PEDIGREE, part of the MARS family of brands, has reformulated its classic Adult Dry Food, introducing Vitamin GoodBites™ pieces as part of what it describes as its most significant dog food renovation in a decade.
The reformulation adds distinctive plus-sign-shaped kibble pieces containing elevated levels of essential vitamins, including Vitamin C and biotin. PEDIGREE said the new recipes aim to deliver 100 percent complete and balanced nutrition for adult dogs while supporting six health areas under its six-in-one Goodness Promise: digestion, immunity, skin and coat, heart, strong bones and dental care.
Developed with animal nutritionists, the recipes use prebiotic fibre to support digestion, calcium for bones, vitamins and minerals for immune health, omega-6 fatty acids and zinc for skin and coat health, and high-quality protein to support muscles, including the heart. Crunchy kibble is also positioned as supporting dental care.
The company said consumers can identify the reformulated products through packaging featuring a “+” symbol, which reflects the shape of the new Vitamin GoodBites pieces. The launch is supported by PEDIGREE’s ‘Good Then, Better Now’ campaign, which marks the brand’s more than 40-year history. The updated recipes are now available at major retailers in stores and online.
Colten Kidwell, Vice President for the PEDIGREE brand at Mars Pet Nutrition North America, said, “This complete and balanced recipe actively supports a dog’s everyday health, delivering quality nutrition that dog parents can feel great about serving, with the great taste dogs love.”
Dr Anne Marie Bakke, a veterinarian and pet nutrition scientist at the Waltham Petcare Science Institute, added that the complete and balanced kibble serves as a nutritional foundation for a pet’s diet and having that solid base gives pet parents the confidence and flexibility to layer in other formats like a complete and balanced wet food or toppers.