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April 3, 2017

The NUTRO brand, maker of natural pet food, has relaunched its brand with a new pet food philosophy: “NUTRO. FEED CLEAN.” Tapping into the human trend of “clean eating,” the NUTRO brand has announced its commitment to making recipes that are simple, purposeful and trustworthy, made with real, recognizable, non-GMO ingredients as close to their native form as possible. In line with the new philosophy, the NUTRO brand is introducing a new Limited Ingredient Diet product line of dry food for dogs, new recipes in its WHOLESOME ESSENTIALS and Grain Free dry dog food lines and a refreshed look for its packaging.

“The NUTRO brand has been on a journey for over 90 years, since we launched our first recipes in 1926,” said Chris Mondzelewski, general manager of pet specialty, Mars Petcare North America. “Over the years, we have focused on crafting recipes without artificial preservatives, flavors or colors and giving pet parents a choice by offering recipes without grains, chicken by-product meal or soy protein. With the announcement of our NUTRO. FEED CLEAN™ philosophy, we’re taking the next step in our journey, setting a new standard with clean food for pets.”

To launch the “NUTRO. FEED CLEAN.” philosophy, the brand introduced new advertising creative across digital and television. The creative, developed by BBDO San Francisco and titled, “This is Clean,” reinforces the brand’s pledge to craft clean recipes that give dogs the energy they need to be active and playful. The campaign juxtaposes “clean eating” with the dirt-filled fun that dogs enjoy from the vitality they get from a wholesome diet. It showcases an energetic ensemble of muddy, sandy and water-loving dogs whose eating habits give them the energy to get dirty outdoors.

The “NUTRO. FEED CLEAN.” journey starts with an updated NUTRO Dry Dog Food portfolio, which is now available in stores and online. The portfolio is segmented into four product lines to best meet the needs of today’s dog – all made with real, recognizable, non-GMO ingredients.

  • The new Limited Ingredient Diets (LID) include all new recipes, crafted without ingredients that may cause food sensitives in dogs, like chicken, beef or grains. Each recipe contains 10 key ingredients or less, plus natural flavors, vitamins, minerals and other nutrients. These recipes nourish sensitive skin with a soft, shiny coat guaranteed or your money back. Recipes include Lamb & Sweet Potato, Duck & Lentils, Salmon & Lentils and Venison Meal & Sweet Potato.
  • WHOLESOME ESSENTIALS recipes have historically been the NUTRO brand’s most popular dry dog food line, providing tailored nutrition for a pet’s unique needs, including life stage and size. WHOLESOME ESSENTIALS recipes always have protein, such as chicken, salmon, lamb or venison meal as the No. 1 ingredient. All of the chicken and salmon based recipes are new in this product line featuring sweet potato and a blend of whole grains, vegetables and fruit.
  • The Grain Free product line is tailored to a pet’s life stage and breed size with recipes that are grain free and always have pasture-fed lamb or farm-raised chicken as the No. 1 ingredient. New to this line are more great recipes with sweet potato and a blend of vegetables and fruit.
  • WILD FRONTIER recipes promote a strong, lean body and provide steady energy with recipes that are high protein (guaranteed 30-32 percent), grain free and always have chicken, salmon, lamb or venison meal as the No. 1 ingredient.

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