Winalot puts wellbeing to fore in packaging revamp

LONDON - Winalot, the Nestle Purina dog food, has overhauled its packaging to focus on pets' lifestyles and health, rather than the food itself.

The packaging, designed by Vibrandt, features the tagline "Live a lot with Winalot". The redesign was prompted by the popularity of wellbeing food products for pets and a willingness by consumers to spend more money on premium pet food.

A golden retriever called Holly will feature on all packs in Winalot's range of dry complete food, wet canned food, a mixer product, and on the brand's biscuits and treats.

Storyboard-style images give the impression of movement, with the dog shown engaging in various outdoor activities.

Winalot hopes the clutter-free appearance and bright colours of the packaging will help consumers to make efficient purchasing decisions by enabling them to differentiate between products in the range. Winalot's traditional green colour remains the base shade on all packs.

Winalot marketing manager Susie O'Rourke said: "Holly has become the face of Winalot as she embodies the vitality and liveliness that is important to dog owners. The design also embraces the growing trend toward a mixed feeding regime and helps to promote increased consumption of treats using language that gives consumers the reassurance and permission to treat their dogs."

The range will be available by the end of this month. Winalot is the UK's second biggest-selling dog food; it commands a 98% awareness level among dog owners and has a 10.3% value share of the dog food market, according to Nielsen Scantrack figures in August 2003.

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