3 minute read
Out the Box
by 55 North
Cooling woofs
The first supermarket-sold ice cream for dogs is now a reality – courtesy of Aldi.
Aldi has become the first majorretailer to roll out ice cream for dogsand is marking the occasion by teamingup with ice cream vans acrossthe UK.
WHAT’S THE NOVEL CONCEPT?
Doggy ice cream is not in itself an innovation – ice cream manufacturer Marshfield Farm recently extended its dog-friendly range for example – but it’s the first time that a supermarket has launched a line. Aldi is rolling out two flavours: Pea & Vanilla and Apple & Carrot.
The new Beechdean Doggy Ice Cream range is available in stores nationwide from 16 June for £2.99 for a pack of four.
“With more of our customers now owning dogs, we’re delighted to launch a nutritious and tasty treat that will help keep dogs cool in the heat.
Being the first UK supermarket to launch a dog-friendly ice cream comes just in time for summer as we look forward to the warm weather,” said Julie Ashfield, Managing Director of Buying at Aldi UK.
An additional new concept for the launch is that the ice cream will be available in the freezer aisle, next to Aldi’s full ice cream range.
As part of the rollout, Aldi has partnered with local ice cream vendors across Brighton, Essex and Scotland to promote the new product. The supermarket has even equipped dogs with special vests to help with the promotion.
“Teaming up with ice cream vans across the country gives us the chance to get the product straight into owner’s hands, so they can share a special moment alongside a tasty treat outside with their furry friend – we’re confident they won’t be able to keep their paws off it,” Ashfield added.
WHAT TOOK IT SO LONG?
Following the pandemic, pet ownership is at an all-time high, with the Pet Food Manufacturers’ Association saying that an estimated 17 million households have pets – or 59%. Of them, 33% own dogs, bringing the total dog population at 12 million.Earlier in May, TWIR reported that Asda is now dedicating a full aisle just for dogs, signifying the importance of the category.
IS IT LIKELY TO BE COPIED BY OTHER RETAILERS?
It certainly seems like a very plausible scenario, in TWIR’s opinion.
Dog ownership is not only on the rise, but households are now viewing dogs as family members, not just pets. The desire to pamper them is strong amongst dog parents and new treats are constantly being launched by pet food manufacturers.
It could also be a very profitable category for the convenience channel, although popping in with the dog so it can choose its favourite treat is not on the table, at least for now.
