Dr.Clauder launches new brand

Dr.Clauder, a member of the Mühldorfer Group for the past month, is strategically repositioning itself in the pet market with its new brand ‘DocC+’, clearly targeting a young, urban and health-conscious audience. ‘Dr.Clauder is completely reorienting itself – fresher, bolder and closer to the market than ever before,’ according to the company's press release. ‘Because we believe that innovation arises where people dare to think in new ways.’

‘DocC+’ sees animal nutrition as a lifestyle issue and combines design-oriented packaging with functional, high-quality recipes and a focus on mindfulness, sustainability and a modern understanding of feeding. The brand is being positioned as a ‘first mover’ in a segment where pet food consciously conveys attitudes and values. It is not yet available in stores, but is intended to generate early attention in the market. At the same time, Dr.Clauder is strengthening its existing range and, to underpin its innovation strategy, is pointing to awards it has already won, including the Fressnapf Innovation Award and very good ratings on the Dogorama platform.