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Challenges posed of marketing new cat litter to reluctant consumers

BY Gisselle Gaitan

How can litter companies get pet — or to be more specific — cat owners to switch to a new brand of product? It’s a question Packaged Facts brings up and tries to solve for marketers in Cat Litter: U.S. Pet Market Trends and Opportunities. With 87% of cat owners purchasing litter within the last 12 months, it’s become the largest category in the non-food pet supplies market, which is expected to hit sales of almost $3 billion by the end of 2017.

With a market size that large, there are plenty of opportunities for companies to engage with cat owners about the challenges surrounding litter use and deliver products tailoring to those needs. When promoting new types of litter, one thing that must be simple for pet owners is making the transition from one brand to another as seamless as possible.

Aside from hitting that mark, companies also must avoid pitfalls, such as cats refusing to use the product altogether. Making the litter easy to use with efficient maintenance, while keeping odors under control, and ensuring safety for the pet and environment are facets consumers look to when figuring out what works best for them.  

The study from the Rockville M.D.-based company also makes note of the importance behind competitively priced store brands and incorporating features equivalent or superior to those of national brands, which consumers are more receptive to. Another way to catch the eye of the targeted audience lies within the power of social media and the Internet. It’s already become the ideal way for many pet owners to get the products their furry companions love, and litter is sure to follow suit. 

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Chobani celebrates anniversary with repackaging and regional offerings

BY Gisselle Gaitan

To celebrate its 10th anniversary and commemorate national distribution which began in 2008, Chobani has unveiled a major brand evolution. The Norwich, N.Y.-based company has shifted its visual identity to a new wordmark, packaging design and a range of products that will be offered regionally.

"We make yogurt but our business is wellness — for the fans who enjoy our products to the communities we operate in," Peter McGuinness, chief marketing and commercial officer of Chobani, said. "As we approached 10 years as a national brand, we spent the past 10 years focusing on the impact our company can and does have on communities across America, using food as a force for good. That's framing how we're looking at the next decade, and our new packaging is the first glimpse into that. It's a beautiful translation of our brand and our purpose that moves us closer to becoming a food-focused wellness company."

The brand also explained how it seeks to make universal wellness happen by building upon their founding mission to provide better food for more people. To bring this message to life, Chobani is launching an evolution of the brand’s creative expression — Fighting for Happily Ever After — which will shape everything from product packaging to the brand's website and future campaigns.

Beginning in December, the consumable brand will begin regionally offering the Chobani with a Hint Of – line. These products contain blended Greek yogurt made with only natural ingredients and hand-selected varietal real fruits and spices, the company said. It will include five flavors: Madagascar Vanilla Cinnamon, Wild Blueberry, Monterey Strawberry, Gili Cherry and Alphonso Mango. 

Chobani also will be expanding its offerings across existing product platforms to include: 

  • Chobani Smooth Strawberry Banana and Mixed Berry: Two popular flavors added to the brand’s first ever non-Greek yogurt platform;
  • Chobani Flip Honey Crunch Bunch: Inspired by the iconic cereal brand, with honey yogurt, corn flakes, honey oat bunches and glazed pumpkin seeds;
  • Chobani Flip Tropical Daybreak: Offering pineapple coconut yogurt, ancient grain clusters, coconut chips and dried pineapple;
  • Chobani Whole Milk Vanilla Chocolate Chunk: Delicate dark chocolate chunks, folded into a rich, creamy Madagascar vanilla yogurt;
  • Limited Batch Chobani Cherry Vanilla Blended: Combines two of the company's most popular flavors into a blended yogurt;
  • Limited Batch Chobani Mint Chocolate Chunk: Inspired by one of America's favorite ice cream flavors, with creamy mint yogurt blended with chocolate pieces; and 
  • Limited Batch Chobani Flip Buttercrunch Blast: Features toffee pieces, peanut butter clusters, chocolate cookies and roasted peanuts tumbled into a chocolate yogurt.

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Wholly Guacamole brand introduces avocado dips, spreads

BY Gisselle Gaitan

The makers of the Wholly Guacamole Brand are expanding their list of products available to consumers, by launching a new line called Wholly Simply Avocado dips and spreads.

Simply Avocado dips and spreads offer always ripe and great tasting avocados year-round without any mess, the company said. There will be a variety of five new flavors, two already launching in stores and three coming in the near future. The currently launched dips and spreads are:

  • Sea Salt – made with avocado and sea salt; and
  • Garlic Herb – made with garlic, parsley, sea salt and a touch of lime.

The three flavors launching soon are:

  • Roasted Pepper –  made with roasted bell peppers, sea salt, avocado and a touch of lime juice;
  • Jalapeño Lime – made with avocado, lime juice, jalapeño peppers and sea salt; and
  • Just Avocado – made with nothing but avocado.

"Because of its great taste and corresponding nutrition benefits, people all across the U.S. want to eat more avocado, but often struggle with the reality of finding a perfectly ripe one," Diana De Loza, innovation manager at MegaMex Foods, said. "The Simply Avocado brand offers a simple and convenient solution for enjoying real avocado as a spread, topping or dip. With no need for mashing or preparation, there's no hassle or fuss – just open the package and let the enjoyment begin!"

Wholly Simply Avocado dips and spreads are made with hand-scooped Hass avocados, are gluten free, kosher certified and contain no preservatives. The products are packaged in a peel-back tray and can currently be found in Walmart locations throughout the nation for the suggested retail price of $3.68–$4.19. 

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