PURINA TENDER VITTLES LITE
Protection from Fat Cats

PROBLEM: Tender Vittles had 40%+ segment share and dominant retail position, but was faced with a competitive launch by 9-lives.

SOLUTION: Block the competitive launch by introducing a flanker brand. Initiated, created and launched Tender Vittle Lite with less fat and more fiber - capitalized on timeliness of an emerging consumer trend

RESULTS: Took additional shelf space that prevented 9-Lives from launching, and generated $20MM+ volume (and additional new product assignments for the Agency).