North American pet food producer Blue Buffalo announces the expansion of a subset of their Life Protection Formula (LPF) product line to retailers such as Target, Kroger, Meijer and Publix.
The first products will appear in stores this month, with increased advertising activities starting this fall. According to Blue Buffalo, broadening the distribution of LPF, a natural pet food line, is a natural next step in their market strategy. The products entering the mass grocery channels will contain smaller bags sizes and more mainstream formulas and wet foods. Blue Buffalo’s brands Wilderness, Basics, Freedom, and Earth’s Essentials will continue to be exclusively sold through pet specialty channels.
By expanding the distribution channels, the pet food company increases its visibility to a new group of customers and keeps up with the changing retail landscape where flexibility remains key.
