Natural Balance Debuts Pet Food in Connected Packaging

WHEN NATURAL BALANCE launched new pet foods tailored to meet specific nutritional needs, it chose smart and active packaging to enhance the product line’s brand experience. The product line is Natural Balance Targeted Nutrition dog and cat foods. The new foods are made from natural ingredients plus vitamins and minerals that help support digestion, movement, mood and help maintain a healthy weight.

The Natural Balance Targeted Nutrition line, like all Natural Balance products, is backed by the brand’s Feed with Confidence guarantee, which is marketed as the highest and most rigorous in the pet food industry. Every batch of food is tested before being released to the marketplace for the presence of mycotoxins, food-borne bacteria and nutritional ingredient safety at an accredited laboratory.

Using information on the Natural Balance packaging, pet parents can view the individual product’s test results. “We have a firm commitment to stringent food safety testing,” said Brian Connolly, CEO of Natural Balance, says. “This continues to be our focus, and with it our dedication to transparency and traceability.”

This packaging communication strategy is an excellent fit for the new product line, which features four dog formulas, Gentle Balance, On The Move, Zen Life and Fat Dogs. Natural Balance also carries a weight management formula for cats called Fat Cats. Each formula is available in both wet food and dry kibble options.

• Gentle Balance contains prebiotics to help support gut health and features chicken as the No. 1 ingredient.
• On the Move helps support dogs’ healthy joints and bones. It includes a natural source of glucosamine and chondroitin and is veterinarian-formulated with ideal levels of calcium, phosphorus, copper and manganese for healthy bones and joints. It also contains L-carnitine to support lean muscle mass and maintaining a healthy weight.
• Zen Life is made with turkey, a natural source of l-tryptophan, and is flavored with chamomile. The product was designed to help ensure picky eaters and anxious pets enjoy tasty nutrition.
• Fat Dogs is a low-calorie option for overweight dogs and contains a special fiber and protein blend to help dogs feel full and satisfied. With chicken as the primary ingredient, Fat Dog is made with targeted levels of L-carnitine to assist with healthy weight maintenance.
• Fat Cats is a low-calorie dry formula that is designed for overweight adult cats. Formulated to provide cats with a nutritionally balanced diet with few calories, it offers higher protein and fiber. This helps cats feel full as they lose weight, while still having a complete and balanced diet.