Pro Plan launches new innovation to dog food in Canada

Toronto, Ontario (October 7, 2010): Nestlé Purina PetCare - maker of Pro Planr brand dog food - is pleased to announce the launch of Pro Plan Shredded Blend in Canada. The Pro Plan Shredded Blend product is an innovation to the pet food market, which taste tests have shown to be among the most palatable - or tastiest - dog foods.

Pro Plan Shredded Blend is Canada's first multi-textured combination of crunchy kibble and tender shredded pieces. The formula features real chicken or lamb as the first ingredient, and provides essential vitamins, minerals, nutrients and protein.

"New Pro Plan Shredded Blend has an exclusive kibble technology featuring an appealing, savoury, and nutritious blend of hard kibble and tender shredded pieces unlike anything else on the market," explains Dr. Fiona Wallace, nutrition scientist at Nestlé Purina PetCare. "The formula provides the high quality nutrition you have come to expect from Pro Plan."

Try Pro Plan Shredded Blend

According to Shelly Tandon, senior marketing manager at Nestlé Purina PetCare, seeing is believing. "The Pro Plan Shredded Blend product is unlike anything pet owners have seen in Canada. After a successful launch in the US we are happy to be introducing this innovation to the Canadian market."

Canadian pet owners are invited to register online at www.tryproplan.ca for a free sample and coupon. This offer is available for only a limited time. "We are so confident that dogs will love Pro Plan Shredded Blend that we have made it easy for dog owners across the country to experience this new pet food innovation themselves," continued Tandon. "By simply visiting our website, and entering their information, a free sample of the Pro Plan Shredded Blend product will be delivered to their home. They will also receive a coupon, because once they've tried it, we're sure they and their dog will want to go out and buy a bag, and we further back this up with a complete satisfaction or money back guarantee."

Transitioning to a New Food

Similar to any new food, it is important to slowly transition to new pet food over the course of 7-10 days or more. This will help to ensure that there are no digestion issues as a dog's system adapts to a new formulation.

Introduce Pro Plan Shredded Blend gradually. To begin, mix 25 percent of the new dog food and 75 percent of the current food in the dog's bowl. Each day, simply increase the amount of Pro Plan Shredded Blend while decreasing the amount of original food until the switch is complete. This will help the dog get used to the feel of the new kibble in his mouth, and also discourage stomach upset. Adequate fresh water should also be made available in a clean container for the dog daily. More information is available at www.purina.ca.

About Nestlé Purina PetCare

Nestlé Purina PetCare Canada is best known for popular dog and cat food brands such as Friskies, Cat Chow, Fancy Feast, Beneful, Dog Chow, as well as Pro Plan, which is available exclusively at pet specialty retailers. Purina has pioneered innovative and socially important programs to strengthen the bond between people and pets, such as the creation of PawsWay in downtown Toronto - an event and exhibit centre that promotes responsible pet ownership, the MyBestMatch online program to help dog owners find the right breed, and the Purina Animal Hall of Fame.