Arden Grange unveils new design

Arden Grange has unveiled the biggest brand and packaging update in its 30-year history, according to its own information. The new designs combine a modern, impactful look with familiar heritage elements and reinforce the brand’s promise of ‛nutrition without compromise’, the company announced in a press release.

The packaging refresh ‛mirrors the brand’s journey, maintaining a legacy of trust with progress,’ it says. The revitalised brand keeps Arden Grange’s green colour and familiar logo structure, in order to ensure brand recognition, but introduces a three-tier portfolio for the first time.

These tiers are: Daily Nutrition – a natural recipe to sustain your pet’s overall vitality and wellbeing, every day, Advanced Nutrition – gentle natural food to support dogs with specific needs at every stage of life, as well as VetCare – grain free, vet-approved, PARNUT (Foods for Particular Nutritional Use) compliant formulas, which offer tailored support for dogs with diagnosed health conditions.

Each tier uses distinct colours, icons and background patterns for easy range navigation and faster decision-making.

The new tiered structure and stronger on-pack communication were developed following extensive consumer research, according to the company. The changes were made in order to deliver clearer shopper guidance in-store, and a stronger story to share with customers – supporting repeat purchase and brand loyalty. While the design has been modernised, Arden Grange has preserved its well-known legacy colours on core products, ensuring familiarity for existing customers. Updates such as better alignment between puppy and adult life-stage diets further simplify the owner journey.

The refresh builds on the successful launch of the VetCare range earlier this year and represents another important milestone in the Arden Grange story, according to the company. ‛The fantastic response to our VetCare launch has confirmed just how much pet owners value our commitment to natural ingredients, product quality, transparency, and trust. This brand refresh marks the next exciting chapter for Arden Grange – giving our products a modern, stand-out look while staying true to our longstanding mission of delivering nutrition without compromise,’ says Managing Director Robert Craig in the media release.

The new packaging will begin appearing in stores and online at the end of the year, followed by a consumer facing campaign designed to raise awareness of the Masterbrand evolution.