New Delhi: PEDIGREE®, the dog food brand from Mars Pet Nutrition India, has launched PEDIGREE® Healthy Belly, a complete and balanced food for adult dogs designed to support healthy digestion.
The launch comes in response to growing attention among Indian pet parents towards their dogs’ everyday digestive health. According to an internal study by the company, 26% of pet parents who feed their dogs home-cooked meals reported observing digestive issues in their pets.
PEDIGREE® Healthy Belly combines pumpkin and sweet potato with highly digestible proteins from chicken and egg, along with prebiotics and fibres. The formulation is designed to support digestion, promote good gut bacteria and support the immune system. The product also features PEDIGREE® India’s first belly-shaped kibble, inspired by the digestive-health need it aims to address.
The company has also launched a dedicated Healthy Belly microsite to provide pet parents with information on canine digestive health and the role of appropriate nutrition.
Ayesha Huda, Chief Marketing Officer, Mars Pet Nutrition India, said, “Our insight is that digestive health is an important concern for Indian pet parents, particularly among those relying on home-cooked meals. We therefore looked at how nutrition science could help us create a bespoke solution for everyday feeding. We choose ingredients with known belly friendly impact such as pumpkin and sweet potato, highly digestible proteins from chicken and egg, and prebiotics to support healthy digestion and good gut bacteria.. As the brand that helped build the pet-food category in India, we want to continue advancing it through science-backed innovation that responds to the changing needs of pets and their parents.”
The launch is supported by a new campaign featuring Indian cricketer KL Rahul and his dog. The brand film uses the everyday reality of monitoring a dog’s bowel habits to highlight the importance of digestive health and introduces Healthy Belly as a nutrition-led solution.
KL Rahul said, “Anyone who lives with a dog knows how closely you pay attention to their health and everyday behaviour. Digestive health is an important part of their overall wellbeing, and nutrition can play a significant role in supporting it. As an athlete, I understand how much the right nutrition matters to energy, health and performance. PEDIGREE® Healthy Belly makes it easier for pet parents to understand and support this important aspect of their dog’s wellbeing.”
Shyam Nair, Executive Creative Director, 22feet, part of Omnicom Advertising India, said, “PEDIGREE Healthy Belly is built on one honest pet-parent truth, you may have a hundred worries, but your dog’s number two is always number one. From chewed-up shoes to muddy furniture, raising a dog comes with its share of challenges. But the moment their tummy seems off, every other worry pales in comparison. The campaign turns this familiar, slightly unglamorous reality into a playful reminder that a healthy dog begins with a healthy belly.”
Through the new product and campaign, PEDIGREE® aims to encourage a more proactive approach to canine digestive health while expanding its portfolio of nutrition solutions tailored to the evolving needs of Indian dogs and pet parents.
