Page 54 - PET worldwide issue 03/2022

Dog food

A feast for the eyes

Petco’s premium brand Wow is now being stocked by more

and more pet stores. It is an eye-catching, high-quality pet food
popular with both the customers and sales staff.

Wow’s striking design catches ise on the packaging. Even the details of the ingredients. Wow
the eye straight away. “Bright most attractive packaging is is manufactured in Austria using
colours, cute dogs, trendy let- worthless if the food is not well preferably regionally sourced in-
tering – the look and feel of the received by canines, and so both gredients and contains no grain,
brand are perfectly in tune with aspects of products manufac- added sugar or pork. “As well as
the times,” says Petco founder tured by the Austrian family firm the high-quality moist and dry
Katharina Miklauz confidently. are tailored to the high demands food, the Superfood Soft treats
She knows that this makes it of the consumers. are especially popular,” adds
easy to position the attractively Katharina Miklauz. Despite their
presented products on the shelf. Natural, regional soft texture, the treats contain no
But the bottom line, as always, is products glycerine, with the consistency
whether this positioning can be In Wow meals, ingredients of being controlled by a specially
maintained and whether the cus- the highest premium quality are developed drying process.
tomers accept the product. combined to produce complete “All products are fully available
The dog is ultimately the cus- meals conforming to Fediaf crite- – there are no supply issues and
tomer, and so the key factor for ria. These are well accepted and thus no empty shelves or empty
pet food brands is whether the tolerated by dogs. The declaration dog bellies,” says Katharina
contents live up to the prom- on the packaging offers precise Miklauz. n

The Wow brand is a shelf highlight for Petco manufactures pet food in Austria,
Petco founder Katharina Miklauz. preferably using regionally sourced ingredients.

54 PET worldwide 3|2022

PWW2022-03_Buch.indb 54 12.07.2022 09:22:22