A holistic image

For three generations the independent German family-owned company Mera has been producing top-quality, species-oriented nutrition concepts for dogs and cats. As well as the Meradog dog food brand and Wahre Liebe cat food, the existing range has hitherto included the Mera Exclusiv and Meravital brands, which offer an individual pet food line for breeders and veterinarians. This brand breakdown will disappear as part of the reorientation. 
In future the manufacturer will streamline its external image and operate a self-contained umbrella brand, termed "Mera - The Petfood Family", in order to strengthen its position in the market further and create a high recognition value.
This is because the name Mera denotes high-quality food, which is produced in a sustainable, honest and committed way. To ensure that the premium products are recognisable as such at first glance, all of the manufacturer's lines are being integrated into the new umbrella brand and will be rebranded. This step will create clarity and a comprehensive overview for consumers and retailers alike. The process will commence with the current Meradog and Wahre Liebe brands, which will be converted successively this year and expanded by product innovations.
According to Mera, the lines for professional users (breeders, veterinarians) will be adapted to the new orientation in the next few years. 
By doing this the manufacturer wishes to communicate an approach that has been practised within the company for a long time: "Our company has been committed for many years to a fundamental quality standard with its sustainability-oriented philosophy. All our products attest to our caring attitude towards our pets, nature and our fellow human beings," says proprietor Felix Vos. This also means that Mera takes greater account of the individual needs of family pets in restructuring its product portfolio and thus appeals even more specifically to caring, aware pet owners who want to feed their pets responsibly. Vos explains the reorientation as follows: "We have considered the trends in the international pet food market and the growing requirements and demands of the consumers in depth. The knowledge gained from this analysis set the tone for the new umbrella brand strategy."  
Notwithstanding all the innovations, customers don't have to surrender the accustomed Mera quality. For pets in all life stages from junior to senior as well as pets with special needs, the manufacturer offers nutritionally valuable food…