PEDIGREE, the dog food brand from Mars Pet Nutrition, has launched PEDIGREE® Healthy Belly, a complete and balanced food for adult dogs designed to support healthy digestion.
The new product combines ingredients such as pumpkin and sweet potato, along with highly digestible proteins from chicken and egg, prebiotics and fibre. According to the brand, the formulation is designed to support digestion, promote beneficial gut bacteria and contribute to dogs’ immune health.
The product also features what PEDIGREE describes as India’s first belly-shaped kibble, with the distinctive shape inspired by the digestive-health proposition of the product.
The launch comes as digestive health emerges as a growing concern among Indian pet parents. An internal study by PEDIGREE found that 26% of pet parents who feed their dogs home-cooked meals reported observing digestive issues in their pets. The brand said the finding points to a growing need for nutrition that addresses specific health requirements as part of everyday feeding.
Link to the film: https://www.instagram.com/p/Dcp4l54gWqO/?hl=en
Alongside the product launch, PEDIGREE has introduced a dedicated Healthy Belly microsite to educate pet parents about canine digestive health and the role of nutrition in supporting it.
Commenting on the launch, Ayesha Huda, Chief Marketing Officer, Mars Pet Nutrition India, said the brand identified digestive health as an important concern among Indian pet parents, particularly those relying on home-cooked food. She added that PEDIGREE developed the product by combining nutrition science with ingredients such as pumpkin, sweet potato, chicken, egg and prebiotics to create a solution focused on everyday digestive wellbeing.
The launch is being supported by a new brand film featuring Indian cricketer KL Rahul and his dog. The film uses dogs’ bowel habits as a relatable entry point to encourage pet parents to pay greater attention to digestive health and introduces Healthy Belly as a nutritional solution.
Rahul said digestive health plays an important role in a dog’s overall wellbeing and that, just as nutrition is important for athletes, appropriate nutrition can help pet parents support their dogs’ health.
The campaign has been developed by 22feet, part of Omnicom Advertising India. Shyam Nair, Executive Creative Director, 22feet, said the campaign is built around the insight that while pet parents deal with several challenges while raising a dog, concerns around their pet’s digestive health tend to take priority. The campaign uses this everyday truth and humour to highlight the importance of a healthy belly.
