PreVital steps a level higher

In February 2014 PreVital, the cat food product line of Partner in Pet Food Hungária Kft. (PPF), returned with an extended portfolio, a more spectacular design and modern packaging.

The refurbished and repositioned branded product line is being listed by stores not only in Hungary but also in other key markets such as the Czech Republic, Poland, the Netherlands, Slovakia and another 28 European countries. Borbála Zeller, the company’s international brand manager told our magazine that the company decided to build a manufacturer brand because of two reasons: they had already reached the limits of their private label product manufacturing and because pet food manufacturers had cut their marketing budgets in the last few years, therefore it became easier to launch a new product with real impact. PreVital is now positioned between the price levels of well-known branded products and private label products. Instead of the former 11 partners are offered 23 SKUs. In the new portfolio single-portion aluminium foil bag products have a stronger presence. The launch campaign will reach full speed in June-July with television and online ads, social media presence and a revamped website. In the stores of retail chains a wide range of POS tools will be used. PPF’s medium-term goal is that in three years time every fifth product they sell would be their manufacturer brand. This year PPF changed the name of its dog food line from SoftMix to VitalBite and gave these products a new look.