Doggy reinvents itself

With natural ingredients, top-quality raw materials and stringent animal welfare regulations, Sweden enjoys a good reputation in Europe in the pet products sector. The Swedish pet food manufacturer Doggy, which markets its Bozita and Bozita Robur brands in more than 20 countries, aims to harness the positive image that Sweden projects and use it to a greater extent in marketing its products. "Our strategic orientation will now focus even more on our USP, our 'Swedishness'," explains August Engel-Wolff, managing director of the German subsidiary Bozita.

Retailers and wholesalers from Switzerland and Poland, who were recently invited to visit the Doggy headquarters in Vårnåga in western Sweden, could see for themselves that the company takes the fulfilment of its high quality standards seriously. Doggy plans to relaunch both the wet and dry foods under the Bozita label this autumn, and it was clear from a presentation on this that it intends to highlight the Swedish provenance of the food more clearly and strongly than before on the packaging design. Special features of the new design are photographs of active dogs, pictures of the Swedish landscape, a new logo that includes the Swedish flag, and elk antlers as a generally recognised symbol of Sweden. Clear, succinct information on the product will appear on the front of the packaging to make it more instantly recognisable at the POS.
All the ingredients in the Bozita range originate in Sweden and are obtained from the wild and from local farms, some of which have been working with Doggy for years. The protein content is wholly derived from animal sources and all products are grain- and GMO-free as well as containing no added sugar. This is also true of the extremely successful wet food line Bozita Tetra Recart, which comes in environmentally friendly, reclosable packs and now accounts for 15 per cent of the company's overall tonnage. The entire product line has been improved, as has the canned food range, which is completely free of bisphenol, a chemical compound that many scientists believe causes serious health problems. New flavours have been added to the canned food line, along with a 625 g pack size.  
"Successful relaunch"
The Doggy team also spoke about the relaunch of the super-premium brand Bozita Robur, which came onto the market at the turn of the year and has so far fully lived up to expectations, according to the company. Doggy has succeeded in increasing the proportion of animal protein…