Purina ONE® beyOnd™, Nestle Purina's newest groundbreaking innovation, sweeps onto store shelves in grocery, mass and pet specialty retailers with a new approach that raises the bar on what consumers expect from a pet food.
Purina ONE® beyOnd™ features real meat as the No. 1 ingredient. It also includes natural ingredients plus vitamins and minerals, whole grains accented with fruits and vegetables, and is crafted without wheat or corn, added fillers or artificial preservatives.
"Going beyond means more than just using naturally delicious ingredients. It means celebrating nature wherever and whenever we can to create a pet food that is positively good for your pet and the world you share," said Heather Scott, senior brand manager, Purina ONE® brand pet food.
Small Steps for Sustainability
This natural pet food is unique in the pet category in the way it promotes and drives awareness of the importance of sustainability. Purina ONE® beyOnd™ is making small steps in all areas of the packaging and manufacturing processes to make a positive difference, which is clearly labeled on the back panel of the packaging:
Step one: Produced using responsible manufacturing processes. Purina ONE® beyOnd™ is manufactured at five Nestle Purina plants—all of which are working toward energy, water and waste reduction—including the Denver factory, which uses solar power to help offset a small amount of its total energy consumption. In addition, all Nestle Purina plants meet the international standard for environmental management systems known as ISO 14001.
Step two: Promote responsible sourcing. The paper used in all Purina ONE® beyOnd™ bags come from Sustainable Forestry Initiative (SFI) or a Forestry Stewardship Council (SFC) certification.
Step three: Print packaging with vegetable-based soy inks, which contain an ingredient made from a renewable resource.
Step four: Develop a package made from at least 92 percent renewable materials, which means most of the materials used to create the package can be replenished by nature.
Purina ONE® beyOnd™ offers two adult dog recipes: Chicken & Whole Oat Meal Recipe Accented with Carrots, Tomatoes & Apples; and Lamb & Whole Barley Recipe Accented with Blueberries, Sweet Potatoes & Spinach. And, two adult cat varieties: Salmon & Whole Brown Rice Recipe Accented with Cranberries, Tomatoes & Spinach; and Chicken & Whole Oat Meal Recipe Accented with Carrots, Sweet Potatoes & Apples.
"Purina ONE® beyOnd™ is the first brand to bring an ultra premium pet food to the grocery and mass categories in a big way," said Scott. "Ultra premium is the fastest growing segment in the pet food industry and is expected to grow nearly 14 percent in the next year."
The product is available at grocery, mass and pet specialty retailers nationwide. Purina ONE® beyOnd™ dog recipes are available in 3-pound, 15-pound and 26-pound packages. Purina ONE® beyOnd™ cat recipes are available in a 1-pound recyclable carton, 3-pound, 6-pound and 13-pound packages.
Spreading Goodness Beyond the Bowl
"The most important way we are going beyond is by giving back," said Scott. "When consumers feed Purina ONE® beyOnd™ to their pet, they're allowing us to help pay it forward for pets in need through our shelter pet program."
In 2010, Purina ONE® donated more than 1.2 million pounds of food to feed pets in shelters across the country.
"We believe that the right nutrition can make a world of difference in a shelter pet's life," Scott says. "It can give them a better chance at getting adopted."
Consumers can read real-life adoption stories on the back of the Purina ONE® beyOnd™ packaging.
"We Believe" Campaign
To help support the launch of Purina ONE® beyOnd™, one 60-second and two 30-second "We Believe" television spots, developed by New York-based agency Avrett Free Ginsberg, are hitting the airways in major networks nationwide.
"This television commercial is not your typical pet food ad," said Scott. "We really wanted to communicate our belief and brand philosophy that we are so very proud of. It was important to us to let consumers know what we stand for."
"I think beyOnd™ is going to be a beacon not just for the Purina ONE® brand, but for the entire category," said Frank Ginsberg, AFG Chairman and CEO. "I'm beyond delighted that AFG is playing a role in its success."
About Nestle Purina PetCare Company
Purina ONE beyOnd is manufactured by Nestle Purina PetCare Company, one of the leading global players in the pet care industry. Nestle Purina promotes responsible pet care, humane education, community involvement and the positive bond between people and their pets. The North American headquarters for Nestle Purina PetCare is located at Checkerboard Square in St. Louis, Missouri, where Ralston Purina was founded more than a century ago. The company is part of the Swiss-based Nestle S.A.—the world's largest food company.