Have you heard? NIQ and GfK are now one website. Learn more

Gradient Blue Background

How Blue Buffalo spearheaded a movement in a new category

A Pet Care success story:​

Entering the Wet Cat Food category and growing the brand​

Current healthy wet cat food had bad taste perceptions among pet parents

Wet cat food pet parents value emotional interaction (looking for meowing, leg rubbing, etc.) during pet feeding time

There were several consumer pain points with the current market, e.g. an ‘ick factor’, sharp lids, and inconvenient storage of left-over product

R&D focused on palatability from a cat perspective

Insights team gathered pet parent feedback to give a 360 picture of total product experience

Maintained spend beyond Year 1

Utilized brand ambassadors, “Pet Detectives,” in pet specialty stores to encourage trial

Leveraged content from influencers

Blue Tastefuls became a leader in the movement to naturalize the wet cat food category

NIQ BASES

NIQ BASES

NIQ BASES

NIQ BASES