Nestle Purina is the leading producer of Beneful, which is a type of dog food/treat. The organization is the largest of its kind worldwide with sales projected to have clocked $1 billion as per 2002. The group produces a variety of feeds including wet dog food, dry dog food, and dog treats. The term Beneful stems from “full of goodness” as the company spokesperson explains. The company has been on the market for over a decade. The dog food comes in the form of stew with beef pieces.
The organization success in the market has been due to their strength in the marketing department. From the inception of the company, it has come up with creative marketing campaigns. A good example is the adverts in Germany which were designed to attract dog and the interactive posters in New York subway terminus. As per 2006, Beneful introduced the Beneful prepared meals. The meals are in eight flavors and come in containers which are usable as pet food containers. Beneful has received awards from Pack Expo for their Packaging Innovations.