Dr Clauder shifts up a gear

The new cat food range comprises around 50 dry and moist food products. These not only have new packaging, but the recipe has also been changed. The range is rounded off by the existing line of cat treats.With this new cat food line, which is being introduced under the Dr Clauder's family brand, the family firm from Hamminkeln lays claim to being able to offer a complete cat food range in future that will meet the requirements of the speciality trade. The new range covers a broad spectrum from premium-quality, entry-level products via high-premium to a super-premium line containing a high proportion of fresh poultry meat that should offer cats a particularly flavoursome experience. To meet market demands, the super-premium line also includes a grain-free option. Dr Clauder is going a step further with its own dietary line for cats, which will include both dry and moist foods. The company is promising pet product retailers a good margin of between 20 and 40 per cent with its new cat food range. Dr Clauder intends to adopt a price point roughly 10 to 15 per cent below that of the market leader.

The company is also hoping for great things from its new barf line for dogs and cats. Managing director Malte Hübers harks back to the end of the 1950s, when Dr Clauder launched the precursors to today's barf products onto the market. Now the company aims to revive this tradition. The new programme comprises a high-quality, fully preserved meat range with 100 per cent meat but also necessary secondary products such as salmon oil, cod-liver oil, food smoothie and a flake mix, which contains 60 per cent potato and 40 per cent carrot and is designed as a transitional product for future barf users. For cats fed on barf products, a taurine paste has been added to the range. In the fully preserved meat, Dr Clauder chose to use not only muscle meat but also offal, in order not to exclude a natural vitamin source. Since barfing is a subject that requires explanation, the company is planning to introduce an intensive training course for speciality retailers. Participation in the training course is a prerequisite for being supplied with the barf products. Dr Clauder is working with an external service provider to implement the training programme, and the company has…