Ppm media pack 2018 final

Pet Product Marketing The leading magazine for the pet trade

At the heart of the pet industry We can help you access key decision makers

www.petproductmarketing.co.uk

2018 Media Pack

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Pets Choice

Burns launch grain-free diets

“PPM is central to our trade advertising and allows us to keep the independent pet trade up to date with all our latest products. It keeps on top of trends in the industry and adjusts content accordingly. We have the opportunity to get involved with editorial where possible and their schedule of supplements help us to focus on key areas across the year. The PPM team are easy and helpful to deal with and make our marketing spend work really well for us.”

The rural business based in Wales responds to customer feedback and reveals an exciting range of grain-free diets just in time for PATS. We find out what’s inside the packaging...

M

ulti-award-winning dog food manufacturer, Burns Pet Nutrition is due to launch two new Duck and Potato diets for puppies and adults this spring.

The highly anticipated releases have been developed by Veterinary Surgeon, John Burns and will be the first Burns products to be entirely grain-free, using potato and superfood buckwheat as carbohydrate sources.

The new diets are a slight deviation from Burns’ usual products which have been on the market since 1993 and include complex carbohydrates such as wholegrain rice. Burns was the first UK pet food company to bring chemical-free pet food to market in 1997 and their recipes focus on a handful of simple, healthy ingredients which allow the body to function naturally.

Explaining the decision behind the new grain-free release, Business Owner and Veterinary Surgeon, John Burns said, “The grain-free movement has surged in popularity over recent years and as long as owners continue to humanise their pets, the demand will continue.

What we are doing is responding to that demand by providing healthy adult and puppy diets that contain all the usual Burns benefits, with the added value of being grain-free.”

Confused about grain-free pet food? Burns have put together a handy guide to help you (and your customers) understand the thought process behind grain-free.

Pet Product Marketing

Burns

www.petproductmarketing.co.uk

Why would customers choose to feed their dog grain-free?

“Grain-free diets did not develop in response to new scientific research.

Instead, it was because dog owners wanted them” wrote Veterinary Surgeon, Kristina Johansen in her 2017 book on commercial dog food.

The advent of new, grain-free human diets has paved the way for a new movement of dog owners who want to mimic human eating principles with their prized pets.

There is also the perception that dogs should eat as they would in the wild. Grain-free pet food

FREE

2017

The winners

44%

of households have pets

24%

of households have a dog

Duck Fat – Nutrient rich omega-3 fatty acids promote healthy skin and coat.

Buckwheat – Despite the misleading name, buckwheat is a fruit seed and well-regarded as a superfood. It’s rich in antioxidants, high in fibre and highly-digestible.

Seaweed – Rich in minerals and vitamins, seaweed promotes healthy teeth and coat.

Peas – A great source of iron, potassium and rich in Vitamins A and K.

Educating customers in the age of post-truth

When surveyed, 94% of Burns customers said that they buy their pet a Christmas present. You only have to browse the aisles of supermarkets to find a tremendous range of ‘human’ pet products such as popcorn, fancy dress clothing, beer and even doggy chocolate.

Products that mimic the eating habits of humans are undeniably on the rise, but often boast no nutritional benefit to the animal.

In the age of post-truth, customers are growing more and more wary of what goes into their food and their pet’s food. Customers want products that are transparent and brands that they can trust.

Burns don’t believe in gimmicks, instead they seek to provide the customer with practical diets that put the pet’s health in the driving seat.

The new products are designed to provide adult and puppy dogs with all the nutrients they need for a long and healthy life with the added bonus of being grainfree as customers want.

All Burns recipes are

hypoallergenic, highly-digestible and promote healthy skin, coat and all-round health. For the past 25 years, Burns has focused on natural, healthy recipes which allow the pet’s body to function naturally, without the build-up of toxic waste.

How to place an order

To be the first to stock Burns’ new puppy and adult grain-free diets, call the trade sales team on 0800 018 90. Or visit www.burnspet. co.uk for further information.

