Pharma Consultant | Solution Provider
August 12, 2024
Pedigree is a well-known brand of dog food owned by Mars, Incorporated. The brand originated in the United Kingdom in 1957, initially marketed as “Chappie” by William Horley. Pedigree was introduced to the United States in 1967. It provides a range of dog foods including dry food, wet food, and treats, and is known for its affordability and wide availability in over 90 countries.
In the early years, Pedigree expanded rapidly, with significant production facilities established in the UK. The brand became part of Mars, Incorporated in 1968 when Mars acquired Kal Kan Foods of Los Angeles. This acquisition allowed Mars to apply its branding strategies globally, leading to the widespread recognition of Pedigree.
Throughout its history, Pedigree has faced challenges, including quality control issues in the 2000s, which they addressed by enhancing safety measures. Despite occasional setbacks, Pedigree has maintained its reputation by offering nutritionally balanced products fortified with essential vitamins and minerals.
Pedigree’s product lines cater to different life stages and dietary needs of dogs. The brand is committed to pet welfare, offering educational resources and support for pet owners. Over the years, Pedigree has continued to innovate, with recent investments in new production lines to meet the growing demand for its products.
Pedigree dog food was introduced to the Indian market by Mars International India Pvt. Ltd. in the mid-1990s. As of recent data, Pedigree holds a substantial market share in the Indian pet food market. Mars Incorporated, which owns the Pedigree brand, is a leading player in this industry. Mars Incorporated has a market share of approximately 34.49% in the Indian pet food sector, making it a dominant force in the market. This strong presence is largely due to the increasing demand for high-quality pet food products and the growing trend of pet humanization in India.
The Rise of Pedigree in India: A Leader in Pet Nutrition | LinkedIn
