Beneful: Nestle Purina’s Dog Food Phenomenon

Beneful, a brand of dog food produced by Nestle Purina Petcare, offers a line of very nutritious wet and dry dog foods and treats. Although a relatively new product, Beneful was the fourth most popular brand as of 2012. It is one of Nestlé Purina’s most profitable brands, generating in excess of $1.5 billion a year in revenue. The brand was introduced in 2001 and supported by $34 million in television advertising (Nestle Purina’s most expensive television marketing campaign ever) that year, the brand quickly established itself as a favorite among dog owners.

Full of Goodness, that’s what the name Beneful means according to the company. This has apparently resonated with dog owners eager to give their pets the best. Beneful’s attraction is it’s stated nutritional value and the benefits it provides for dogs. Plus it has the rich, meaty flavors dogs love. In 2005 Beneful added a line of products called Beneful Healthy Harvest that features soy instead of meat. The Benefuls Prepared Meals line featuring 8 flavors and packages that doubled as dog food bowls was added to the offerings in March 2006. By the end of 2006, Beneful dog food was generating over $300 million in revenue.

The demand for Beneful grew by leaps and bounds. Nestle Purina was forced to make $36 million worth of upgrades to its St. Joseph, Missouri wet dog food manufacturing facilities to try to have production keep up with demand. In 2010 the company modified many of the Beneful products to look more like human food. The next year Beneful released a groundbreaking ad campaign in Australia. In a series of ads aired on television, there were sounds only dogs could hear. According to Beneful, it was the first advertising campaign aimed directly at pets.

Beneful began hosting annual competitions for dog renovation designs. The top prize was a $500,000 dog park renovation. In 2013 1,000 dog designs were submitted. The Beneful line has continued to evolve. They now feature dry dog food, canned dog food, prepared meals, and snacks in flavors like beef, chicken, lamb, pork, turkey, and cheese and an amazing array of combinations baked, simmered, or stewed. like:

•Healthy Fiesta
•Healthy Growth for Puppies
•Healthy Radiance®
•Healthy Smile
•Healthy Weight
•Playful Life™

And there seems to be no end in sight.

One comment

  • Kaylynn Brenden
    July 7, 2017 - 9:00 am | Permalink

    Demand of Beneful has been high according to reports and I can sense the direct impact of certain top management decisions. I think writing services reviews is a very good reason why there cannot be failures in having wrong marketing intelligence information. The top leadership is key, but promotion also will have to do the rest to move on.

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