Packaging is the No. 1 driver of new brand awareness and purchase intent for consumers, according to research from NielsenIQ. Primal Pet Foods expects the new packaging design to help attract new households to its products, improve overall purchasing rates and increase purchasing intent.
“After extensive market research and consumer testing, we are confident the updated packaging will enhance the visibility of our Primal products and help pet parents have a better understanding of what’s inside the bag,” said Courtney Louch, vice president of marketing, Primal Pet Group. “We’ve listened to consumer feedback and are eager to introduce a new design that not only looks great but enhances the overall shopping experience; the elevated packaging will help us reinforce the quality and care that we put into each of our products.”
The packaging now includes ingredient imagery, highlighting all the whole ingredients contained in the recipes, and new messaging that reinforces Primal Pet Foods’ position as a leader in the raw pet food category.
Additionally, Primal Pet Foods is transitioning its Freeze-Dried Raw Nuggets product to recyclable packaging as part of the Pet Sustainability Coalition’s Packaging Pledge. With this transition, all the brand’s shelf-stable products, including its Raw Goat Milk bottles, will be sold in recyclable packaging. The packaging includes recycling information for pet parents from How2Recycle.
Primal Pet Foods will begin shipping out products with the new packaging in the coming months, with the transition to continue through early 2025.
