Clean labelling, bold flavour combine in new dog food

Clean labelling, bold flavour combine in new dog food

The latest innovation insight from Gama Compass™

MANCHESTER – 24th September 2015: This week’s Innovation Insight investigates how overarching food industry trends – from natural ingredients to adventurous flavour – are being increasingly expressed in the world of pet care, as we look at Nestle’s latest expansion of its Purina Beyond range – Purina Beyond Natural Puree for Dogs.

Promoted as “natural meal enhancements” and designed to act as a flavoursome topping for dry dog food, Purina Beyond Natural Puree for Dogs  – a recent launch in the USA – encourages consumers to “squeeze extra nutrients into your dog’s diet”. Apparently following clean labelling principles, the products, which feature novel flavour blends including beef & berry and pumpkin & oat, are claimed to contain “just 6 recognizable, human-grade ingredients you know and trust”, and are also advertised as excluding corn, wheat and soy as well as added artificial colours, flavours and preservatives.

As the launch of Purina Beyond Natural Puree for Dogs demonstrates, the trends driving food and pet care innovation are becoming increasingly intertwined. The emphasis on healthy, ‘pure and natural’ formulations based on ‘wholesome’, traceable ingredients on the one hand, and creative, daring flavour blending on the other, could, with time, become integral to the innovation landscape within the pet food arena, in the same way that they have come to shape new product development across the broader food industry.

Image source: Nestle


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