Mars Readies Goodlife Pet Food

Mars Pet Care Co. will launch a high-end pet food brand next month with a slate of in-store promotions and a TV and print campaign.

The new brand, Goodlife Recipe, includes a range of cat and dog food and snacks. Marketing for the brand plays up its premium ingredients and mainstream price.

“Customers told us they wanted higher-quality food options at an affordable price,” said Margaret Mitchell, Goodlife Recipe’s marketing director, in a statement.

Goodlife bows in stores next month and will roll out nationally by March. The line includes 12 SKUs of dry food and snacks for dogs, and 8 SKUs of dry cat food and treats. The brand will sell through supermarkets, mass-merchandise stores, and specialty pet stores including PetSmart, Petco, and Pet Supplies Plus.

Mars will sample Goodlife via a tie-in with sister brand Pedigree, including cross-ruff coupons in packages of Pedigree. In-store promotions for Goodlife will use on-shelf couponing, Catalina Checkout Coupons and floor ads. Multiple FSIs support. Catapult Marketing, Los Angeles, handles.

TV and print ads play up moments of bonding between pets and their owners. TBWA/Chiat/Day, Los Angeles, handles advertising.

Goodlife Recipe Pet Care Co. was formed earlier this year as a division of Brentwood, TN-based Mars Pet Care. Both are owned by Masterfoods.

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