GOURMET CELEBRATES RECORD HIGH BRAND SALES WITH NEW SUPER PREMIUM PACKAGING DESIGN
In October 2017, GOURMET - the culinary-inspired cat food and pioneers of the Cat Soup category – unveils its new packaging design to enhance brand premiumisation, having reached a significant milestone in delivering 15% market share[1].
Establishing strong growth at 13.4% MAT and record-high sales of its Soup and Perle sub-ranges, GOURMET continues to entice shoppers into the luxury cat food category through its successful ‘trade-up’ model – figures reveal an increased focus on premiumisation, with the luxury pet food sector currently growing by 11.4%. New masterbrand packaging and an engaging media campaign has been introduced to build on this success, while staying ahead of consumers’ expectations as category leader.
Encompassing a new brand logo, appealing food visuals and text positioning, the new, eye-catching packaging design aims to further differentiate between sub-ranges and flavours, as well as increasing premiumisation and stand-out key brand elements. Research shows an increased purchase intent of 97%[2], thanks to improved visibility, appeal and perception.
What’s more, GOURMET has invested in cinema advertising for the first time; a 20-second TVC featuring its connoisseur cat who communicates its Soups innovation is due to run from October to December 2017. GOURMET Soup was voted the Product of the Year in the Wet Cat Food Category 2017[3] and communication will proudly feature on Soup multi-packs.
Agathe Robert, Nestlé Purina GOURMET Senior Brand Manager, comments: “As the popularity of the luxury pet care category continues to increase, we’re proud to see GOURMET at the forefront of activity. The GOURMET brand re-fresh is just the start of exciting new chapter, as the brand continues to grow and develop.”
ENDS
[1] IRI w/e 15th July – SiG Outlets + Ocado (monitored every four weeks)
[2] Nielsen GTC, WCSS Grocery Report, MAT FM 16
[3] Winner Cat Food Category Survey of 11,637 people in UK and ROI by TNS
