Green Petfood is repositioning itself and introducing a new packaging design

Kleinheubach, 12 May 2025 — Green Petfood, a brand that is part of ERBACHER the food family, is undergoing a strategic realignment and introducing a new packaging design for its dog and cat food range. The revised brand strategy aims to further emphasise the focus on modern animal nutrition. The new packaging design will be available in stores from the beginning of June. The complete transition will take place gradually by the end of September. Trade visitors were given a first glimpse of the new design and range at Zoomark in Bologna from 5 to 7 May.

 

The central aspect of the repositioning is the claim "Change starts in the bowl", which emphasises the link between product quality and innovation. Green Petfood has set itself the goal of rethinking animal nutrition and contributing to the vitality of dogs and cats. The company's own recipes are made from high-quality ingredients. These include alternative protein sources such as insects and soya protein, which are processed under strict quality controls. The repositioning of Green Petfood is aimed at a health-conscious, urban target group, 70 per cent of whom are female.

 

The brand is also taking a new direction in terms of design: Clarity and recognisability are at the centre of the revised design. The logo, which is now positioned horizontally, has been enlarged to strengthen the brand presence. Colour-coded packaging combined with illustrations makes it easier to find your way around the shop and underlines the individuality of each variety.

At the same time, Green Petfood remains true to its forward-looking core values and prioritises recyclable packaging as well as opting for raw materials, production and a supply chain that preserve resources.

 

"The demand for sustainable, healthy pet food is constantly growing — both in the dog and cat food sectors," explains Rafael Rybandt, Brand Lead at Green Petfood. "Our new brand strategy focuses on discovering and gaining new experiences together. Pets are seen as loyal partners, who not only enrich everyday life, but also reflect part of their owner's personality."

 

Green Petfood plans to reach new target groups, both in German-speaking countries and internationally, and to achieve targeted expansion of the existing range.

 

Green Petfood is a brand that is part of ERBACHER the food family and has specialised in the development and production of nutritious pet food for dogs and cats since 2013. Green Petfood products are characterised by excellent quality and sustainability and are currently exported to 38 countries. The aim is to provide a balanced diet that takes into account the latest nutritional findings and the needs of the animals. Green Petfood uses alternative proteins and ensures that the food is also particularly suitable for sensitive animals and allergy sufferers.

Green Petfood has received several awards for its commitment to the environment and resource conservation, including the GREEN BRANDS Award and the German Sustainability Award 2024 in the animal feed and pet food category.