Beneful represents a brand of dog food manufactured by Nestle Purina PetCare. This particular brand of dog food comprises of wet, dry and canned dog food as well as doggy snacks. The term Beneful implies ‘full of goodness. A SWOT review by Marketline revealed Beneful as the top brand of Nestle Purina. Besides, in 2012, it was ranked fourth place among favorite dog brands with annual revenue of $ 1.5 billion.
The Beneful brand was first launched in 2001, and it became popular because of its nutrition value and appearance which looked like a stew with beef pieces. During the same year, it broadcasted a $3.4 million TV advert which was the biggest in Nestle Purina’s history. Five years later, Beneful had grown a lot making over $ 300 million in revenues. In 2010, the brand humanized its dog food through the introduction of IncrediBites with stay-fresh packaging and in smaller sizes.
Beneful has invested a lot in its marketing campaign. In 2011, it produced some posters in Germany which emitted dog food smell to attract dogs. Additionally, it also aired several advertisements in Austria which released some high pitch sound that only dogs could hear. In 2012, the brand had interactive billboards in New York that allowed individuals to play virtual fetch and was later introduced to other key states in the United States including Atlanta, Los Angeles, St Louis, and Chicago.
In 2005, the Brand incorporated an additional product line dubbed the Beneful Healthy Harvest. This was the first time the company was introducing a line with soy as the primary source of proteins as opposed to meat. The brand’s prepared meals were launched in March 2006 and featured a multi-use packaging that also serves as the dog’s eating plate. This packaging was phenomenal and was recognized by Pack Expo Select award during the 2007 Showcase of Packaging Innovations.
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