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A pedigreed pouch

Kal Kan launched eight 150-g (5.3-oz) varieties of Pedigree Little Champions wet dog food this spring in what appears to be the same foil-laminated pouch used for the company's Whiskas-brand cat food (see Packaging World, Aug. '99, p. 83, or Little Champions sports an 18-month shelf life, and it carries Kal Kan's Flavor-Lock Pouch trademark.

"It's on the heels of the success of our Whiskas pouch that we launched Pedigree Little Champions dog food in a pouch" exclaims Alice Nathanson spokesperson for Vernon CA-based Kal Kan Foods Inc. Back-panel graphics and copy on the Little Champions pouch instruct users to shake the pouch to settle food tear the pouch open and then pour the dog food into a bowl. A tear notch at both top sealed side edges enables easy opening. "The pouch enables children to be more involved in feeding the family pet because it's a very safe and convenient packaging format" says Nathanson. She adds that the dog food pouch "absolutely provides a point of distinction for us. So far it's done terrifically in the market even better than Whiskas." Nathanson notes that Whiskas is now available in 12 varieties. Part of the pack’s appeal to Kal Kan she says “is that it nearly fits four times the surface area for graphics compared to a can.” She says it appeals to retailers because each 24-count case includes two rigid trays. Each tray holds 12 packs which retail at prices ranging from 44¢ to 69¢. The company would not reveal any details about packaging methods or suppliers. Nathanson wouldn't comment on whether the pouches would replace cans in the Pedigree product stable. "It's another convenient packaging format. We still sell Little Champions and Whiskas in cans" she states.

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