaging, its title, and even its social networks
  3. They created their very own identification through the use of illustrations of wolves within the wild as an alternative of utilizing generic photos of canine

The Farmer’s Canine: Recent and Wholesome Meals for Your Canine

Credit: The Farmer’s Canine

Earlier than dry meals was invented, canine have been often fed leftovers. At the moment, the fact is kind of completely different. The usual is to offer canine with kibble that incorporates all of the vitamins they should guarantee wholesome progress and a balanced weight loss program.

Nevertheless, many homeowners have hassle with these kibbles as a result of they don’t seem to be often very clear. For instance, while you see kibbles, would you be capable of inform what components they comprise? As well as, they’re very industrialized, and this doesn’t enchantment to house owners who need to feed their canine healthily.

That is the place contemporary meals manufacturers like The Farmer’s Canine are available in. In recent times, this American firm has tried to reinvent how we feed our canine. Their objective is to provide them actual meals that appears like our meals and never kibbles.

Right here’s what one in all their recipes seems to be like:

Credit: The Farmer’s Canine

Along with worrying about our canine’ well being, The Farmer’s Canine additionally seeks to make life simpler for his or her prospects by delivering all meals to their properties and customizing their canine’s menu by way of a questionnaire on their web site. The consumer solely has to reply a couple of questions on the shape that can assist The Farmer’s Canine outline the quantity of meals the canine will want, the recipes he may be allergic to, and different particulars such because the title that shall be displayed on the packaging. Homeowners can then select which menus they need to obtain every month.

The Farmer’s Canine additionally emphasizes that veterinarians design their recipes, meet trade requirements, and are ready in secure environments.

The packaging can be attention-grabbing as it is vitally completely different from conventional pet food packaging. This one is clear, and the canine’s title is written on it, giving the shopper an much more personalised impression.

Key takeaways:

  1. The Farmer’s Canine manages to reinvent the pet food market by providing a contemporary different to conventional pet food
  2. They management their distribution chain and promote their meals completely on their web site to cut back their prices and keep away from distributor margins
  3. They provide a packaging that may be personalized
  4. The model desires to make the proprietor’s life simpler by delivering meals at house, providing pre-prepared parts, and enhancing the canine’ well being

If you wish to know extra about the sort of meals, right here’s a detailed article concerning the completely different contemporary pet food supply manufacturers.

Royal Canin: A Product for Every Medical Situation


Royal Canin is among the most well-known pet food manufacturers. Their traditional kibbles are fairly generic and goal canine by measurement or breed, which is pretty widespread within the trade.

Nevertheless, Royal Canin additionally has a complete vary of kibbles that concentrate on a wide range of canine well being points. For instance, does your canine have gastrointestinal deficiencies? Then Royal Canin Veterinary Eating regimen Gastrointestinal dry pet food is your best option. Does he have kidney points? Then, you may select their Eating regimen Renal Help D pet food.

Listed below are some widespread well being points which can be handled by their kibble:

  • Gastrointestinal
  • Urinary, Hepatic
  • Renal Help
  • Chubby

The packaging design is white and easy, with black and white canine drawings. This simplistic contact instantly provides us the impression that this pet food is extra critical than conventional kibbles and the white colour additionally reminds us of a veterinarian’s workplace or hospital.

Moreover, Royal Canin works intently with many veterinarians, and its merchandise are sometimes very current in veterinarians’ workplaces. For instance, that is what I noticed the opposite day whereas strolling down the road:

Royal Canin kibbles in a veterinarian’s workplace

Royal Canin has subsequently created a spread of kibbles totally devoted to the well being problems with sure canine. With particular recipes, a easy design that conjures up belief, and a partnership with many veterinarians, the model has established itself as a pacesetter on this pet food market area of interest.

Key takeaways:

  1. Royal Canin is focusing on a relatively particular area of interest by promoting merchandise that purpose to unravel particular well being points
  2. The corporate takes benefit of its experience, its white and simple packaging, and its partnerships with veterinarians to turn out to be a trusted model

Lily’s Kitchen: High quality Meals and Model Id

Credit: Lily’s Kitchen

Lily’s Kitchen is a pet meals model from the UK that has chosen a special method because it depends strongly on its visible identification.

Like Style of the Wild, Lily’s Kitchen’s goal market is outlined by canine house owners that search for qualitative, natural, and pure meals for his or her pets. Nevertheless, on the packaging of their merchandise, you received’t see cute canine or meat, fruit, and greens.

As a substitute, Lily’s Kitchen has created a robust model identification, and all their merchandise comprise their very own black and white illustrations of canine surrounded by flowers and different fairly colourful graphics. Lily’s Kitchen merchandise are very eye-catching and instantly convey a cute vibe.

As well as, to fulfill its goal market, the model emphasizes the standard of its merchandise, its pure and natural points, and the absence of gluten to advertise higher digestion.

Key takeaways:

  1. Lily’s Kitchen has determined to focus a big a part of its technique on its model visible identification and packaging
  2. The model has constructed an eye catching model identification that enables it to be instantly acknowledged by the patron and transmits optimistic vibes
  3. It additionally emphasizes the standard and natural nature of its pet food to promote a contemporary and sustainable product

Bug Bakes: Sustainable Canine Meals Made With Insect Protein

Credit: Bug Bakes

Bug Bakes is a model that has a singular idea.

Feeding our canine an entire weight loss program is important, however have you ever ever thought concerning the environmental impression of this meals and the carbon footprint of a canine?

In spite of everything, to provide pet food, it’s a must to increase animals that produce numerous CO2, equivalent to pigs, calves, chickens, and generally even buffalos. Many canine house owners are involved concerning the environmental impression of their animal, and that’s the place Bug Bakes is available in and provides them a way more eco-friendly different: bugs as the one animal protein of the kibble.

Certainly, bugs are an excellent supply of protein, and Bug Bakes’ pet food is considered full and authorized by veterinarians.

The model additionally emphasizes its eco-friendly aspect by manufacturing plastic-free packaging and selling a round financial system. This completely different idea stands out from the standard manufacturers and provides good high quality kibbles which can be a sustainable different to anything available on the market.

Key takeaways:

  1. Bug Bakes differentiates itself by providing an answer to the environmental issues attributable to the pet food trade
  2. Focusing on a small area of interest however has wonderful potential sooner or later
  3. Selling round financial system and makes use of eco-friendly packaging


The pet food market is changing into extra saturated, and the variety of manufacturers is rising yearly.

Nevertheless, shopper wants are additionally altering, and plenty of manufacturers have responded to this by providing extra area of interest merchandise and absolutely assembly their goal market’s necessities.

A few of them prioritize sustainability, others, medical circumstances of particular canine, and others, the standard of their meals.

The examples on this article have additionally proven that packaging performs a necessary function within the model’s identification and the message it seeks to convey.

These components permit small manufacturers to enter a market the place quite a few corporations have been current for a few years and profit from their recognition to take care of their place.


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