Nestle is one of the largest food and beverage manufacturers not only in the United States, but the entire world. The company’s products spread from every corner of the globe and it focuses on more than just bottle water and snacks, but also different kinds of food for both humans and animals. Beneful is one of the latest dog food brands from the Nestle Purina Petcare branch of the company. The Beneful food brand offers up both dog food, wed dog for and an assortment of treats. While the company is one of the newer pet food offerings in the United States, it has become one of the most popular, as it now stands as the fourth most popular dog food brand and the profits continue to increase.
The Beneful brand first hit the market in 2001. Nestle wanted to release a pet food that revolves around health benefits, as more and more people have started to shop for premium food brands for their dog food over the more traditional offerings. Beneful provides an improved food over many of the more traditional dog foods, all without charging a significant amount, like the premium food brands. The work Beneful, according to the company, means “full of goodness”. In order to grow the brand, the company has continued to spend a large amount of money on advertising. In the first year after its release, the company spent $34 million on the brand in advertising, which was the year’s largest marketing campaign for any product sold by Nestle Purina.
The Beneful brand sells a wide range of actual dog food, with several different major ingredients so pet owners can find something that works best for their particular pet. This includes a vegetarian option that replaced meat with soy. Of course, there are other pet foods that removes soy and grains for dogs that have an allergic reaction to filler material (there is actually a large percentage of dogs who do have food allergies).
After five years on the market, Beneful saw a $300 million profit annually in revenue and went on to increase production following the 2006 year. The company has since gone on in order to improve the appearance of the food.