• Brandweek, Wednesday, June 17, 2009 11:15 AM

Nestlé Purina PetCare wants to makes sense of the unruly dog-and-cat accessory aisle by pushing out generic-brand toys, beds, bowls and odor products with its new Purina Pet Gear line. The products, which are color-coordinated and available in three palettes, will launch this summer at Kmart, Albertsons, Safeway, Meijer, Stop & Shop and Giant, Becky Ebenkamp reports.

"It's a highly fragmented category," says Rebecca Smith, director of new products and business development for the brand. "We bring 80 years' experience and expertise to that space and consumers trust in us."

There are three initial licensing partners -- Ethical Products (leashes, collars and toys), Bow Wow Pet (beds) and The oneCARE Co. (stain and odor products, rollers). Beds, collars, leashes and grooming aides will arrive this fall.

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