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NEW YORK -- Supermarkets are getting an extra competitive edge in their efforts to protect the pet category against other channels in the form of an exclusive offer from a pet products supplier.
Lassie Natural Way, a new dog food line launched by family-oriented media brands company Classic Media, will only be available to the supermarket channel. The Natural Way products, named for the celebrity dog, will not be sold to the pet specialty channel. So far, Kroger, Albertsons, Shop Rite, Piggly Wiggly, Harris Teeter, and Spartan have already placed orders, according to the supplier.
To promote the dog food line, Classic Media is sending Lassie on a five-month, nationwide tour where the iconic collie will host events at specific retail locations around the country to generate visibility for the retailers.