Coop launches new lines for dog and cat nutrition.
Over 200 products in four new lines for animal nutrition, dogs and cats.
With an eye to well-being and innovation, also with proteins derived from insect flour.
Coop continues the brand revolution, which launched in 2022, is about to reach completion (in total there are over 5000 new proposals on the shelves over 3 years), enriching the Pet Food segment.
With this new offer the company is able to compete on an equal footing with chains specializing in animal welfare.
“The choice is the same as for all Coop products, that is, to satisfy different needs - explained Domenico Brisigotti, general director of Coop Italia -.
We know that families who host animals have different needs and are no longer as homogeneous as they used to be.
This is why the range is wide.
And then there is the need to satisfy the search for protection of purchasing power, which is also very important in this sector because the economic impact for families who host animals has now become significant".
The products were developed with the support of the University of Milan.
The lines are characterized by some basic elements such as the non-use of preservatives or added colorings and attention to nutritional aspects as well as taste.
Proteins derived from insect flour also appear in four snacks and in one line there is also the word superfood with the presence of spirulina, pomegranate or blueberry.
“We have formulated for the first time or reformulated products capable of providing all the nutrients with a correct balance based on increasingly different needs, thinking about sizes, ages but also the behaviors and lifestyles of animals,” explained Valentino Bontempo , professor at the University of Milan specialized in nutrition and animal feeding.
In 2023 the Coop product had a turnover of around 60 million euros and the Pet Food share was around 30%.