Eye-catching design at the POS

The successful Belcando brand is undergoing a comprehensive visual revamp across its entire core range of dry food. The aim: maximum appeal at the point of sale, combined with the familiar taste and quality of ‘Made in Germany’.

Bewital Petfood, a strong and reliable partner to specialist retailers for over 60 years now, is presenting a comprehensive modernisation of the Belcando dry food range at Interzoo. The new packaging design follows a clear philosophy: focusing on the essentials and tailored to the needs of modern pet owners as well as sales success in specialist shops. The key selling points – such as the high proportion of fresh meat or functional superfoods like chia seeds and grape seed meal – are brought even more clearly to the customer’s attention.

The popular Belcando sauce effect is also highlighted more prominently. The ‘guarantee of success‘ for fussy dogs is highlighted directly on the relevant packaging as a clear benefit for customers and explained in a short and snappy way: mixed with just a little warm water, the dry food transforms into a gourmet meal with an irresistible sauce.

In addition, the fresh look acts as an active decision-making aid: Guidance on recommended use is now even clearer and quicker to grasp. ‘Our new design answers customers’ questions before they are even asked – this benefits dog owners and specialist retailers alike,‘ explains Managing Director Jürgen Wigger. ‘To ensure a smooth transition on the shelves, practical information stickers on the packaging also point directly to the familiar favourite variety. We have remained true to our established colour scheme. For example, our rearing range is still instantly recognisable by its blue colour scheme.‘ International customers in particular will also be delighted by the QR codes, which provide all product information in the local language in a matter of seconds.  

Whilst the packaging is becoming more modern, Bewital remains true to its roots when it comes to the ingredients. In keeping with the company motto ’It’s all about the ingredients’, the familiar high-quality recipes, packed with fresh meat and superfoods, remain at the heart of the range. For specialist retailers and customers, this means that the taste your four-legged friend is used to and the proven appeal remain unchanged – only the product’s visual appeal on the shelf is set to increase significantly.

With its new Belcando Vetline range, Bewital is entering the market for complete dietetic feeds – designed specifically for specialist retailers. The three tailored solutions are each available as both dry and wet food:

‘Weight Control‘ for the reduction of excessive body weight and the regulation of glucose supply (Diabetes mellitus),

‘Renal‘ to support renal function in case of chronic renal insufficiency,

‘Gastro‘ for the reduction of intestinal absorptive disorders and compensation for maldigestion.

What sets these ‘problem-solvers’ apart from the rest is the use of guaranteed top-quality ingredients, with a focus on freshness and balance to ensure the best possible flavour. Many varieties contain extra fresh meat, as well as nutritious superfoods such as krill, amaranth, linseed and many other carefully selected ingredients.

Whether wet food, dry food or a combination of both – customers are free to choose, as both types of food are perfectly balanced for each variety.

Innovation is also evident in the wet food segment with Belcando Holistic tins. Thanks to an innovative two-phase technology, succulent meat with added krill is topped with an appetising layer of superfoods. Fruity goji berries, the powerhouse algae chlorella, and vitamin-rich sweet potatoes are immediately visible to the pet owner upon opening the tin.

In the recipes for the five varieties, the German manufacturer deliberately focuses on natural, carefully balanced ingredients and avoids grains as well as artificial colours, flavours and preservatives. For Belcando, a holistic diet means not only providing the dog’s body with optimal nutrition, but also promoting its well-being and vitality.

www.bewital-petfood.com

Hall 2, Booth 2-304