Rawhide Brand Essence Chews

PLA Innovation of the Week:

A better, safer, snack for dogs

NEW YORK – Friday, 6^th January 2011 – The ability to trace just where the ingredients for a food product came from is something quite new in the consumer packaged goods industry.  Until recently, this wasn’t something done for dog snacks, but now is thanks to new Rawhide Brand Essence Chews that carry special coded packaging with the date of production and ranch of origin for its chews.  New in the US, this product is the innovation of the week from Datamonitor’s Product Launch Analytics.

Pet safety is a paramount concern for new Rawhide Brand Essence Chews.  Not only is this line of chews made with 100 percent grass-fed, free-range Brazilian beef hides, but the product is the first of its kind to code the packaging with the date of production that identifies the ranch of origin.  The chews are also unique as they are marinated in the US with all-natural flavor essences that won’t transfer color to carpets, upholstery or other favourite chewing environments.  Offered in flavors like Prime Rib, Hot Dog, Root Beer and Vanilla, the chews come in a variety of shapes and sizes including knots, braids, rolls and chips.

Tom Vierhile, Innovation Insights Director for Datamonitor notes “food safety concerns are have risen to the point where a few food companies are labelling products in such a way that consumers can find out where the ingredients came from.”  He goes on to say “it is highly unusual to see the practice spread to pet snacks, such as this line of dog chews and this could be a sign that this practice could really take off in 2012.”