Nutro Launches 'Clean Eating' Dog Food

One of the pioneers in natural, Mars Petcare’s Nutro brand is relaunching its product portfolio and introducing a limited-ingredient diet product line that taps into the human trend of “clean eating."

In these days of food ingredients you can’t pronounce, the brand is committing to making recipes that are “simple, purposeful and trustworthy, made with real, recognizable, non-GMO ingredients and as close to their native form as possible.”

The relaunch includes the new Limited Ingredient Diet product line of dry food for dogs, new recipes in the Wholesome Essentials and Grain Free dry dog food lines and a refreshed look for its packaging.

To launch the “Nutro. Feed Clean” philosophy, the brand is breaking new creative across digital and television. A 30-second TV spot from BBDO San Francisco, “This is Clean,” reinforces the brand’s pledge to craft clean recipes that give dogs the energy they need to be active and playful. 



The campaign, which breaks this week, juxtaposes “clean eating” with the dirt-filled fun that dogs enjoy from the vitality they get from a wholesome diet. It showcases an energetic ensemble of muddy, sandy and water-loving dogs whose eating habits give them the energy to get dirty outdoors.

“Over the years, we have focused on crafting recipes without artificial preservatives, flavors or colors and giving pet parents a choice by offering recipes without grains, chicken by-product meal or soy protein,” says Chris Mondzelewski, general manager of pet specialty, Mars Petcare North America, in a release. “We’re taking the next step in our journey, setting a new standard with clean food for pets.”

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