What do Burns’ grain-free diets contain?

A limited profile of healthy ingredients including duck, potato, buckwheat, peas, seaweed, vitamins and minerals, with absolutely no nasties.

Key Ingredients:

Duck – A premium source of poultry and a novel protein. Rich in iron and easy to digest.

Potato – A highlydigestible complex carbohydrate.

www.petproductmarketing.co.uk

This timeline-based feature allows you to provide greater insight into who you are focusing on your heritage and achievements. We can currently accommodate one of these special features per issue, allowing you to tell potential customers your story, in your way. This is an opportunity to shout about who you are and its striking format will certainly stand out.

CHRISTMAS

Gift Guide 2017

Households with

Cat ownership up by

children

500,000

£18k

during their pets lifetime

Does grain-free pet food have any health benefits?

There is no evidence to suggest that grain-free diets are nutritionally superior to grain diets. However, allergies are now a common problem in pets and certain grains such as wheat, rye and barley which have a high gluten content are more likely to cause these issues. If a dog is suffering from food related issues such as skin or digestive issues, then trying a grainfree diet could be beneficial.

In addition to wheat, Burns’ new grain-free diets are also free from gluten, soya, dairy and beef which are known to cause allergies in pets.

The best way to identify whether pets have an allergy is through an elimination diet.

Grain-free pet food typically contains higher levels of meat content than rice or wheat-based diets. However, not all grainfree diets are high in protein and some have a lower level of protein and fat. From John Burns’ experience a diet with more controlled protein levels and a low level of fat are more beneficial for dogs with health complaints.

It’s worth reminding customers that if dogs don’t suffer from allergy symptoms they don’t require a grain-free diet and choosing one has more to do with perception than nutritional gain.

Behind the Brand

Dog owners are likely to spend

*Sources: pfma.org.uk, spana.org

tends to contain a higher meat content and therefore reflects the carnivorous diets of animals who live in the wild.

12 February 2018

16-PAGE SUPPLEMENT

FACTS & FIGURES

54 million

What is grain-free pet food?

Grain-free pet food refers to the elimination of all grains from the formula. This includes but is not limited to: wheat, oats, rice, maize or corn.

August 2017

www.petproductmarketing.co.uk July 2017

“PPM has always been a great medium for Burns to get key messages out to trade customers, whether it be news about our charitable arm or new product launches.

I have always found PPM to be a great advertising partner and in the last few years have had the pleasure of working with Stephen Tanner who has always been very helpful and has aided in making sure our advertising campaign went without a hitch.”

Bob Edmunds, Burns Pet

The UK’s pet population is estimated to be

First look

FIRST LOOK!

in 2017

17%

of households have a cat

8 in 10

dog owners say their pet is part of the family

are more likely to own a small pet

Advertising feature

Behind The Brand

Behind the Brand: Rolf C Hagen H

agen has grown over the past 62 years to become the world’s largest privately-owned, multi-national pet products manufacturer and distributor. Underlying the entire Hagen philosophy is one simple and immutable fact: “Pets are not only the heart of the business, they are the reason we are in business.”

Hagen’s success is based on four elements that serve the purpose of improving the quality of pet care around the world. These elements are innovation, design, quality and pets.

Hagen is the parent company to over 20 leading pet brands. These include Fluval; a world leader in quality aquatic products and Exo Terra; a leader within the reptile industry and market leader for natural terrariums. Other key Hagen brands include Catit, Laguna and Nerf Dog; a licensed dog toy range under one of the world’s leading toy brands.

1963: A true family company

1955: Hagen Inc Founded

After immigrating to Canada in 1955 Rolf C. Hagen, a young entrepreneur from Germany, established Hagen Inc. The fledgling business specialised in importing and distributing bird seed, but soon expanded into other areas.

Rolf was joined by his brothers; Horst and Dieter who brought new energy to the business and drove the rapid growth of Hagen’s pet supply business.

