Pets at Home Expands Private Brand Dog Treats

Peppers_2The UK’s largest pet supply retailer Pets at Home has extended its Private Brand dog treat line Peppers Dog Treats with a special range of gluten and wheat free dog treats which are handmade in Cornwall.

Peppers_4Head of private brands at Pets at Home, Claire Gavin, commented: “Pets At Home launched Pepper’s Dog Treats last year to such success that we wanted to grow the brand for our customers and their canine friends. We worked with Sun Branding Creative to launch the brand, so naturally we wanted the agency to be involved in the diversification of the range.”

Peppers_3Senior designer at Sun Branding Creative, Simon Inman, who illustrated each pack with an individual scene that continues through to the back of the pack featuring a playful dog character, added: “The dog treat category is a crowded space and so Pets At Home was looking for a design that stood out on shelf. There are not many dog treat brands exploring illustration on-pack, so it was a project we had a lot of fun with. We chose a style that added personality and character for the new range.”

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.