The evolution of wet dog food into a recognizable, recipe-style meal earned the Cesar Home Delights brand the 2017 Breakthrough Innovation Award by the U.S. Nielsen Breakthrough Innovation Project. The Cesar Home Delights brand is one of only 18 winners this year and among the elite 110 winning products of more than 30,000 analyzed since the Award’s inception in 2008.
The wet dog food category was primarily known for can and tray pâté options. As more and more consumers continued to view their pets as part of the family, they couldn’t find a pet food to fit their lifestyle. The 2015 launch of Cesar Home Delights dog food directly addressed this consumer demand for more humanized pet food choices.
“The launch of Cesar Home Delights dog food was a game changer, not only for the Cesar Brand, but for the wet dog food category,” said Denise Truelove, marketing director at Mars Petcare. “With Cesar Home Delights dog food we set out to create dog food that was worthy of a plate and we were able to achieve just that.”
Cesar Home Delights dog food borrowed the recipes families love most and made them just for dogs. With irresistible combinations like Pot Roast with Spring Vegetables Dinner and Hearty Chicken, Noodle & Vegetables Dinner recipes, there’s a variety of dishes families are sure to recognize and dogs are sure to love.
“Some of the most successful innovations on the market today capitalize on an emerging consumer trend,” according to Jenny Frazier, senior vice president of Nielsen’s Innovation Practice. “The Cesar Home Delights brand found success by innovating around the ‘humanization’ of pet food. With Cesar Home Delights dog food, Mars Petcare uncovered that ‘real food’ inspiration was crucial to capture consumers’ attention and pave a new path for the pet category.”
All Breakthrough Innovation Award winners satisfy three main requirements: the product is distinctive and delivers a new value proposition to the market; it has generated more than $50 million in year one U.S. sales; and finally, the product demonstrates the ability to endure the market by achieving in year two at least 90% of year one sales.
Cesar Home Delights flavors are available at retailers and pet stores nationwide. For more information on the Cesar Home Delights brand or to find out where you can purchase online, visit cesar.com/products. You can also find the company on Instagram.com/CesarCuisine, Facebook.com/Cesar, Twitter @CesarCuisine and YouTube.com/CesarSmallDogTV.