1968: The road to success

By the end of the 1960’s, pets were becoming increasingly popular and Hagen was operating the first national pet wholesale network in Canada, growing hand in hand with the increasing number of pet supply stores.

1979: Hagen launches the first Fluval Filter

1974: Hagen becomes a manufacturer

In 1979, Hagen launched the first Fluval filter; Fluval 301 Canister Filter.

Ever since, Fluval has led the way in providing efficient, reliable and simpleto-use canister filtration systems.

1980: Hagen goes global

Following years of success, Hagen continued to invest back in to the business, going global with its first subsidiary in the USA shortly followed by the UK, Germany and Malaysia.

In 1974, Hagen Industries was born, producing innovative wire bird cages and glass aquariums.

Hagen Industries has since evolved and now manufactures Fluval aquarium liquids, as well as extruded bird and small animal foods within their state-of-the-art facility.

1982: Hagen UK established

Hagen UK was established in 1982 and quickly became one of the UK’s key pet products suppliers with products becoming known for their quality, value for money and innovation.

1985: HARI became

1984,

Hagen’s commitment to innovation brought the release and popularisation of internal aquarium filtration and all in one aquarium sets within the UK aquatic market.

one of the world’s largest avirculutral research centres

2017 Hagen’s success continues

Today, Hagen products continue to be sold in over 60 markets and Hagen remains a respected and innovative manufacturer and supply chain partner to all major pet retailers across the globe.

2004: Passing the torch with new leadership

In 2004, with its roots deeply established in the pet industry, Hagen Inc was ready to transition forward under the capable leadership of Rolf Hagen Jr, son of the original founder.

Looking forward: Hagen’s future in a digital revolution Hagen is committed to future investment in protecting and investing in the pet retail industry.

Fluval and Exo Terra have the most visited brand websites in their sectors by far, which supports Hagen’s digital initiatives on driving consumer engagement and supporting independent stores.

Hagen will continue to build its

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1985 saw Quebec, Canada became home to the Hagen Avricultural Research Institute (HARI), one of the world’s largest avricultural research centres, with all research findings incorporated in to Hagen’s own bird food brands Tropican, Tropimix and Living World.

brands digitally and ensure that it remains ahead within today’s everchanging digital environment. With its state-of-the-art global facilities, international manufacturing partners, and in-depth research and development programs, Hagen is set to continue to grow and develop well into the future with hundreds of new lines being launched every year.

September 2017 19

About Bauer Media Bauer Media UK is an entertainment network of iconic, multi-platform brands.

The business became part of the Bauer Media Group, Europe’s largest privately-owned media group, in 2008. Founded in Hamburg in 1875 and now in its fifth generation of family ownership, the Bauer Media Group operates in 19 countries including the UK, Germany, Poland, Australia, New Zealand and the USA and has 11,000 employees worldwide.

In the UK we reach over 25 million consumers. Our portfolio includes heat, KISS, Grazia, Empire, Motor Cycle News, Parkers, TV Choice, Take a Break, Bella, Magic and Absolute Radio.

CONTACT US To find out how we can help your business talk to and influence your customers via our many platforms, no matter your budget, please contact Stephen Tanner on 01733 366 366 or email Stephen.Tanner@bauermedia.co.uk

Media House, Peterborough Business Park, Lynch Wood, Peterborough, Cambridgeshire, PE2 6EA

PET PRODUCT MARKETING 2018 ISSUE SCHEDULE ISSUE

COPY DEADLINE

ON SALE DATE

February

10 Jan

26 Jan

March

7 Feb

23 Feb

April/May

14 Mar

30 Mar

June

9 May

25 May

July

13 Jun

29 Jun

August

11 Jul

27 Jul

September

8 Aug

24 Aug

October

12 Sep

28 Sep

November

10 Oct

26 Oct

December/Jan

7 Nov

23 Nov