Mars Petcare unleashes 'Dream Sixteen’ must stocks for convenience

Mars Petcare is helping convenience retailers capitalise on the growth in petcare and increased footfall that many have seen during the Covid-19 pandemic, with the launch of its "Dream Sixteen" – a reinvigorated range of must-stocks that should form the core of a retailer’s petcare offering. The Dream Sixteen will also include three new price-marked packs (PMPs): bestsellers from Pedigree®, Sheba® and Cesar® carrying RRPs of £3.75 - £4.75 price-mark to appeal to over half of shoppers who say they like this format [1].

Fifty-five per cent of pet owners have previously stated they fail to purchase in the convenience channel due to lack of choice [2]. Addressing this head on, Mars Petcare has developed the Dream Sixteen core range – including favourites such as Whiskas Pouches, Pedigree Dentastix, Pedigree Pouches and Dreamies – to support retailers of all store sizes address choice for shoppers and capitalise on the opportunity of increased sales by attracting lucrative pet-owning consumers to their stores.

“In addition to rolling out the Dream Sixteen, we are also launching three PMPs across some of our bestselling SKUs," said Alex Smith, convenience channel director at Mars Petcare UK. "Offering shoppers great value, Pedigree Pouches 12-pack will carry a £3.75 RRP price-mark. Pedigree is the number one wet single serve brand, and its pouch format is growing at an impressive +33 per cent, making this new PMP addition a must-stock for c-stores. In addition, for those shoppers looking to trade up for their dogs or cats, Cesar Trays 8-pack and Sheba Pouches 12-pack will both carry a £4.75 RRP price-mark."

The new PMPs are available now and will be supported with Dream Sixteen merchandising advice and planograms from Mars Petcare. The prices on these PMPs are recommended retail prices (RRPs) only. Retail pricing is at the sole discretion of the retailer.

[1] IGD 2020

[2] Mars Omnichannel Study UK 2018