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Purina revamps ‘Beyond’ brand

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Pet food maker Purina has rolled out a new look for its “Beyond” products.

The cat and dog food line, previously labeled “Purina One Beyond,” is now simply “Purina Beyond.” It was separated from Purina One “to distinguish Beyond as a natural pet food brand,” company spokeswoman Lorie Westhoff told Examiner.com July 30.

All Beyond dry recipes are made with “real meat, poultry or fish as the number one ingredient,” and “all Beyond recipes contain no corn, wheat, soy, poultry by-product meal or added artificial colors, flavors or preservatives,” according to Purina.

Beyond’s changes go beyond the name. For instance, Purina added “grain free” and “superfood blends” to its dry cat food options. In addition, Beyond packaging now comes in a variety of pastel colors, replacing bright yellow.

Natural and other premium products have become a major part of the nation’s pet food market. According to the July issue of Food Technology Magazine, sales of natural pet foods totaled $4.1 billion in 2012, and sales of all premium pet food accounted for 40 percent of the $26 billion U.S. pet food market in 2013.

"Purina is recognizing the growth of the natural pet food segment, and by repositioning Beyond as its own brand, it is differentiating its product lines, and signaling its focus on natural and its desire to capitalize on the trend," said George Puro, a pet market analyst and the president of Puro Research Group.

Competition in the premium sector can be fierce. The Beyond revamp comes as Purina is locked in a legal battle with a competitor over premium pet food content. Purina filed a lawsuit in May accusing Blue Buffalo of using by-products, corn and rice husks despite advertising that it uses no such ingredients. Blue Buffalo denied the allegations and countered with a defamation lawsuit against Purina.

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