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Cott Corp. Launches Water for Dogs |
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Friday, 25 April 2008 |
After nearly 18 months of research and development, Cott has created Fortifido Water for Dogs with four functional varieties.
Cott Corp. has introduced Fortifido brand fortified water for dogs to capitalize on the growing trends in the $40 billion pet industry.
In the past 50 years, Cott has developed an extensive beverage business spanning 60 countries and reaching almost $2 billion in sales with most of the major retailers around the world, the company reports. Driving an innovation pipeline has recently become a core strategy for the company, as Cott endeavors to diversify channels, markets and portfolios beyond carbonated soft drinks.
Entrance into the $40 billion pet industry represents an important diversification move, which leverages existing core beverage production and distribution assets. Conceptualizing, developing and launching fortified dog water is an innovative step beyond traditional consumer age, the company believes, and demographic segmentation. With Cott's research and development expertise, it was able to develop a fortified water for pets with real functional benefits.
"Dogs are more than just pets, they are part of the family and owners want to make the same healthy choices for their pets as they make for their kids or other loved ones," says Dave Vautrin, vice president of marketing and innovation for Cott. "Cott expects to develop this new category together with current and new retail partners." Vautrin added, "Our retail partners and our team at Cott are confident the concept has 'legs.'"
After nearly 18 months of research and development with top veterinarians and food scientists, combined with extensive qualitative and quantitative testing with both dogs and owners, Cott has blended its beverage experience with new science and performance to create the first major entrant into this category, according to the company. Fortifido Water for Dogs comes in four functional varieties available in both 1-liter and 2-liter sizes.
Each offering is scientifically formulated for a specific function:
• Healthy Bones: Vitamin-enhanced water fortified with calcium
• Healthy Skin: Vitamin-enhanced water fortified with zinc
• Fresh Breath: Vitamin-enhanced water fortified with natural spearmint
• Healthy Joints: Vitamin-enhanced water fortified with amino acids and minerals
Cott has developed its fortified water for dogs to ensure that all ingredients, claims and labeling are in complete compliance with national governing regulatory agencies, the company says.
Fortifido made its debut at the Global Pet Expo at the San Diego Convention Center in San Diego, Calif., held Feb. 14-16, 2008.
For information about Fortifido Fortified Water for Dogs, call Cott Corp. at (888) 260-3776.
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