October 21, 2024 (press release) –
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Primal Pet Foods, a leading brand in the Primal Pet Group portfolio, is introducing a new packaging design for its premium lineup of frozen raw and freeze-dried raw food, treats, hydrators and toppers for dogs and cats. With recognizable branding and bold visuals, the updated packaging aims to strengthen the presence of Primal at neighborhood pet stores with a clear and consistent look across their products on the shelves and in the freezers.
According to NielsenIQ research from October 2023, packaging is the number one driver of new brand awareness and purchase intent. Primal expects the new design to help attract new households to its portfolio, improve overall purchase rates and increase purchase intent across the different product categories that Primal offers.
“After extensive market research and consumer testing, we are confident the updated packaging will enhance the visibility of our Primal products and help pet parents have a better understanding of what’s inside the bag,” said Courtney Louch, vice president of marketing. “We’ve listened to consumer feedback and are eager to introduce a new design that not only looks great but enhances the overall shopping experience; the elevated packaging will help us reinforce the quality and care that we put into each of our products.”
The packaging design features ingredient imagery to drive appetite appeal and highlight the real, whole ingredients used in the recipes. The refreshed messaging on the front of the bag helps reinforce the brand’s differentiated positioning as a leader in raw food for cats and dogs; it states, “Whole Food Nutrition with No Synthetic Vitamins or Minerals.”
As part of the Pet Sustainability Coalition’s (PSC) Packaging Pledge, Primal has focused on taking meaningful action toward more sustainable packaging across its product line. With this packaging update, the company will be transitioning its Freeze-Dried Raw Nuggets into recyclable packaging. As a result, all Primal shelf stable products as well as Raw Goat Milk bottles will be sold in recyclable packaging. The company is proud to partner with How2Recycle to provide transparent on-package recycling information for pet parents.
Primal will begin shipping products featuring the new packaging in the coming months and the transition will continue through early 2025.
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