NutriCat Launches!
Global pet food is a lucrative market dominated by the major brands offering similar emotioned positions to consumers. There was an opportunity to launch something unique within the multiple retail environment. We identified a growing market opportunity and evolving trend for premium feline health care which was only previously available from specialist outlets and often on a prescribed basis. Just as the cultural trend for endorsed targeted health brands has grown within ‘human food’ the same is becoming true of other categories.
The Nutricat range portfolio was then developed to offer Technologically Advanced Feline Nutrition backed by clinically proven veterinarian expertise. Allowing pet owners the opportunity to upgrade their cats nutrition while picking up their weekly shop. The product range was then created to fit this unique proposition and guaranteed the all important veterinarian endorsement.
It was important to ensure that the packaging reflected the technological advanced proposition. We wanted consumers to be able to see the medical benefits, while also communicating the emotional personality of the individual pet. It was vital to break the generic category norms and create a visual style unique to the Nutricat brand, the use of medical x-ray illustration (a few examples from the range shown above) has not only created an ownable look and feel but quite clearly communicates the unique medically led positioning to the consumer.
The Nutricat range consists of 27 SKU’s and is supported online (www.nutricat.com) and with full media coverage in the UK.
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