Everything about Pedigree Petfoods totally explained
Pedigree Petfoods is a company that manufactures
pet food located at
Melton Mowbray,
Leicestershire,
England with another factory in
Peterborough,
Cambridgeshire. Pedigree comes from a French phrase meaning birds feet, representing the shape of family trees.
Mars Inc
It is now a subsidiary of
Mars, Incorporated. The UK division of Mars Inc. has been called Masterfoods since
January 2002. Previously it was Pedigree Masterfoods and Mars Confectionery (a division, making the
Mars Bar, is based in
Slough).
Marketing
The company makes the market leaders
Pedigree (dog food) and
Whiskas (cat food), as well as
Kitekat (cat food) and
Pal (dog food). The slogan used for many years for Pedigree dog food is "Top breeders recommend it" with a current slogan of "we're for dogs". For Whiskas' the old slogan was "8 out of 10 owners say their cat prefers it." and for Pal it's "Prolongs Active Life".
Sponsorship
Masterfoods, until recently, sponsored the
Burghley Horse Trials, near
Stamford in Lincolnshire, now sponsored by another country sport stalwart,
Land Rover.
Pedigree sponsors the #18 of
Kyle Busch in the
NASCAR Sprint Cup Series. In the past they've sponsored drivers
David Gilliland,
Ricky Rudd,
Ken Schrader,
Elliott Sadler, and
Ernie Irvan.
Centre for Pet Nutrition
The Waltham Centre for Pet Nutrition, also mentioned in TV advertisements for
dog food, is based at
Waltham-on-the-Wolds near Melton Mowbray. There are 250 dogs, and 600 cats who get fed there every day. It is publicised as conducting the most advanced research on dog and cat food in Europe, if not the world.
Further Information
Get more info on 'Pedigree Petfoods'.
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