Nestle’s Purina Targets Fitness Fans With New Dog Food Offering

Fitness fanatics in the U.S. who run with the dogs are the latest target for Nestle SA.

The world’s biggest food company is introducing a range of performance-enhancing pet food that promises to give dogs a greater chance to keep up with owners who exercise them daily or take them along while training for marathon running.

Purina Pro Plan Sport comes in three formulas with targeted levels of protein and fat to help promote canine strength and endurance, Nestle said today in a statement. To promote the brand, the Swiss company will hold a series of events across the U.S. this year, including camps where owners can learn about sports for dogs. Purina will also sponsor 5-kilometer races for people and their hounds, as well as other runs and walks.

“There are already many performance nutrition products to help people excel in sport,” Steve Crimmins, chief marketing officer for Nestle Purina Pet Care, said in the statement. “By giving dogs the right kind of nutrition, we can help promote their athletic abilities in the same way.”

Keeping pets fit isn’t a new departure for Vevey, Switzerland-based Nestle, the world’s second-biggest pet food maker, behind Whiskas cat food maker Mars Inc. Purina and the company’s Jenny Craig diet-planning unit started a program in the U.S. last year to help dogs and their owners lose weight.

Before it's here, it's on the Bloomberg Terminal.